Kamakura-born Fragrance Brand 'HATAGO' Holds Limited-Time POP UP at Daikanyama T-Site 'DDD Beauty 2026'

'HATAGO', a fragrance brand that designs Japanese regional culture through scent, will open a limited-time POP UP from April 24 (Fri) to May 21 (Thu), 2026, at the in-store project 'DDD Beauty 2026' corresponding to the design event 'Daikanyama Design Department 2026' (commonly known as DDD) held at Daikanyama T-Site. This project is a special event held on the beauty and wellness floor in conjunction with 'DDD'. Within a selection that 'captures beauty from a design perspective'—including products handled by graphic designers and items with excellent package design—HATAGO will participate with its approach of 'scent'. HATAGO features visual and package designs created by Art Director Arata Kubota. As a product that crosses over the experience of scent and visual beauty, it has a high affinity with the theme of this project, leading to this POP UP event. At this POP UP, all five scents themed around 'Kamakura', developed as HATAGO's Chapter 1, will be exhibited as fragrance diffusers and mists. Paying attention not only to the scent itself but also to the design that harmonizes with spaces, we propose an experience that evokes 'memories of a place' in everyday life. POP UP Event Overview Period: April 24 (Fri) - May 21 (Thu), 2026 Location: Daikanyama T-Site, Building 1, 2nd Floor, Beauty & Wellness Floor (17-5 Sarugakucho, Shibuya-ku, Tokyo) URL: https://store.tsite.jp/daikanyama/event/architectural-design/53445-1241480318.html About Visual/Package Design Art Director/Designer: Arata Kubota Major works include KIRIN / HEARTLAND BEER, LOEWE / Wallet Campaign Japan, Mori Art Museum / WORLD CLASSROOM, and the MUSIC AWARDS JAPAN symbol mark. https://aratakubota.net ■ Fragrance Diffuser KAMAKURA / SHICHIRIGAHAMA / INAMURAGASAKI / YUIGAHAMA / ENOSHIMA ■ Fragrance Mist KAMAKURA / SHICHIRIGAHAMA / INAMURAGASAKI / YUIGAHAMA / ENOSHIMA About 'HATAGO' A fragrance brand designing Japanese regional culture through scent, 'HATAGO'. The name 'HATAGO' (an old term for a traveler's inn) embodies the meaning of transforming one's home into a traveler's inn through the scent of 'travel memories'. In Chapter 1, we focus on the regional character where history and new culture merge. We verbalize the essence of each coastal town in Kamakura (Kamakura, Shichirigahama, Inamuragasaki, Yuigahama, Enoshima) and project it as a scent. Leading the brand is Founder and Creative Director Daisuke Noguchi. Starting with his desire to share the view from his hometown in Inamuragasaki, Kamakura, with the world, he scoops up the atmosphere residing in the topography, customs, and people's lives, expressing the 'air unique to that land' as a scent. The fragrance was created together with Jean-Michel Duriez, a Parisian perfumer who has worked on numerous famous perfumes, and Yuta Watanabe, known as the perfume creator of çanoma. Verbalizing the emotions and culture of various parts of Japan and spinning them into scents. That is the new form of travel HATAGO aims for. At the flagship shop 'HATAGO KAMAKURA' located on Yuigahama Odori in Kamakura, the concept is to enjoy the Kamakura experience through scent. It provides new experience value to many Kamakura lovers. Store Name: HATAGO KAMAKURA Store Location: 2-5-16 Yuigahama, Kamakura-shi, Kanagawa Product Lineup: Fragrance Diffuser 200ml ¥12,650 (tax included), Fragrance Mist 100ml ¥8,250 (tax included) Scent Lineup: KAMAKURA, SHICHIRIGAHAMA, INAMURAGASAKI, YUIGAHAMA, ENOSHIMA Business Hours: 11:00 - 18:00 (Closed on Tuesdays and Year-end/New Year holidays) Brand Site: https://hatago.shop Instagram: https://www.instagram.com/hatago_kamakura/