Beauty Retreat Theater

In January 2025 Shiseido reopened its Yokohama research site, S/Park, as Shiseido Beauty Park. On the ground floor sits the Beauty Retreat Theater.

The film runs about seven minutes on a 16K screen — one of the largest in the world — moving from a season’s landscape into the cells of the body, built around the idea of awe. It is watched with a scent. Each guest chooses, from six, whichever one they find most comfortable.

Everyone’s scent is different

The audience shares the film, but the person in the next seat may have chosen a different scent. If the scent spreads through the room, the whole idea collapses. Each guest has to get their own.

Aroma Shooter 2 carries scent forward on an air stream. It does not drift sideways; it reaches the person in that seat.

A new audience every thirty minutes

Screenings run every half hour. If the last house’s scent is still in the theatre, the next guest spends seven minutes inside a scent they never picked.

Nothing is sprayed, so nothing builds up in the seats or the air. The film ends and the scent ends with it. The next person starts from the scent they chose.

An experience built on choosing a scent only means something if the chosen scent is the one that arrives.