Mie Project opened the doors to the store on 17 September. The space will offer the company’s whole range of 200 packaged organic food and drinks from over 20 international suppliers. SSF hopes to gain insight into consumer behaviour as a result of the initiative.
"Sustainable, ethical, organic and premium represents the cutting edge themes of consumer food products shopping in Japan as well as other countries,” said Phillip Rubel, Saatchi & Saatchi Fallon's chief executive.
"We give them part of the first floor of our agency; in return it is a good learning opportunity for us as there is no better way to understand ever‐evolving consumer preferences and behaviour than to actually have an operating store within our midst," he said, describing the Choosee pilot store as "a living shopper marketing laboratory" for the agency.