Description: grand opening
of the Shiseido Chain Store Haku Botan located in the
Wakabayashi district of Setagaya Ward, Tokyo.
Inscription on the
reverse reads: Showa '28 nen, juichigatsu, jiichi nichi,
kaiten, Shiseido Chiyenu Stoa, Haku Botan Keshohinten,
Kana or Kin.... (partial). Translation:
Showa year '28 (1953) November 11, grand opening
of the Shiseido Chain Store Haku Botan (White Peony)
cosmetic store, with an illegible credit or notation
in parenthesis reading Kana... or Kin.
Condition: small crease
in lower left margin that does not affect the image.
Other than that, overall print is in very good condition.
This photograph is thought to have
been taken by the photographic department (shashin-bu)
of Shiseido for the grand opening of this store. The
Chain Stores were franchises that had to conform
to Shiseido guidelines and were set up by the company.
It is very likely the company provided photographs
of completed stores as part of the franchise package
as well being a visual record of the completed store.
Even the logo of this store matches the exact Chinese
kanji font used for the Shiseido
logo, created in 1927 by the Shiseido
This illustrates Shiseido's attention to detail and
amount of control they exerted with their franchises.
Additionally, this photograph is technically done,
taken by a professional artist and representative
of the skilled photographic talent Shiseido is always