GINZA SIX rebuilds its basement beauty floor around six brand "experiences"

GINZA SIX Retail Management, which runs the Ginza Six mall for owners Mitsui Fudosan, Sumitomo Corporation and J. Front Retailing, said in a release dated 23 July that it is rebuilding the basement beauty floor this autumn, replacing several open, comparison-style cosmetics counters with a smaller number of brand-anchored spaces.

According to the release, five brands anchor the new basement line-up. Maison Margiela Fragrances opens a pop-up built to a GINZA SIX-exclusive store design on 1 October, running for a full year through 30 September 2027. Mikimoto Beauty opens the same day with a flagship carrying its pearl-derived skincare line and a private treatment room. ReFa's renovated counter reopens 1 August, Acqua di Parma's reopens in early September with a woven-fibreglass facade and Japanese wood-grid detailing, and Thai wellness-fragrance brand PAÑPURI opens its first GINZA SIX counter on 16 October.

The mall is renovating elsewhere in the same window: Ami Paris's third-floor space reopens 29 July carrying GINZA SIX-exclusive merchandise, and Royal Flash's multi-brand fashion selector on the fifth floor reopens 2 September — separate from the beauty floor itself but part of the same autumn refresh.

Trading a wall of parallel counters for a handful of appointment-led spaces is a Presentation and Product bet rather than a Price one: fewer brands, but each given room for a diagnostic or a treatment rather than a brief pitch across a glass counter. It fits how GINZA SIX has positioned itself since opening in 2017, closer to a luxury showcase than a mass beauty destination, and the format is one that mall and department-store operators watching Gen Z and inbound demand — including GINZA SIX's own part-owner J. Front Retailing — are likely to be watching closely.