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Sega Opens the World's Largest Purikura Store Called 'P+Closet'

By: Omar Yusuf - Published: • References: p-closet.sega.jp & japantrends
Curiously, games developer Sega -- rarely a big player in the fashion industry -- just announced the opening of 'P+closet,' the soon-to-be largest Purikura facility in Japan.

For the uninitiated, Purikura is the unusual photo-printing trend which is particularly popular among Japanese and Korean teens. Specially outfitted photo booths allow friends to photograph themselves and then digitally manipulate those pictures with overlays, slogans and logos.

Sega is proposing that, instead of subway stations and malls, Purikura booths should be housed in a special building, where girls can try on designer clothes and take pictures. Hence, the 'P+closet,' which is set to open in Tokyo's trendy Shibuya district.

But 'P+closet' isn't simply about teenagers having fun; it's main purpose is to sell clothes -- indeed, all the brand name threads on display are available for purchase. But Sega is taking a risk by exclusively relying on 'tryvertising' to move products, despite the method's recent success all over Japan. Stats for Social Media Changing Rooms Trending: Older & Mild
Traction: 2,743 clicks in 176 w
Interest: 4 minutes
Concept: P+closet
Related: 65 examples / 50 photos
Segment: Females, 12-35
Comparison Set: 24 similar articles, including: photo booth fashion campaigns, new urban tribes, and drawn photo booth campaigns.