A visit to the Shiseido Corporate Museum might not initially seem like an essential activity for tourists in Tokyo. However, this perception could not be further from the truth, especially for enthusiasts of beauty, photography, graphic design, architecture, art direction, or fashion. Located in Kakegawa, a short Shinkansen ride away from Tokyo, the museum offers an immersive experience into the history and influence of Shiseido, a brand that has seamlessly integrated itself into the fabric of Japanese culture. Founded in 1872, Shiseido was Japan's first private Western-style pharmacy, and its legacy is evident in the local beauty stores and pharmacies across Tokyo. The museum not only showcases the evolution of Shiseido's products but also highlights its pioneering role in blending scientific formulation with artistic packaging.
The Shiseido Corporate Museum, established to celebrate the company's 120th anniversary, is divided into two distinct sections. The left side houses an extensive art collection accumulated over the years, featuring both permanent exhibits and regularly changing displays within the award-winning Shiseido Art House. Adjacent to it lies the sculpture park, open year-round, offering visitors a serene environment adorned with works by renowned artists like Lee U-Fan. Meanwhile, the right side of the museum focuses on Shiseido's permanent collection, which narrates the brand's journey through blown-up campaign posters, historical ephemera, archival footage, and antique bottles. This section delves into the art nouveau and art deco influences that have shaped Shiseido's aesthetic, as well as the evolution of its logos, packaging, and typography.
Beyond the visual appeal, the museum provides a fascinating insight into the transformation of advertising styles in Japan over the decades. Early Shiseido advertisements, characterized by kanji, katakana, and hiragana calligraphy, showcase the elegance of 19th-century fashion illustrations. As global influences seeped into Japan during the mid-20th century, Shiseido embraced avant-garde imagery under the creative direction of Serge Lutens from 1980 to 2000. His campaigns beautifully merged Eastern and Western aesthetics, leaving an indelible mark on the brand's identity. Furthermore, the museum archives document how Shiseido’s representation of women and beauty evolved, adapting to shifting eras and audiences, exemplified by Lady Gaga's self-portraits in the 2015 campaign.
In addition to the visual and cultural insights, the museum allows visitors to explore the provenance and stories behind Shiseido's iconic products. Eudermine, Shiseido's inaugural product launched in 1897, remains a testament to the brand's enduring legacy. Its packaging evolution from a glass, bow-topped bottle to a futuristic vessel reflects the innovation and adaptability that have defined Shiseido throughout its history. Visitors often leave inspired, eager to acquire these timeless products after witnessing their rich heritage firsthand.
Nestled in Kakegawa, the Shiseido Corporate Museum invites visitors to embark on a captivating journey through the realms of beauty, art, and culture. By exploring its exhibits, one gains a profound appreciation for Shiseido's contributions to both Japanese and global beauty industries. The museum serves as a vibrant reminder of how a brand can transcend time, continually reinventing itself while honoring its roots. Whether you're a beauty aficionado or simply curious about the interplay between science and art, this museum promises an unforgettable experience.