SHIRO, a cosmetics brand, will open its new flagship store, "SHIRO Ginza Main Store," in Ginza on Friday, November 6, 2026. The store is built around SHIRO's perspective of "re-editing Japan," offering a way to experience the idea through all five senses.
A Store Built With the Day It Is Passed On in Mind
While searching for a location for SHIRO Ginza Main Store, SHIRO came across a beautiful intention.
The setting is the Ginza Building, built in 1960. 45R, a fashion brand that once had a shop here, and the carpenter collective 三角屋 left behind "kigumi" wooden joinery in the building, a technique that allows the timber to be reused without damage even when it is dismantled in the future. The building's owner also chose not to rebuild but to keep using the place while making repairs. SHIRO received the memories and work that have accumulated here and breathed new life into the making of the store.
What new things can be created once something has been received? That is exactly the kind of making SHIRO has continued as it has traveled to seas, forests and fields across Japan and received materials from producers and artisans. Plants and trees cut during forest care become potpourri. The changing of Japan's four seasons becomes four limited-edition fragrances.
The culture of thinking of someone and writing them a letter becomes an experience. The wisdom and sensibilities Japanese people have long held are transformed into forms that people today find interesting.
Through this store, SHIRO begins its "re-editing of Japan" from its own perspective, starting here in Ginza.
Visitors can make potpourri with their own hands and send its scent to someone dear to them. A postcard written in Ginza can reach someone living far away. Not only things but also feelings and joy are passed from person to person. Built on receiving those memories, SHIRO Ginza Main Store aims to nurture, from Ginza, a healthy cycle in which the warmth of people and nature is in harmony.
SHIKI FRAGRANCE, Inspired by the Four Seasons and the History of Ginza
Ginza Main Store Exclusive Fragrance | SHIKI FRAGRANCE, 40 mL, ¥5,060 each (tax included)
Japan has a culture of appreciating the delicate moments found in the changing seasons. At SHIRO Ginza Main Store, the fragrances are inspired by the gradations of color that Japan's four seasons paint, and by the town of Ginza, which has built up its history while changing its look with the times. They can only be found at this store.
Each scent lets the wearer feel not only the scenery of the seasons but also the delicate transitions between one season and the next. The four fragrances, exclusive to the Ginza Main Store, are meant for a moment of pausing in a busy day and simply being oneself.
SAKURA | Spring
The cherry blossoms that announce the arrival of spring, and the willows that the people of Ginza have long protected. Quietly watching the blossoms open and eventually fall, and turning one's heart to the changing of the seasons, is a way of spending spring that Japanese people have loved since ancient times. Layered over it is the scenery of the willows that have watched over Ginza's history. A soft floral reminiscent of fluttering cherry blossoms is combined with the fresh green of willows swaying in the wind. The result is a calm yet elegant scent in which the cherry blossoms that color Japan's spring melt together with the willows that connect to Ginza's memories.
- TOP: Blue Sky Accord, Pear, Green
- MIDDLE: Cherry Blossom, White Freesia
- LAST: Iris, Cherry Wood, White Musk
TAKE | Summer
The upright, deep-green look of bamboo brings coolness to a Japanese summer. Layered over it are the show windows lined along the streets of Ginza. Bamboo draws people in just as it is, while a show window makes the beauty of objects stand out through a single pane of glass. What nature and the city share is an "aesthetic of subtraction," which strips away the unnecessary and lets the essence shine. The summer scent "TAKE" combines these two senses of beauty into a refined fragrance in which a crisp coolness spreads into limitless clear transparency.
- TOP: Watery Accord, Windy Accord
- MIDDLE: Bamboo, Gardenia, Green Rose
- LAST: Musk, Amber, Labdanum
MATCHA | Autumn
Many people may think that the season of fresh greenery is the best time for matcha. In fact, tea leaves picked in spring pass through the summer and reach their most mature flavor around autumn. After being steamed and dried, the leaves are slowly aged, which makes the aroma richer and gives the taste a gentle roundness. Layered over this is Ginza's brick town, which was reborn in new forms again and again after fires and earthquakes. Matcha deepens its flavor over time, and Ginza has changed while handing down what matters. The scent combines the two, resulting in a fragrance with deep calm and quiet strength.
