Bag brand ajew opens a phone-case customisation pop-up at Isetan Shinjuku
ajew is running a week-long "Charm Studio" at Isetan Shinjuku where shoppers build their own phone case from around 25 parts, including pieces that let last season's design be restyled rather than replaced.
Park Creation Inc., which operates the bag brand ajew, is opening a pop-up called AJEW CHARM STUDIO on the first floor of Isetan Shinjuku's ISETAN Seed section from 16 to 22 September, running 10am to 8pm daily, the company said.
At the pop-up, customers choose from roughly 25 curated parts to build a customised phone case; the same parts can also be attached to iPhone cases sold separately, shoes and key charms, according to the announcement. Shoppers who already own one of ajew's "bloom edition" cases from the brand's spring/summer collection can bring it in and restyle it with the new autumn/winter parts rather than buying a new base case.
The pop-up also carries new pieces including the ajew cadenas zipphone case shoulder, a MagSafe-compatible case with a detachable pocket; a "Pearl timeless strap" built around an oversized pearl; and two-way croco-effect bags in rectangle and square shapes. Pricing was not disclosed in the release.
Letting customers rebuild an item they already own, rather than only selling a new one, is a small loyalty play as much as a merchandising one — it gives a repeat customer a reason to return to the same counter each season, and it is a cheap way for a still-growing accessories brand to keep testing which parts sell before committing to a wider line.