Experience Unique Brilliance: Kuromi's LED Art Installment Glimmers in Shibuya

Unveiling Kuromi's Dazzling Outdoor Art in Shibuya

From July 6 to July 12, 2026, a mesmerizing outdoor advertisement featuring Sanrio’s beloved character Kuromi will take center stage at SHIBUYA109 in Shibuya. Featuring approximately 110,000 dazzling decorative stones, this monumental installation is brought to life by LUX, the total beauty care brand under Unilever Japan. The collaboration aims to encourage individuals to shine with their own unique brilliance.

A Celebration of Genuine Self-Expression

The campaign reflects LUX’s brand message of "Shine Unstoppably", aligning perfectly with Kuromi's empowering statement, "Let’s become who we really want to be!" This partnership emphasizes the importance of being true to oneself. In recent surveys conducted by LUX, nearly 30% of women aged 10 to 60 reported feeling that more individuals around them are embracing their genuine selves. Additionally, over 70% support the concept of pursuing their own likes and ideals rather than adhering to external standards. The desire for self-affirmation and confidence is on the rise, and this collaboration seeks to serve as a beacon of positivity.

The Making of a Masterpiece

Creating this spectacular advertising piece involved meticulous craftsmanship. It took a total of 18,780 minutes for artisans to carefully place the stones by hand, with attention given to the iconic expressions of Kuromi and LUX’s premium aesthetic. Each stone was chosen for its color and sparkle to ensure that the final result would be visually striking both up close and from a distance. This unique advertisement not only sparks excitement but also offers passersby an opportunity to capture the moment by taking photos and sharing them on social media.

The luminous arrangement is designed for viewers to witness a dynamic visual experience that varies with their perspective and the time of day.

Timelapse and More: The Journey of Creation

Alongside the installation, a timelapse video showcasing the creation process of this magnificent mural will be released. The video captures the skillful techniques of the artists and the meticulous care that went into each detail. Be sure to check it out and experience the magic of creativity in motion. Watch the Timelapse Here.

Exclusive Promotions and Celebrations

To mark the launch of their new collaboration products featuring Kuromi, LUX will offer an exclusive campaign starting on June 29, 2026. Customers who purchase qualifying products can enter a draw to win exclusive prizes, including a unique cushion and mascot keychains. Additionally, everyone who participates will receive a free Kuromi digital wallpaper.

With each bottle reflecting individuality, LUX's limited-edition designs promise to cater to a variety of hair concerns, making it personal for every consumer.

Kuromi Speaks Out

In her own words, Kuromi enthusiastically comments on the project: "I've packed my sparkling essence into this ad! I hope it brings happiness to everyone who sees it! I want it to be a place where everyone can shine as their true selves. Don't forget to take plenty of photos and enjoy yourself!"

Celebrating over 35 years of excellence in hair care, LUX continues to respond to evolving beauty needs while promoting confidence through high-quality products.

Join us in celebrating self-expression and brilliance in the heart of Shibuya!

Event Details:

- Location: SHIBUYA109, Shibuya
- Date: July 6 - July 12, 2026
- Special Note: Please be considerate to others while viewing the installation.

Discover more about LUX and Kuromi’s collaboration below: