Frama Opens Its First International Tokyo Store Focused on Design & Care
Amy Duong — September 25, 2025 — Art & Design
References: framacph
Frama opens its first international store in Tokyo as part of its expansion beyond Denmark, embedding its Care Collection into a space crafted for sensory engagement. Located inside Shibuya PARCO, the store blends minimalist interiors, natural materials, and curated light to present items like fragrance, skincare, and ritual objects in an immersive setting.
The layout encourages strolling and discovery, with alcoves dedicated to scent layering, texture exploration, and ritual display. Raw plaster, muted wood, and tactile surfaces contrast with elegant lighting to create an intimate environment. Products from the Care line are not merely displayed—they become part of a sensorial narrative. The Tokyo store signals a shift for Frama from purely digital and wholesale distribution toward spatial storytelling, where retail meets wellbeing and brand philosophy is lived, not just viewed.
Image Credit: Frama
The layout encourages strolling and discovery, with alcoves dedicated to scent layering, texture exploration, and ritual display. Raw plaster, muted wood, and tactile surfaces contrast with elegant lighting to create an intimate environment. Products from the Care line are not merely displayed—they become part of a sensorial narrative. The Tokyo store signals a shift for Frama from purely digital and wholesale distribution toward spatial storytelling, where retail meets wellbeing and brand philosophy is lived, not just viewed.
Image Credit: Frama
Trend Themes
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Sensory Retail Experiences — Retail environments are increasingly incorporating multi-sensory experiences, offering new ways for consumers to interact with products beyond traditional displays.
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Spatial Storytelling — Brands are using space and environment as a narrative tool to immerse consumers in their philosophy and product line, transforming retail into an interactive storytelling platform.
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Integrated Wellness Retail — Retail spaces are merging with wellness concepts, creating environments where design and care coexist and offer a holistic consumer experience.
Industry Implications
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Retail Design — Innovation opportunities arise in the intersection of architecture and sensory engagement, transforming how retail spaces are conceptualized and experienced by customers.
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Luxury Skincare — The integration of luxury skincare within immersive retail spaces offers a unique blend of product and experience that appeals to consumers looking for more personalized care.
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Consumer Experience Technology — Advancements in technology enable the creation of dynamic and interactive retail settings that enhance customer engagement through personalized and sensorial elements.
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