Tokyo Lifestyle Langham Place Concession

Studio X completed the Tokyo Lifestyle Langham Place Concession in Mongkok, Hong Kong — a new retail design milestone for the Japanese cosmetics brand. Positioned prominently at the department store entrance, the design introduces a bold new expression of the brand’s Gen Z-focused cosmetics retail. With over 20 stores worldwide, Tokyo Lifestyle is now rolling out this concession model across multiple sites in Hong Kong, building on the success of this landmark project.

The Langham Place concession demonstrates how micro-retail environments can punch above their weight. By using bold graphics, layered lighting, and modular display systems, we created a space that feels immersive despite its compact footprint. This approach ensures the concession can operate efficiently while still delivering a memorable brand experience. It shows how even the smallest environments can be leveraged as effective storytelling platforms and drivers of customer engagement.

A defining challenge of the project was to capture the vibrancy of Tokyo’s youth culture within a limited area, while ensuring operational practicality. The design solution used scalable display modules and flexible merchandising zones, allowing the brand to refresh product stories quickly and adapt to changing seasonal campaigns. This adaptability helps the concession stay relevant and aligned with the fast-moving beauty retail sector.

Beyond its physical execution, the concession also acts as a testing ground for the brand’s future rollouts. Insights gathered from customer behaviour at Langham Place informed refinements to circulation, display ergonomics, and lighting strategy, shaping a template that can be applied across new Hong Kong sites. In this way, the project not only delivered a high-impact retail environment but also became a strategic prototype, positioning Tokyo Lifestyle for broader expansion in Asia’s competitive cosmetics market.