Japanese fragrance brand Shiro has opened its first store in Hong Kong, introducing an experiential retail format built around in-store fragrance creation.
Located at K11 Musea, the retail space is designed around local materials, using bamboo scaffolding and tin, both associated with Hong Kong’s construction heritage and older residential buildings.
At the centre of the store is Zero Blender Lab, where customers can create personalised fragrance mists using prototype scent materials from Shiro’s product development process.
According to the brand, the concept repurposes unused research-and-development fragrance trials, turning them into retail products made on-site.
“Since 2024, we have been working towards zero waste in both our product development and store design,” Shiro said in a statement. “At our Hong Kong store, ‘Zero Blender Lab’ offers a fragrance-blending experience using scents that would otherwise have been discarded – set within a space inspired by the R&D room of our ‘Minnano-Sunagawa Factory’ in Sunagawa, Hokkaido, making you feel just like a perfumer.”
Founded in 2009 in Japan’s Hokkaido, Shiro also operates a range of complementary businesses, including Shiro Life, Shiro Cafe and Shiro Beauty.
