Immersive Shopping Experience: FREAK'S STORE Official Online Store 'Daytona Park' Officially Launches 'Virtual Store' on June 2nd

Daytona International Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Masahiro Takahashi), which operates the select shop 'FREAK'S STORE,' will officially launch a 'Virtual Store' on its official online store 'Daytona Park' on Tuesday, June 2, 2026, enabling an immersive shopping experience that feels like being in a physical store.

This project was developed with the aim of recreating the 'discovery' and 'enjoyment of browsing' felt in physical stores online, generating new experiential value through digital power. Users can navigate the store as if walking through a real space, enjoying products, content, and the brand's world.

The virtual store implements chatbot functions, virtual try-on, and face/personal color diagnosis, providing a seamless browsing experience tailored to each user. It creates a space where users can enjoy new encounters and discoveries with products and culture.

To coincide with the official launch, a special room expressing the world of the film 'the moment,' starring Charli xcx and produced by A24, will be available for a limited time.

The company plans to continue developing special rooms linked to various cultures and content, as well as implementing new features in the future.

The goal is to create a next-generation purchasing channel that transcends the boundaries of real and digital.

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What is the Virtual Store proposed by FREAK'S STORE?

The 'Virtual Store' on Daytona Park is a next-generation purchasing channel developed to recreate the 'discovery,' 'serendipity,' and 'enjoyment of browsing' that FREAK'S STORE has cultivated in its physical stores, generating new experiential value through digital power.

In recent years, while online shopping has become commonplace due to the expansion of the EC market, efficient purchasing experiences have become mainstream, accelerating consumer behavior focused on 'searching for and purchasing only the desired product.'

Amidst this trend, FREAK'S STORE started this project to consider whether the value felt in physical stores—such as 'unexpected encounters with products,' 'the joy of browsing the space,' 'communication with staff,' and 'experiences with culture'—could be provided digitally.

This virtual store adopts a design that allows users to freely move within the space while browsing products and content.
By interspersing not only product displays but also video, music, graphics, and cultural content throughout the store, it creates a space where users can enjoy the sensation of walking through a physical store and make serendipitous discoveries.

Implemented Features

Features such as a chatbot function, virtual try-on, and face/personal color diagnosis have been implemented.

The system provides optimal product recommendations and browsing experiences tailored to each user's preferences and behavior.

■ Chatbot Function

The chatbot provides real-time support for questions about products of interest, coordination suggestions, and content guidance within the space, allowing users to enjoy shopping as if conversing with a staff member online. It also recommends products and content based on the user's interests and browsing history.

As a function that creates 'unexpected encounters' and 'points of contact with new culture' beyond simply searching for desired products, it enriches the browsing experience.

Future plans include enhancing recommendation functions based on individual user preferences and behavior through the use of AI technology, upgrading to a more personalized communication experience.

■ Virtual Try-On Function

An AI-powered virtual try-on function provides a realistic try-on experience.

This function uses the same system as the one implemented in the next-generation mirror-type device '+PLUS MIRROR,' developed by Innovation Studio, a subsidiary of Daytona International Co., Ltd. The function, which can also be experienced in FREAK'S STORE physical stores via the '+PLUS MIRROR,' will be available on the virtual store.

Users can intuitively check the styling image of items through their own photos. They can enjoy shopping as if standing in front of a mirror in a physical store.

It is also possible to transition directly to the try-on experience from staff styling or coordination suggestions. Users can visually check not only the product itself but also the overall atmosphere and balance of the styling.

■ Face / Personal Color Diagnosis

This function also uses the same system as the one implemented in the '+PLUS MIRROR.'

By analyzing the shape of the face, facial feature balance, and skin, eye, and hair color from a photographed image, it diagnoses each user's face type and personal color. Based on the diagnosis results, it suggests suitable fashion tastes, colors, materials, patterns, accessories, and hairstyles. It also recommends products and coordination ideas linked to the diagnosis results, allowing users to discover new styles and brands they may not have noticed themselves.

Special Room for the Film 'the moment' starring Charli xcx, produced by A24

The special room offers a rich spatial presentation that reinterprets the world of the film. Users can enjoy the movie trailer, visuals, music, and graphics within the space, creating immersive content that appeals to fans.

Additionally, official special items for the film, supervised by FREAK'S MOVIE, will be sold within the space. Users can enjoy shopping while experiencing the world of the film.

Special Room URL: https://virtualstore.daytona-park.com/the-moment/

About the Virtual Store

It recreates the 'discovery' and 'enjoyment of browsing' felt in physical stores online, creating new experiential value through digital power. It proposes a next-generation purchasing channel that transcends the boundaries of EC and physical retail.

URL: https://www.daytona-park.com/news/1088498

About FREAK'S STORE

It started with the desire to 'bring the richness and excitement of America to Japan.'

Since its founding in 1986, it has selected clothing, culture, art, and other things it truly believes are good. As 'freaks'—people who actively enjoy life—it is a select shop that realistically proposes ways to enjoy a rich lifestyle.

URL: https://www.instagram.com/freaksstore_official/

About Daytona Park

With the concept of 'a community where everyone can enjoy themselves freely, encounter new likes, and connect,' it operates its own online store 'Daytona Park,' designed as a mall with a simple and stylish look, not biased towards any specific brand's color.