【Co-creating the "Future" of Physical Stores with Gen Z x AI】 BEEATS CO.,LTD. Launches Industry-Academia Collaboration Project with 3 Universities

Combining store marketing expertise with AI tools,
designing the "Future Store Experience" required for the retail of the future

BEEATS CO.,LTD. (President & CEO: Matahiro Kashiwagi, Chuo-ku, Osaka, hereinafter "BEEATS"), which co-creates brand experiences in the retail sector, will launch the "Next-Generation Store Planning & AI Creative Practice" program from May 2026 to February 2027 in collaboration with a joint seminar participated in by students from three universities—Aoyama Gakuin University, Sugino Fashion College, and Kanagawa University—with the supervisory cooperation of Filgate Co., Ltd. (Representative: Masanobu Kikuhara, Minato-ku, Tokyo, hereinafter "Filgate").

This project is an industry-academia collaboration project that explores the possibilities of new store experiences by combining the knowledge of marketing and spatial production in physical stores that BEEATS has cultivated so far with the flexible ideas unique to students. We will also work on idea generation and planning development that will lead to next-generation store experiences while utilizing AI tools.

Background of Project Launch: Co-creating the experience value of physical stores with students and companies

As the spread of EC and the digitalization of purchasing behavior progress, the "reason to visit a real store" is being questioned once again. Stores are increasingly required to act not just as a place to purchase products, but as a place for experiences that generate empathy for the brand, and as a space that makes people want to post on SNS.

BEEATS, which handles store marketing and spatial design, believes that by incorporating the sensibilities of Gen Z students who will lead the market of the future, as well as rapidly evolving generative AI, into the planning and production processes, it is possible to expand the new possibilities of store experience.
This program is not just a lecture for students, but a co-creation project where companies and students explore "new answers" in the retail industry from a flat perspective.

Practical program inviting guest speakers

This program, which kicked off in May 2026, will run for a long period until February 2027, featuring guest speakers who are active on the front lines in addition to BEEATS staff. Welcoming guests such as Hamin Park, CBO of the fashion platform "nugu" supported by Gen Z, we will conduct a combination of lectures and workshops, ranging from the basics of store marketing to the practical application of AI tools.

• Implementation period: May 2026 - February 2027
• Target: Joint seminar of Aoyama Gakuin University, Sugino Fashion College, and Kanagawa University
• Research Theme: Investigating and Designing "Future Store Experience"
• Supervision Cooperation: Filgate Co., Ltd.
• Scheduled guest lecturers: Park Hamin (nugu CBO) and others

5 steps to engage in through practice

Students experience everything from research, planning, production, verification, and proposals through the following 5 phases consistently. Finally, they will take on the challenge of planning with an eye toward proposals and implementation in actual business scenes.

1. Investigate: Research and study the mechanisms of "SNS-based hubs" where Gen Z gathers
2. Plan: Incorporate AI tools into the idea generation process to design next-generation store experiences
3. Create: Utilize AI tools to produce POP, fixtures, and graphics to color the space
4. Test: Verify the raw reactions of visitors through panel exhibitions at the Sugino Fashion College university festival, etc.
5. Challenge: Propose polished plans at a final presentation attended by related companies

Future Outlook: Aiming to implement outstanding ideas into actual store promotions

In February 2027, which marks the culmination of the program, students will present their polished next-generation store plans. Regarding the selected outstanding ideas, we aim for social implementation as promotional projects in actual stores or pop-up stores with the support of BEEATS and Filgate.

Through this project, BEEATS will contribute to the development of marketers who will shoulder the next generation, and at the same time, will communicate to society the ideal state of new brand experiences in the retail domain.

About the Takamatsu Seminar, Faculty of Business Administration, Aoyama Gakuin University

This is a practical seminar that engages in business environment analysis and value creation proposals utilizing the students' perspective regarding various social issues faced by modern companies, such as DX, SDGs, circular economy, and inclusive social design. Through corporate presentations and exchanges with other universities, we aim to improve logical thinking skills based on real-world needs and data, and foster presentation skills.

URL: https://www.aoyama.ac.jp/

About the Suzuki Seminar, Faculty of Fashion, Sugino Fashion College

This is a fashion university based on the Sugino Gakuen, which has a history of over 100 years. It is now a comprehensive fashion university that is also taking on challenges in digital fields such as 3D modeling, the metaverse, and AI. In this seminar, we pursue practical studies through corporate collaboration and primarily engage in corporate co-creation, conducting research on themes such as brand development, product development, store development, and environmentally conscious design.

By making industry-academia collaboration projects with over 20 years of track record the core theme, we have accumulated many achievements so far through student-led outputs such as research presentations at academic conferences and entries to business contests.

URL: https://www.sugino-fc.ac.jp/

About the Nakami Seminar, Faculty of Business Administration, Kanagawa University

With marketing, consumer behavior, fostering health management, distribution, regional revitalization such as the Minato Mirai area, and industry-academia collaboration as main themes, we are working on solving challenges held by companies and brands by utilizing the unique perspective of Gen Z.

A major feature is the practical application of theory-based knowledge to produce concrete results.

URL: https://www.kanagawa-u.ac.jp/

About Philgate

We produce and direct business development and marketing. Especially in industry-academia collaboration projects, we play the role of a "strategic hub" that maximizes the potential of both industry and academia. We are involved not only in the overall project design but also in everything from student selection and facilitation of discussion meetings to product development advice based on marketing theory. Through meticulous supervision and progress management, we lead highly uncertain projects to certain success.

URL: https://www.filgate.jp/

About BEEATS

BEEATS is a marketing company that optimizes space design and store digital solutions.
By combining data and technology with creativity, we will greatly evolve the brand experience that can be experienced at the strongest customer touchpoint called retail, and create a comfortable "empathy" that generates real excitement, joy, and trust for consumers.

Trade name: BEEATS CO.,LTD.
Location: Kitahama Chuo Building, 2-2-22 Kitahama, Chuo-ku, Osaka-shi, Osaka
Capital: 10,000,000 yen
Established: April 1977
URL: https://www.beeats.co.jp/
"Retail Voice" URL: https://www.beeats.co.jp/retailvoice/

Business description:
・Market introduction of new products, in-store promotion planning, and fixture development
・Store construction
・Overseas marketing strategy planning and development
・Digital content and video production
・Event, exhibition, and press release development and operation
・Campaign planning and operation
・Web marketing production
・Development of DX equipment and services
・Production and operation of personnel and information management systems

Contact Us
info@beeats.co.jp
Responsible: Nishimura, Sakoda