Asia’s largest anchor shop

Everything you expect from Lush and more: From fresh and polished to sensory and surreal.

On 1 June 2019, Lush’s technology led retail global shopping destination opened in Shinjuku, Tokyo.

Just 6 months after opening #LushLabs Harajuku, Lush took the creativity even further. Situated in the southeast wing of Shinjuku Station (the busiest station in the world) Lush Shinjuku is a global destination, with a curation of the best of Lush as you know it. An experiential, imaginative retail space showcasing Lush’s innovation in technology, with exclusive product drops, and new ways to shop. 

Lush Shinjuku is as a three stage retail journey where the space sets the tone. From bright and clean with product focused, benefit led, body beautiful expertise to mood changing experiences, cosmetics, colour and treatments. With a 4th floor hosting unique treatments and mood experiences.

Tech Led Retail


Developed from #LushLabs Harajuku, integration of technology in the retail space will create an entirely unique shopping experience. The latest version of the Lush Labs app launched in English, Korean, Japanese and 13 other languages on iOS and Android, where visitors can use the scan function to easily browse product information whilst in store, at home and even via the storefront window, where a digital ‘shoppable window’ is an active 24 hours a day for customers and passers by to scan and shop curated collections and product drops day or night. 

Using the Lens technology to demonstrate products and product information is a step towards minimising packaging and reducing water wastage by showcasing products in use through videos. 

Digital signage has been used to match the shop to the urban landscape of Shinjuku, leading with an enormous 4-story 426-inch (1,024cm x 352cm) external LED screen. The content placed will reflect the mood of Shinjuku at that time and aims to capture the attention of passers-by and commuters. Content will showcase Lush’s values, campaigns and creativity for maximum messaging impact.

How do you want to feel?


he ambience of Lush Shinjuku aims to change your mood, whether it’s a skin consultation, spa treatment or something sensory to speed you up or slow you down; products, treatments and experiences with benefits beyond the body exist here and build in intensity as customers move through the floors. Each floor offers an uplifting, interactive and playful space that promotes exploration and creativity with benefits beyond the body through different materials, lighting, products, content and merchandising to set the tone and spark joy. 


The second floor offers a surreal sensory experience; using colour therapy and generative art inspired by bath art to create an interactive digital mood. Innovative use of technology heightens the senses and plays with mood, data from sensors that map customer position and movement will be used to activate sounds from within the displays. This is just one way the shop can respond to individual customers, creating targeted experiences filled with surreal moments. 

A Borderless space: All Are Welcome, Always

Lush believes that all people should enjoy freedom of movement across the world; in order to overcome language barriers and create a retail space that can be easily understood by visitors from around the globe, Lush aims to minimize the prominence of language displays using icons and visuals rather than text where possible. Digital screens as well as projection installations throughout the shop are strategically placed to communicate key messages through visual content to help overcome language barriers.

Notes for editors

For further information or imagery, please email [email protected]

LUSH Shinjuku Store Details

Store Name:  Lush Shinjuku

Address: FF Building Shinjuku 3-26-6, Shinjuku Ward, Tokyo

2 minutes on foot from JR Shinjuku Station Central East Exit 

3 minutes on foot from Tokyo Metro Shinjuku Sanchome Station Exit A5