I <3 Shiseido... and we know you do too.

Forget stuffy boardrooms and boring presentations. In September 2024, we did something a little...extra. We transformed a venue in Westchester into Shiseido City, our very own love letter to the Big Apple. The theme wasn't just a backdrop; it was a full-blown experience, all built around our slightly-addictive slogan: I <3 Shiseido.

The mission? To bottle up the chaotic, stylish, and just-plain-cool energy of NYC and uncork it somewhere a little quieter. And every corner, every sign, every tiny detail was a tribute to that iconic New York vibe.

The City That Never Sleeps (or Skips a Skincare Routine)

Our team went all-in to make this a reality. Carolina, our resident art genius, whipped up an illustrated skyline that looked like classic New York... until you squinted. Look closer, and you'd spot our bestsellers, from NARS to Drunk Elephant to Clé de Peau, hiding in plain sight as skyscrapers. It was the visual glue that held the whole event together, from the programs to the huge screens.

Michelene took the I <3 Shiseido concept and ran with it, creating a subway system all her own. She designed custom signage that looked like authentic station stops and metro maps, guiding our guests through Shiseido City like seasoned locals. Oh, and did we mention Michelene also designed the elevators to be vinyl wrapped to look like subway doors opening and closing?

And Emily, our resident scavenger hunt champion, went on a mission to find the real, authentic, not-a-knock-off NYC swag. We're talking genuine "I <3 NY" magnets, tiny taxi cars, Statue of Liberty figurines, and classic New York apples, the kind you’d find in a dusty souvenir shop on a tourist trip.

The Hottest Newsstand in Town

The absolute star of the show was our custom-built Shiseido City newsstand. It looked like it had been lifted right off a Manhattan corner, but instead of tabloids and gum, it was stocked with Shiseido-branded goodies and NYC-inspired treasures. Guests could "shop" the stand, stuffing their "Have a Nice Day" bags with mugs, pins, notebooks, and keychains. It was the perfect blend of nostalgia and brand pride, and everyone left with a little piece of the city.

More Than Just a Meeting

Sure, on paper, this was a business strategy meeting. But for us, it was so much more. The details, the design, and the overall vibe of Shiseido City gave the event a pulse. It wasn't just about sharing a vision; it was about sharing an experience. It brought people together, made them smile, and reminded them why they're part of a brand with so much heart.

Love the details in Shiseido City? You might also enjoy our Tory Burch Beauty event in Paris, where we brought a completely different vision to life with the same attention to detail.