『HISTORIC HOUSE』 Born in Shibuya: A New Hub by Comprehensive Beauty Manufacturer HISTORIC to "Experience the Brand"

HISTORIC Co., Ltd. has opened its new hub, 'HISTORIC HOUSE,' in Shibuya, Tokyo.

This hub is an experiential communication base that integrates an office and a showroom, a strategic space designed to make the brand's philosophy and value a tangible "experience."

It aims to convey values that cannot be fully communicated through products and technology alone, the ideas behind them, and even the future of the beauty industry.

A new brand experience, unique to this location, is set to begin.

■ WHY | How to convey beauty and ensure success

We have, until now, continuously refined our technology and sensibility to create values that did not yet exist in the world, carving beauty into history.

However, products and technology alone cannot fully convey the underlying philosophy and value.

Furthermore, in the beauty industry, the fragmentation of experience, education, and sales promotion currently limits the potential of brands.

'HISTORIC HOUSE' was born as a hub to integrate these elements, correctly communicate the essence of the brand, and enable salons and brands to "succeed."

Building on its track record of leading the industry as the eyelash brand "Miss eye d’or," HISTORIC has expanded its domain to nails, skincare, and furniture.

Now, having evolved from a single brand to a comprehensive beauty manufacturer, this space is positioned as a hub to integrate all of these and connect to the next phase of development.

■ CONCEPT | Making philosophy a tangible experience

"Communicating the essence of the brand through space."

What we offer is not just products, but the philosophy and the way of beauty that lies behind them.

At 'HISTORIC HOUSE,' we don't just display the worldview and commitment of each brand; we allow visitors to experience them through their five senses, thereby understanding and reinterpreting their value, and connecting it to new creation.

This is not a place to consume brands, but a place to continuously update value.

■ HOW | Design where experience, education, and communication intersect

This hub is not merely an office or a showroom, but is designed as a "structure" to maximize brand value.

The concept took about a year from conception to completion. Over 100 properties were researched, and thorough verification was conducted on everything from spatial expanse, natural light, materials, to circulation design.

For HISTORIC, which develops diverse brands, it was essential to integrate them into a single space while maintaining the worldview of each.

The background to this is the idea of wanting to realize a system where "HISTORIC can follow up on everything."

At this hub, the following are integrated:

- Weekly POP UP | Expressing the worldview of each brand
- Experiential content | Creating opportunities to touch the essence of technology and products
- Educational opportunities | Providing learning through seminars and workshops
- Dissemination | Global communication linked to real-world activities

Furthermore, a "chemical reaction" that creates new value is intentionally designed through the intersection of different cultures such as beauty, apparel, and hair.

By integrating these without fragmentation, the process itself of value creation and expansion is implemented.

■ POSITION | Design to transcend brands and maximize potential

HISTORIC has expanded its development into multiple domains, starting with eyelashes.

By integrating the previously fragmented communication and experiences of each brand into a single space, we are simultaneously enhancing the speed and quality of value creation.

It is designed not as a mere "cross-over," but as a way for new value to emerge through mutual influence while maintaining the worldview of each brand.

"I believe that beauty, apparel, and hair—these respective cultures—should be closer."

Deconstructing existing perceptions of nails and eyelashes and connecting them with fashion and lifestyle.

New value naturally emerges as diverse people gather and values intersect.

'HISTORIC HOUSE' is a place that intentionally triggers this "chemical reaction" and expands the potential of the brand.

■ LOCATION | Why Shibuya?

This hub is located in Shibuya, Tokyo.

We believe that the speed of a brand's evolution changes with its environment.

By positioning ourselves in this place where youth and energy gather, we aim for the brand to constantly remain new.

■ VALUE | Towards a starting point for continuously updating beauty

New value is born as people gather, information intertwines, and sensibilities are refined.

'HISTORIC HOUSE' will be that starting point, a place where brands, people, and aesthetic sensibilities intersect.

The experiences and creations born here will not be mere fleeting moments, but will expand the brand's potential and ripple throughout the entire industry.

■ Future Developments

Future developments will be announced.