Kami ni Drama wo “Tsururincho. ‘HOME’”｜Omotesando POPUP

Kami ni Drama wo, a professional manufacturer of beautiful hair products. In December 2025, they held an experiential pop-up event “Tsururincho. ‘HOME’” in Omotesando, Tokyo. Following the pop-up store held at “LUCUA 1100” in September 2025, BEEATS was responsible for the design, construction, and production of flat tools for this pop-up event.

Overview

Event Name	Tsururincho. “HOME”
Event Date	December 9 (Tue) - December 15 (Mon), 2025
Venue	Omotesando GALLERY Store (1F & 2F Ivy House, 5-11-18 Minami-Aoyama, Minato-ku, Tokyo)
Scope of work	Spatial design, planning, construction, and print tool production

Event details here: https://pop-up.kaminidoramawo.jp/tokyo/omotesando-2025

Design of an experiential POPUP with an “at-home care” theme

- Background of our Proposal -

In the previous pop-up, the increase in the number of visitors meant that the time spent with each person was limited. Based on that challenge, the requirement this time was for a configuration that could convey through experience how daily life changes by using the products.
Taking into account that the venue had a two-floor configuration, we proposed a layout and space design that aligned with the event's objectives.

Space design that naturally connects experiences

ーPoints of Space Design & Constructionー

• A configuration where you can experience 3 usage scenes (bath time, drying, morning styling)
• One-way traffic flow to prevent congestion (2F entrance / 1F exit)
• A space tone based on warm colors that evokes a sense of comfort

As an event requiring reservations, we designed a layout and traffic flow that naturally connects people within the two-floor venue so that each person can have a calm experience. By arranging the usage scenes in sequence, we created a space where visitors can easily stop by during their stay and engage thoroughly with each experience.

Realizing a space where visitors can experience it calmly

-Results-

By operating with a complete reservation system and utilizing space design, we realized a place where people can experience the products in a calm environment.
By separating the usage scene proposals and experiential content such as workshops and diagnostics by floor,
the flow of movement was organized, creating a configuration where people can experience it comfortably even within a limited time.

In addition, we have received words of satisfaction from the person in charge regarding the finishing of the space.

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.).

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