Kami ni Drama wo "Tsururincho." POP-UP STORE | LUCUA 1100

Kami ni Drama wo Co., Ltd. is a professional hair care manufacturer. To coincide with the launch of the brand's first fragrance variation, "Tsururincho. HATSUKOI," from their current hair care brand, "Tsururincho.," they held a pop-up store at "LUCUA 1100." BEEATS was in charge of the store's design, construction, and print tool production.

Overview

Event Name	"Tsururincho." POP-UP STORE
Event Date	September 5 (Fri) – September 11 (Thu), 2025
Venue	Lucua 1100, 2nd Floor, Event Booth "Promotion 1"
Space	10,650×2,780㎜
Scope of work	Spatial design, planning, construction, and print tool production

Click here for event details: https://lucua-popup-202509.kaminidoramawo.jp/

The brand's first POPUP store

- Background of our Proposal -

This was the first pop-up held by the brand, Kami ni Drama wo. They consulted us about a pop-up store after seeing past POPUP cases handled by BEEATS. The following points were emphasized in their requirements.

• Expressing the brand's worldview while keeping costs down
• Prioritizing a space that emphasizes visuals
• Reflecting the bottle color "beige" + new color "ash pink" in the space

Interior and construction that embodies the brand's worldview throughout the space

- Points for Production and Construction -

• Based on white and beige, reflecting the bottle's "beige" and the new color "ash pink" as accents in the space
• Fixture design with an eye toward continued use in future POPUPs (optimizing size, structure, and maneuverability)
• Created a sales floor configuration with visibility and visitor circulation, centered on original circular fixtures
• Produced POP displays that allow customers to choose products according to their hair concerns

Expressed a natural and high-quality worldview typical of the "Kami ni Drama wo." brand with soft tones based on white and beige.
By building the construction, graphics, and flow line design around the circular fixtures, we created a sales floor space that makes visitors naturally stop and want to touch the products.

Approximately 8,000 visitors, contributing to brand awareness expansion

-Results-

There were approximately 8,000 visitors during the event period.
Despite it being the brand's first pop-up, it generated contact points with many visitors, leading to the creation of awareness and experience opportunities.

The person in charge commented,
"It was immediately recognizable as a shop even from the entrance, and the visibility was high."
"By using the commercial visuals in a large format, the entire space felt bright."
We received such positive feedback, and were able to achieve certain results in terms of how the shop was viewed and in creating the brand's first impression.

About Kami ni Drama wo Co., Ltd.

Kami ni Drama wo Co., Ltd. is a hair care manufacturer that develops and sells agents and home care products specializing in hair straightening and other hair beauty menus. It originally began with seminar activities to teach beauty techniques for hair beauty menus to hairdressers. As a beauty manufacturer that values "things (experiences)" rather than just "goods," they aim to increase the value of hairdressers and the beauty industry. While envisioning a future where both customers and hairdressers can be happy, they are developing salon-originated hair care brands such as "Tsururincho." Through product development that utilizes the voices of salon professionals, they deliver optimal care tailored to hair types and concerns.

Kami ni Drama wo Corporate Site

For inquiries regarding pop-up stores and pop-up events, please contact BEEATS

BEEATS provides end-to-end support for promotional events such as various pop-up stores and pop-up events, including apparel, cosmetics, and food, from planning and spatial design that embody the brand's worldview to construction and on-site venue operation (arranging event staff, etc.).

▶ Click here for details on planning, spatial design, engineering, construction, and operation services for pop-up stores and promotional events

If your company is considering opening a pop-up store or launching an event, please feel free to consult with us.

We can support pop-up store openings not only in Japan but also in the Korean market seamlessly.

▶ Click here for details on our support services for Korean pop-up stores