FRAMA Opens First Overseas Store in Shibuya PARCO: A Design Studio Experience

FRAMA's First International Store Opens in Shibuya PARCO

On September 17, 2025, the renowned Danish design studio FRAMA opened its first overseas store at Shibuya PARCO in Tokyo. This milestone marks a significant expansion for the brand, which aims to cultivate a sensory connection between people through its design. The Shibuya PARCO store is located on the 3rd floor of the recently renovated building, which embodies the theme of "Advanced Contemporary" and features a mix of innovative and distinctive shops representing Tokyo's independent culture.

A New Sensory Experience

The logoed store not only showcases FRAMA's signature care collection, which includes hand care, body care, and fragrances, but also creates a multi-sensory experience that goes beyond traditional retail frameworks. Customers are invited to immerse themselves in an environment that stimulates the senses and fosters emotional connections. The ambiance of the shop encourages introspection and engagement with the products on display.

About FRAMA

Founded in 2011 in Copenhagen by creative director Niels Strøyer Christophersen, FRAMA is dedicated to highlighting the beauty of materials, simple geometry, and universal aesthetics. The design studio spans various lifestyle aspects, focusing on a transparent design that expresses thoughts and ideas. The care collection, launched in 2016, is inspired by the historic St. Pauls Apotek pharmacy space where the brand's flagship studio operates. Each product is crafted with selected materials in Denmark, blending gender-neutral fragrances that are shaped by memories of places, buildings, and journeys. The beautiful Italian glass bottles add a distinctive presence, enhancing interior spaces.

Innovative Store Design

The design of the Shibuya PARCO store is a collaboration between FRAMA’s creative director and a local design agency, DRAWERS, led by Hiroyuki Ogura. The design emphasizes both aesthetic appeal and usability while responsibly considering the environmental impact of the materials. They painstakingly selected colors and textures to embody FRAMA's philosophy, creating a seamless fusion of Danish thought and Japanese craftsmanship. The shop’s walls feature finishes crafted by Japanese plaster artisans, expressing the philosophy of global collaboration.

In addition to the custom furniture used in both Copenhagen and Tokyo, the design includes shelves inspired by an aircraft galley, made with stainless steel, along with a wooden cabinet created in collaboration with a renowned Swedish cabinet maker. These unique elements promote a well-being-oriented atmosphere that aligns with the aesthetics of FRAMA's care collection.

Exclusive Launch Products

In celebration of the store’s opening, FRAMA released limited-edition tote bags and caps featuring the logo of “FRAMA TOKYO.” These items are available both in-store and on the official FRAMA Japan website while supplies last.

New Fragrance: Painted Desert

Coinciding with the store opening, FRAMA also unveiled its new fragrance, "Painted Desert," which draws inspiration from the color transitions and textures of the arid painted desert in the American Southwest. This fragrance beautifully captures the intersection between tranquility and vibrance, anchored by notes of sage, frankincense, cedar, and sandalwood. Set to be released globally on September 17, 2025, the fragrance will first be available at ten selected stores. In Japan, it will be available at FRAMA Shibuya PARCO and the official online store before being rolled out to other retailers starting October 2, 2025.

Experience the Aroma

The latest addition to FRAMA's fragrance collection, "Painted Desert," evokes the diverse scenery of a dry desert landscape in an afternoon heat and nighttime coolness. Aromatic notes draw upon the essence of sage from the arid earth and frankincense rising from sun-warmed stones, creating a nostalgic yet invigorating scent narrative. Keynotes of sage, frankincense, cedar, and sandalwood come together to provide a fragrant experience that is both unique and deeply evocative.

This fragrance will be available in various formats, including Eau de Parfum, Perfume Oil, and room fragrances like scented candles and oil diffusers, allowing users to immerse their environment in a memorable olfactory experience.

FRAMA's Legacy in Fragrances

Like all FRAMA fragrances, "Painted Desert" is deeply rooted in specific locations, continuing the brand's tradition of merging individual scents with distinct places. The addition of this new fragrance complements existing offerings, including the woody and delicate "St. Pauls," the Mediterranean-inspired "1917," earthy "Deep Forest," the light Japanese-inspired "Komorebi," and the warm and nostalgic "Beratan." Each encapsulates a different locale and atmosphere, painting a vivid picture of FRAMA's universe through fragrance.

Shop Details

FRAMA Shibuya PARCO

- Address: 15-1 Udagawacho, Shibuya, Tokyo, Japan, 3rd Floor of Shibuya PARCO
- Hours: 11:00 AM - 9:00 PM (aligned with Shibuya PARCO operating hours)
- Products Offered: FRAMA's care collection including hand care, body care, hair care, and fragrances
- To learn more about the floor plan, operating days, and hours, visit the Shibuya PARCO website.

About Biotope

Biotope Corporation, the exclusive importer for FRAMA and several other Nordic brands, specializes in lifestyle products such as textiles, body care, and fragrances across Europe. Established on July 1, 2009, by Takahiro Fukunaga, Biotope operates both retail stores and an official online store, bringing European lifestyle brands to Japanese customers.