Daimaru Asumise Experiential Store

Nestled in the heart of Tokyo, the Daimaru Tokyo Store is a well-loved shopping destination known for its blend of luxury, innovation, and cultural appreciation. One of its most exciting attractions is Asumise, a unique experiential store designed to offer visitors a deeper connection with the brands and products they discover. After its grand reopening on September 18, 2024, Asumise expanded significantly, now occupying a larger space on the ninth floor of the store. With its size quadrupled, Asumise has become an immersive shopping environment where visitors can explore a carefully curated selection of products that represent the future of people, regions, and nature.

Asumise is not just about shopping—it is about discovery. Unlike traditional retail stores where customers browse and buy, Asumise functions as a dynamic showroom that allows visitors to engage with each product in a more meaningful way. The store highlights unique and innovative brands, giving shoppers the opportunity to learn the stories behind each item, interact with expert staff, and make informed decisions. This concept transforms shopping into a personalized experience, ensuring that every purchase is thoughtful and intentional.

One of the most exciting aspects of Asumise is its rotating selection of brands, which are carefully chosen from over 300 candidates. With a focus on sustainability, craftsmanship, and innovation, these brands are updated every three months, ensuring that each visit offers something new and exciting. This approach makes Asumise a must-visit destination for anyone who loves discovering emerging brands and unique products that may not be available anywhere else.

Among the standout brands currently featured at Asumise is Kusakura Sashiko, an apparel brand that reimagines the durable yet soft fabric traditionally used in judo uniforms. By incorporating this material into modern fashion, Kusakura Sashiko creates clothing that is both functional and culturally rich. Another must-see brand is HikiZAN, which specializes in beautifully crafted sake vessels made from solid titanium. These elegant pieces showcase a fusion of modern machining technology and traditional artistry, making them more than just drinking vessels—they are statement pieces. For those who appreciate skincare, Aetas offers a range of clean beauty products that prioritize both skin health and environmental sustainability. With high percentages of natural ingredients and eco-conscious packaging, Aetas is a brand that aligns beauty with responsibility.

The experience at Asumise goes beyond browsing. Daimaru Matsuzakaya’s professional staff, known as ambassadors, are on hand to provide in-depth explanations about product features, usage, and the philosophy behind each brand. These interactions create a more engaging shopping experience, allowing customers to understand the value and craftsmanship of the items they are considering. For those who wish to make a purchase, Asumise provides QR codes that link directly to each brand’s official e-commerce site, allowing visitors to conveniently complete their orders online.

The physical space of Asumise is designed to enhance exploration and enjoyment. Created by PHYLE, a company renowned for crafting refined retail environments, the store features elegantly curved displays that highlight the appeal of each product. The shared lounge area, furnished with smooth Ultrasuede®️ sofas, provides a welcoming place for visitors to relax as they take in the experience. Neon reflections in the windows add a sophisticated urban touch, making the space feel both modern and inviting. Every design element contributes to an atmosphere that encourages visitors to linger, engage, and fully immerse themselves in the world of Asumise.

Asumise is an ever-changing shopping destination that rewards curiosity and exploration. With a continuously refreshed selection of brands, each visit feels like a new adventure. By showcasing products that blend traditional craftsmanship with modern innovation, Asumise provides a cultural experience that goes beyond retail. Visitors can expect to find products that align with their values, whether they seek sustainability, artistry, or cutting-edge design.

Located on the ninth floor of Daimaru Tokyo Store, Asumise is easy to access, especially for those arriving via Tokyo Station’s Yaesu North Exit. The store’s hours align with the main department store, typically open from 10:00 AM to 8:00 PM. For those who cannot visit in person, many of the featured brands offer online shopping options, allowing customers to bring a piece of Asumise into their homes no matter where they are.

A visit to Asumise is not just about shopping—it is about experiencing a thoughtfully curated world of products that inspire and enrich everyday life. Whether you are a Tokyo local or a traveler looking for something extraordinary, Asumise is a place where innovation, tradition, and sustainability come together in the most captivating way.