Kamakura-born Fragrance Brand "HATAGO" to Hold Limited-Time POP UP at Daikanyama Tsutaya Books for "DDD Beauty 2026"

HATAGO, a fragrance brand that designs Japanese regional culture through scent, will open a limited-time POP UP store from Friday, April 24, 2026, to Thursday, May 21, 2026, at Daikanyama Tsutaya Books. This POP UP is part of "DDD Beauty 2026," an in-store event held in conjunction with the design event "Daikanyama Design Department 2026 (commonly known as DDD)." This special event will be held on the beauty and wellness floor in conjunction with "DDD." Amidst a selection that "captures beauty from a design perspective," featuring products by graphic designers and items with excellent packaging design, HATAGO participates with an approach centered on "scent." One of HATAGO's distinctive features is its visual and package design, handled by art director Arata Kubota. As a product that integrates sensory experiences of scent with visual aesthetics, its high affinity with the theme of this event led to the decision to hold this POP UP. At this POP UP, HATAGO will showcase all five types of fragrances from its first chapter, themed "Kamakura," in both fragrance diffusers and mists. Beyond just the scents themselves, the brand proposes an experience that evokes "memories of places" in daily life, while also focusing on design that harmonizes with any space. POP UP Event Outline Period: Friday, April 24, 2026 - Thursday, May 21, 2026 Location: Daikanyama Tsutaya Books, 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 His 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 KAMAKURASHICHIRIGAHAMA INAMURAGASAKIYUIGAHAMAENOSHIMA ■Fragrance Mist KAMAKURASHICHIRIGAHAMA INAMURAGASAKIYUIGAHAMAENOSHIMA About "HATAGO" "HATAGO" is a fragrance brand that designs Japanese regional culture through scent. The name "HATAGO" (旅籠, old Japanese for inn) embodies the meaning that one's home transforms into a travel inn with scents of "travel memories." In its first chapter, the brand focuses on regionality where history and new culture merge. It verbalizes the essence of each coastal town in Kamakura (Kamakura, Shichirigahama, Inamuragasaki, Yuigahama, Enoshima) and expresses it as scent. The brand is led by Founder and Creative Director Daisuke Noguchi. With the desire to share the scenery viewed from his family home in Inamuragasaki, Kamakura, with the world—starting from this aspiration, he captures the atmosphere residing in the topography, customs, and activities of people, expressing "the unique air of that land" as scent. The fragrances were created in collaboration with Jean-Michel Duriez, a Parisian perfumer known for many masterpieces, and Yuta Watanabe, a perfume creator known for çanoma. Verbalizing the emotions and culture of various regions across Japan and weaving them into scents. This is the new form of travel HATAGO aims for. At "HATAGO KAMAKURA," the flagship shop on Yuigahama Odori in Kamakura, the concept is to experience Kamakura through scent. It offers new experiential value to many Kamakura enthusiasts. Store Name: HATAGO KAMAKURA Store Location: 2-5-16 Yuigahama, Kamakura, Kanagawa Product Lineup: Fragrance Diffuser 200ml ¥12,650 (tax included) Fragrance Mist 100ml ¥8,250 (tax included) Scent Range: KAMAKURA, SHICHIRIGAHAMA, INAMURAGASAKI, YUIGAHAMA, ENOSHIMA Business Hours: 11:00-18:00 (Closed Tuesdays and New Year holidays) Brand Website: https://hatago.shop Instagram: https://www.instagram.com/hatago_kamakura/ [Company Overview] Keywords: