Kami ni Drama o "Tsururincho." POPUP SHOP | Yurakucho Marui

Expressing the brand's worldview in total with a fantastic space themed on "rain"

Kami ni Drama o Co., Ltd. is a manufacturer of professional hair care products. In April 2026, they held a pop-up for their hair care brand "Tsururincho." at Yurakucho Marui. BEEATS was responsible for the design, construction, and graphic tool production of this pop-up store, following the pop-up stores held at LUCUA 1100 and Omotesando, Tokyo, in 2025.

Overview

Event Name	"Tsururincho." POPUP SHOP
Event Date	April 10 (Fri) - April 23 (Thu), 2026
Venue	Yurakucho Marui 1F Calendarium
Scope of work	Spatial design, planning, construction, and print tool production

Event details: https://event.kmdr.app/yurakucho-marui

Further deepening of brand value through continuous partnership

- Background of our Proposal -

Following the previous year, BEEATS produced the pop-up store for Kami ni Drama o. While leveraging last year's track record, this time we developed a space based on the concept of "rain." Aiming at the season when "frizz" is a concern, the project started to expand awareness of the brand's synonymous "Tsururincho." series and acquire new customers through product experience.

Fixtures inspired by rain and puddles, and flow design with privacy in mind

ーPoints of Space Design & Constructionー

• Visualizing the "rain" concept with curved fixtures inspired by puddles and ripple decorations
• Brand name placed in 3D letters on the front of the fixture, balancing eye-catching effect and increased recognition
• Smooth flow design that connects entry to product consideration, purchase, and Gacha experience without delay
• Securing a calm diagnostic space with privacy in mind by installing dedicated partitions

In this design, we used small items such as transparent acrylic, "marbles" reminiscent of raindrops, and miniature "umbrellas" to create a performance that evokes hair care during the rainy season. Also, taking advantage of the location in front of the 1F escalator, which has high pedestrian traffic, we effectively placed large wall visuals that catch the eye from a distance.

Expanding brand fans through high circulation and improved experience value

-Results-

The unified space themed around "rain" stopped passersby, recording a high entry rate. The installed "Hair Quality Diagnosis" content was constantly booked, achieving a high conversion rate from diagnosis to purchase. In addition, by placing the purchase-only Gacha at the end of the flow, it became an experience-based store that increased visitor satisfaction and contributed to SNS diffusion.

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