image of the grand opening of the Shiseido Chain Store
Haku Botan cosmetic store 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, Setagaya-ku, Wakabayashi ni-hachi-yon,
Translation: Showa year ‘28 (1953)
November 11, grand opening of the Shiseido Chain
Store Haku Botan (White Peony) cosmetic store, Setagaya-ku,
Wakabayashi 248 (address), "shop interior" in parenthesis,
with an illegible credit or notation also in parenthesis.
Condition: very good.
This photograph is thought to have
been taken by the photographic department (shashin-bu)
of Shiseido for the grand opening of this store.
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
Design Department. 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 known for.