SHISEIDO is holding the experiential event "Dig It?" at Ginza Sony Park for a limited time from Friday, September 11 to Sunday, September 20, 2026. The event presents three pieces of content that remix, for today, the path of "beauty" that SHISEIDO has shared over the years. Through the experience of digging deep into whatever catches your heart ("digging"), it offers a chance to meet a new you.
Before the public opening, an opening event was held on Thursday, September 10. Participants were seen enjoying self touch-up makeup, freely using the items at the venue.
SHISEIDO's Limited-Time Experiential Event "Dig It?" Opens at Ginza Sony Park
The event consists of three pieces of content: "Dig into Your Roots?", "Dig into Goods?" and "Dig into Makeup?".
Through this content, participants can have a special experience in which SHISEIDO's history and today's sense of beauty come together.
Star-Studded Guests Attend the Opening Event
Guests including Kozue Akimoto, emma, Hirona Yamazaki and STARGLOW attended the opening event. It was a chance to experience SHISEIDO's bold and playful advertising collection.
Ahead of the release of SHISEIDO's holiday collection "GINZA WONDER × TOMO KOIZUMI," Hirona Yamazaki appeared in a colorful ruffled dress by TOMO KOIZUMI.
Speaking about the event, Hirona Yamazaki commented, "It is an event where you can dig deep into so much of SHISEIDO's appeal, so please do come and visit."
GOICHI of STARGLOW said, "I really liked the vending machine on the 'Dig into Goods?' floor! It has lots of luxurious items like pouches inside!" TAIKI shared his impressions, saying, "I really liked the display of posters from every era on the 'Dig into Your Roots?' floor. You can see the trends of each time, which I thought was wonderful."
Kozue Akimoto commented, "The history of 'beauty' that Shiseido has built. It was a special space, so please do enjoy it to the fullest." emma said, "In the space on the second floor where the archive of past advertisements is displayed, I could feel how Shiseido's beauty has changed with the decades. I think it is rare to be able to see so much of the archive at once, so I personally enjoyed it a great deal."
TOMO KOIZUMI, the dress designer and artist who designed the dress Hirona Yamazaki wore, also attended. He said, "Ms. Yamazaki has a different atmosphere from the models in this campaign's creative; she has a cool air that was wonderfully off-balance, in a good way, with the cute dress."
A number of TOMO KOIZUMI's dress collections are being shown in advance at the event.
A Special DJ Performance by tofubeats Too
As special content at the opening event, tofubeats, who works as a music producer and DJ, attended.
He gave a DJ performance with a special mix of commercial songs from the past, including "Kimi no Hitomi wa 10000 Volt," which was also used in Shiseido's TV commercial for its 150th anniversary, and "Me-gumi no Hito," which became popular again on social media.
tofubeats commented, "I thought it was a wonderful event where you can enjoy everything from Shiseido's history to its latest products. I also made a tote bag with Shiseido designs, and since making something yourself is not an experience you often get, I had fun."
The audio from this performance can be enjoyed as the venue's background music throughout the "Dig It?" run, from Friday, September 11 to Sunday, September 20.
Three Experiential Contents of "Dig It?"
Dig into Your Roots?: Advertising Collection Exhibition
The exhibition shows a number of advertising collections created across the ages. It is a space where you can feel bold and playful designs and words with your whole body.
Dig into Goods?: The Appeal of Limited-Edition Original Goods
A total of 40 types of limited-edition goods will appear, remixing for today the designs and words used in past advertising collections. On a first-come, first-served basis, you can take home one that catches your heart.
There is also an experience in which you choose a favorite word from all 8 Shiseido typefaces used in past advertising collections and make your own original goods.
T-shirts and tote bags made by Hirona Yamazaki, STARGLOW, Kozue Akimoto and emma, who attended the opening event, are also displayed on the wall.
Dig into Makeup?: Self Touch-Up with the Holiday Collection
You can enjoy original makeup that remixes, for today, the latest holiday collection and the items used in advertising designs. Visitors receive SHISEIDO samples.
Event Overview
Details of SHISEIDO's limited-time experiential event "Dig It?" are as follows.
Address: 5-3-1 Ginza, Chuo-ku, Tokyo (Ginza Sony Park)
Dates: Friday, September 11 – Sunday, September 20, 2026
Hours: 11:00–19:00 (last admission 18:30)
Admission: Free
Reservations: No advance reservation required
*Only original goods are sold at this event venue.
Details about the event can be found on the official website and social media accounts below.