- TOP: Bergamot, Grapefruit, Lime
- MIDDLE: Green Tea, Jasmine, Geranium, Magnolia
- LAST: Amber, Musk, Cedarwood
AKARI | Winter
The winter solstice is the day of the year with the longest night. In Japan, this turning point has been treasured as a time to look back on the year and think about the new one. People tidy their homes and hearts at the end of the year and spend long winter nights quietly facing themselves. Accompanying Japan's winters has been the "tomoshibi," a light that gently illuminates cold nights. The warm light people gather around is combined with the gas lamps that shaped the scenery of Ginza, creating a fragrance that quietly lights the strength to move on to what comes next.
- TOP: Bergamot, Neroli, Cardamom
- MIDDLE: Jasmine, Rose, Clove
- LAST: Musk, Patchouli, Sandalwood, Cedarwood
Potpourri Blender Lab, Connecting Materials and People Across Japan
SHIRO's making begins with encounters with people and materials. From the Ginza Main Store, SHIRO shares an approach in which making products creates a comfortable cycle for the earth, and both the producers who nurture the materials and the customers who receive them are connected in a "circle" of happiness. The "Potpourri Blender Lab (ポプリブレンダーラボ)," newly established on the second floor, is a place that gives form to that philosophy.
Seasonal plants and pieces of wood gathered from fields and mountains by producers and foresters that SHIRO met on its travels across Japan are delivered directly to the lab. One example is the goldenrod that arrives from a forestry site in Hokkaido. It is a flower foresters come across during the summer "undergrowth clearing" as they raise saplings with the aim of a rich forest 100 years from now. The plants must be cut to let light reach the still-small saplings, but SHIRO does not throw them away. They are carefully gathered and used as a gift of the earth. As the trees grow steadily and the forest spreads, the flower naturally disappears. The flowers that color this potpourri are a crystallization of rare scenery that can only be seen during these few years, while the forest is changing into its next form.
Visitors can feel the vigorous breath of plants and trees while in Ginza and imagine Japan's rich landscapes. This is meant to be a small opportunity to feel distant forests close at hand in daily life and to think about the future of the earth. Making potpourri in Ginza leads to support for producers across the country and to the cultivation of forests, and becomes a sure step toward a better future. Through the potpourri shelf, which changes its shapes and colors with the seasons, visitors can experience again the beauty of Japan, where we live, and the blessings that nature gives.
Fragrance Potpourri, for Meeting Your Own Natural Scenery and Scent
The lab on the second floor holds crystallizations of natural scenery filled with the thoughts of makers from across Japan. These include plants gathered by foresters who think about the forest 100 years ahead, plants grown in fields around the country, and Loss Flower®, which rescues flowers that are still beautiful but would normally be thrown away, and brings out new appeal in them. The bounty of nature and the thoughts of the makers are connected to the next kind of beauty.
Visitors pick up materials that change with the seasons, freely combine colors and shapes, and shape their own "Fragrance Potpourri." To finish, they can add a scent of their choice from the limited-edition "SHIKI FRAGRANCE." The producers who nurture the materials, the makers who give new value to materials that would have been discarded, and the visitor who weaves their own piece of nature are all part of the process. It is a warm cycle in which everyone's smiles are connected to the future from Ginza, and visitors can create it with their own hands.
EXPERIENCE WORKSHOP: Fragrance Potpourri, ¥3,960 (tax included)
- The price includes both the experience and the product.
- The making experience and the time until handover take about 30 minutes.
"Letters" From Ginza and the "SHARE POST"
In an age when words are easily exchanged on screens alone, SHIRO wants visitors to enjoy the pleasure of conveying their feelings in handwriting. With that wish, the Ginza Main Store offers the "SHARE POST," where visitors can post letters.
Customers who purchase the Ginza Main Store exclusive fragrances or try the Potpourri Blender Lab receive a postcard. Following the "culture of elegant letters" that has long taken root in Ginza, the store has a window-side space for writing letters, and visitors can post them right away.
