FRAMA Plants Roots In Tokyo

Copenhagen’s minimalist darlings just touched down in Shibuya, and it’s not just another pop-up. On September 17, FRAMA opens its first-ever permanent retail space outside Denmark, sliding into the third floor of Shibuya PARCO like it was always meant to be there. This isn’t about shelves and products—it’s about turning the act of care into an atmosphere.

Care as Culture

FRAMA’s move into Tokyo isn’t random. Japan’s love affair with minimalism, ritual, and holistic living makes it the perfect stage for FRAMA’s Care Collection. Partnering with PARCO, a cultural hub that curates lifestyle like an art form, the brand is flipping retail into a sensory performance. It’s strategy, but make it poetic.

The Care Collection, Expanded

Born in Copenhagen back in 2016, the Care Collection has grown into FRAMA’s beating heart—hand and body care, hair care, personal and home fragrance, all rooted in natural ingredients. At Shibuya PARCO, visitors can experience the whole line, not as a product shelf but as a tactile, fragrant, light-filled ritual.

Architecture of Wellbeing

Every element of the new store is tuned to pull the senses into focus. Think textures you want to touch, scents that ground you, and a design language that whispers instead of shouts. FRAMA isn’t selling you soap—they’re staging an atmosphere where self-care becomes culture.