Copenhagen-based design studio FRAMA will open its first permanent retail space outside Denmark on September 17, introducing a dedicated shop-in-shop for the FRAMA Care Collection at Shibuya PARCO in Tokyo.The launch signals a pivotal step in the brand’s international expansion and a renewed focus on building deeper customer connections through sensory-led retail environments.
With the introduction of this retail concept, the FRAMA Care Collection enters a new chapter— one that unites sensorial rituals with spatial clarity. This evolving visual language reimagines how care is encountered: not as a category, but as an atmosphere that draws from the collection’s foundational ethos. Designed to reflect the architecture of wellbeing.
Strategically located on the third floor of one of Tokyo’s most progressive department stores, the FRAMA Care space offers a tactile, immersive setting that blends product, ritual, and environment. Every element of the shop is designed to engage the senses, offering a curated encounter with the Care Collection’s expanding universe.
A STRATEGIC SHIFT: CARE AS CULTURE
The opening of FRAMA Shibuya PARCO reflects the brand’s evolving retail strategy—moving from online and wholesale channels into spatial storytelling. More than a display, the new concept store is a cultural expression: a platform for engaging local audiences and reinforcing the Care Collection’s global identity.
Japan was a deliberate choice. With its reverence for minimalism, materiality, and holistic wellbeing, the market aligns with FRAMA’s core values. Partnering with PARCO—an influential retail destination known for its lifestyle curation—positions FRAMA at the heart of one of Asia’s most discerning design landscapes.
THE FRAMA CARE COLLECTION
At the core of the new retail space is the full FRAMA Care Collection, first launched in 2016 and now considered a cornerstone of the brand. Developed at the FRAMA Studio Store in Copenhagen, the collection includes hand and body care, hair care, personal and home fragrance—each formulation anchored in natural ingredients and designed to complement everyday rituals. TheTokyo location will offer the complete assortment, allowing visitors to explore the full narrative of care through texture, scent, and light.
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