Always changing yet constant
window displays
Chiaki Shimamura
VMD Office and Tomorrowland Shibuya Main Store
Joined in 2009
Text and Edit / Yukiko Shinmura
Photo / Sho Ueda
A growing love for creating things
I made a photo album to give to a store staff member at their farewell party and as one of my seniors saw me working and the finished product, they told me I'd be good at visual merchandising (VMD). That one comment made me start exploring the field more and doors leading me to VMD-related work gradually started to open.
I joined the store's visual presentation team and got involved with seasonal projects, tying countless ribbons ahead of Christmas, and making vinyl sheet designs on the computer, as I had majored in product design. As I worked, I was reminded of how much I enjoy jobs that involve using my hands.
Seeing historical items through a new lens
Since being put in charge of VMD for all of Tomorrowland's stores, I plan six yearly window displays and help with large-scale projects like seasonal events and popup event preparation. I choose the art and interior pieces, get props together, and make anything else we need.
The key is how you use colors plus classic, traditional, and authentic aspects. And humor as well. We have a lot of rare furniture and art that we found overseas. I think Tomorrowland has the ability to show a new side of pieces with timeless allure, so I focus on keeping that balance between being everchanging yet always constant. I love making things instore and then being able to see customers as they enter.
The challenge of unifying everyone's senses
Support from those on the floor is very important, which is why I go with the retail team every week to visit each store and talk with the store managers about how to resolve their day-to-day challenges, check the store layouts, and guide improvements accordingly. We hold study sessions with all of the store staff whenever the seasons change to share our reasoning behind upcoming window displays.
Current challenges include uniform quality across all of the stores and bottom-up management. It's hard to give good tips and this is an area I'm working on now. I want us to grow as a team, not just for me to grow individually. My goal right now is to create an environment where people are equally moved no matter which of our stores they visit.
Chiaki Shimamura
VMD Office and Tomorrowland Shibuya Main Store
Joined in 2009
She started off as a store staff member at the Tomorrowland Shibuya Main Store and launched her career in VMD after getting involved with the visual presentation team. She works at the main office Monday to Thursday while also working at the store during the weekends.