A "single letter" addressed to the owner also lay behind SHIRO's decision to open a store in this place. The memory of that letter led, from the design stage, to SHIRO's strong intention to make a store from which letters are sent. In addition, SHIRO came across an old mailbox that was about to be thrown away before the building's renovation. This tool, which actually supported people's lives and feelings in this building, is being reused in the new store.
There is a charm in the very act of thinking of someone while traveling and writing words on the spot. A postcard written at the window of the Ginza Main Store will be sent, from the mailbox that has lived in this building and carried people's memories, to destinations in Japan and across the sea.
A New Store Space Where "Town Memories" and "Nature's Bounty" Cross, and Time and Feelings Circulate
The street-facing first floor is a space like a "doma" (earthen floor). When the two sliding doors are pulled in, the frontage opens wide, making an open entrance where the Ginza street and the interior of the store are continuous.
Ginza has a human-scale townscape that has valued, since the Edo period, a comfort based on the "length of a human stride." The ages of the buildings, the show windows and the alleys all differ slightly from one to the next. The town is not completed by one grand intention. Many shops and people stand side by side and keep renewing it. That is the character of Ginza.
The third-generation owner of the Ginza Building says they remember playing as a child in this place, built by their predecessors, where people have always been the main characters. For that reason, when seismic reinforcement became necessary, the owner chose to keep using the building while making repairs rather than rebuilding it.
SHIRO is only a tenant of the first and second floors. Yet it deeply resonated with the owner's feelings and, with the single aim of "carrying the traces of that time into the future," has explored ways of regeneration together with Hiroyuki Ogura, who designed the new store. The old concrete columns and beams of the seismically reinforced building were used as they are, and the exterior tiles that had chipped over time were made from scratch, with new molds, together with a kiln in Tajimi. Rather than deliberately making the building look new, the exterior, where the craftsmanship of the time shines, was faithfully reproduced, keeping the texture of history and carrying the building's memory into the future.
Inside the store, SHIRO practices the "store-making that does not throw things away." Valuable building materials such as wood and stone used by the fashion brand 45R, which once kept time in this place, were entrusted to SHIRO and are reused with new life. Just as the doma of a machiya townhouse was once a place of trade and exchange between people, the boundary between the street and the store is deliberately blurred, and the aim was an entrance that is continuous with the street so that passersby can drop in. The first floor, inspired by the doma of a Japanese house, has a wide frontage that connects the Ginza street and the interior comfortably. Old and new materials blend beautifully, inviting visitors into a more leisurely sense of time. It is a space that carries SHIRO's new intention to pay respect to past history and pass the earth's resources on to the future.
The Potpourri Blender Lab on the second floor. Colorful plants and flowers arriving from across Japan are stored on the wall shelves, and their appearance changes with each season.
Going further into the store, visitors climb to the second floor over stepping stones and steps made of travertine inherited from 45R. The arrangement leads visitors from the inside toward the outside.
Partner | Space Design
Hiroyuki Ogura of DRAWERS, who was in charge of the design, pursues beauty and convenience in spatial design while remaining conscious of the "responsibility of making," and creates product designs and works with the future in mind. Besides SHIRO Ginza Main Store, he also designed stores such as SHIRO Isetan Shinjuku store, MAISON SHIRO, a whole-building rental accommodation in Naganuma, Hokkaido, that opened in April 2024, and SHIRO's Tokyo office.
Hiroyuki Ogura
Born in Ono, Hyogo. Graduated from the Department of Environmental Design, Faculty of Art, Kyoto University of Art and Design (now Kyoto University of the Arts).
After working at cafe co., he founded the interior design office DRAWERS in 2011, engaging in creative work that circulates and connects to the future. Since 2020, he has started activities outside client work. He also runs "wa/ter," a product brand that creates new value from waste materials through interior design.
- DRAWERS: https://drawers-design.com/
- wa/ter: https://water-sup.com/
Shop Information
SHIRO Ginza Main Store
- Opening date: Friday, November 6, 2026
- Address: Ginza Building, 1F and 2F, 3-3-12 Ginza, Chuo-ku, Tokyo
- Hours: 11:00 AM to 8:00 PM (irregular holidays)
- Products: Skincare, fragrance, makeup, home
