Daimaru 300th Anniversary Commemorative Project Using the "1/6 Doll" motif, Project Launch

Daimaru Matsuzakaya Department Stores is launching various commemorative initiatives to mark Daimaru's 300th anniversary in 2017.

Starting March 10th, the special project "Daimaru 1/6 Project" launched with the aim of rebranding Daimaru Matsuzakaya Department Store. The project's catchphrase is "Delivering quality so exquisite, it's almost too delicate." Centered on fashion, the project features 1/6-scale dolls (1/6 dolls) as motifs, embodying the appeal of craftsmanship and the creators' passion. It includes a special movie, 1/6 doll exhibitions, a four-episode web drama, and a dedicated website ( http://www.1by6.jp/ ). Through these diverse contents, the project communicates the store's appeal: a selection of items meticulously crafted with attention to materials and functionality, combined with high quality.

■ Project 1

Special Movie "Making of 'soutien collar coat'" Released

Available since the 10th on the store's official YouTube channel ( https://www.youtube.com/watch?v=HNlVIueZs60 ) and the special website. Set in a workshop surrounded by sewing tools, sewing machines, and workbenches, it depicts the "excessively delicate" process of clothing creation. Initially, viewers might think a normal-sized coat is being made, but details like attaching tiny buttons reveal it's actually a coat for a doll. By using a coat scheduled for spring/summer release as the motif, the video expresses the commitment to craftsmanship of the brands carried by the store.

■ Project 3

Web drama "My 1/6 Doll Girlfriend," depicting the romance between a Daimaru employee and a 1/6 scale doll, released

All four episodes are available starting the 10th on the store's official YouTube channel and special website. A highlight is the collaboration with brands carried by the store featured in each episode.

The drama begins with an employee of the department store encountering an abandoned 1/6 scale doll. A special feeling blossoms within the employee as they live with the doll, leading them to propose a store promotion plan using the doll... Set against a backdrop of 1/6 scale recreations of clothing and accessories, it depicts the unfolding romance between a human and a doll.