Foreign Lush customers in Japan can now shop without language barriers as the brand launches the first language-free concept store in Shinjuku district.

By using AI technology, the UK cosmetics retailer helps its customers enjoy their retail experience without words as they use digital functions, including interactive walls and app-controlled lighting, to locate and choose their favourite products.

“Shinjuku represents the ultimate version of what we want from a shop. Importantly, it was the first time our tech warriors and brand and shop design teams collaborated to create a retail space in a digital age,” said Adam Goswell, tech R&D manager at Lush. 

Besides being its first language-free concept store, Lush Shinjuku is also its largest store in Asia, spreading over four floors with its signature fragrant goods.