"SHIRORU" Pop-up Event | @cosme TOKYO

SHIRORU Inc. develops skincare and cosmetic products. In February 2026, they held a pop-up event at @cosme TOKYO to accompany the renewal of their main skincare line and the announcement of a new cosmetics line. BEEATS was responsible for planning, spatial design, engineering, construction, and the production of graphic tools.

Overview

Event Name	"SHIRORU" Pop-up Event
Event Date	February 11 (Wed) - February 17 (Tue), 2026
Venue	@cosme TOKYO 2F
Scope of work	Planning, spatial design, design, construction, flat tool production

Event details: https://prtimes.jp/main/html/rd/p/000000043.000121623.html

POPUP spatial design aimed at expanding brand awareness and maximizing sales opportunities

- Background of our Proposal -

We were consulted about a pop-up event for the renewal of the main skincare line and the announcement of a new cosmetics line, aimed at expanding brand awareness, maximizing purchasing opportunities, and acquiring new users. We proposed a design that emphasizes standing out to visitors without being buried by diverse brands.

The requests we received are as follows:

• Making it possible to feel the brand concept of "snow-like transparency"
• Wanting to install tabletop Gacha machines and product mockups as purchase benefits
• Setting up a space for touch-ups of the new cosmetic line and facial cleanser
• Fixture design that looks ahead to future event developments

Sales space that promotes smooth experience and purchasing

ーPoints of Space Design & Constructionー

• Creating a "snow-like" worldview with realistic snow creations and wall graphics
• New product area designed with flow and fixtures that visually indicate touch-ups and product appeal
• Emphasizing the symbolic nature of Crystal Whip with circular displays and product mockups
• POP production that expresses catchy words and the brand's worldview to promote the new cosmetics line experience

In a store that is often cluttered with many cosmetics, we combined a focus on snow texture, clear flow design, and the use of illuminated fixtures to realize a sales space that enhances the brand's worldview while leading to a smooth experience and purchase.

Product display fixtures are designed with strength and finish that can withstand relocation and re-installation, and can be used in future POPUPs and events.

Embodying the brand's worldview and contributing to awareness expansion

-Results-

We embodied the brand concept of "snow-like transparency" throughout the space and realized an experience design that makes visitors want to try the products. By placing highly visible eye-catchers such as product mockups and tabletop Gacha machines, and using display fixtures and VMD that intuitively convey the product's features, we contributed to expanding awareness and creating sales opportunities.

About SHIRORU Inc.

SHIRORU Inc. develops various beauty cosmetics, centered on "Crystal Whip," a carbonic acid foam facial cleanser that has been No. 1 in domestic sales for three consecutive years*. Based on the belief of "The more you use it, the more ideal clear skin you get," it is a comprehensive skincare brand that makes the world more beautiful with the added value of making customers' skin beautiful.

*Survey by TPC Marketing Research, May 2024 (2022/5 - 2025/4)
SHIRORU Inc. Corporate Website

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