Concept store reduces waste by using digital packaging

The shop provides all product information, including ingredients and price, via app

Spotted: Lush’s new, all-naked concept store in Shinjuku, Japan, has replaced all signage, ingredient lists and price tags with digital packaging. Shoppers use the Lush Labs app to access the icons and videos that are used in place of the traditional elements. As well as preventing waste, digital packaging is especially useful for its capacity and flexibility. In the Lush store, it is the perfect space to provide bonus material, such as makeup tutorials.

The app is available in four languages — Japanese, Korean, Simplified Chinese and English, and there is a version for both iOS and Android. The Shinjuku store is spread across four levels and includes a range of interactive elements. There is a conveyor belt whizzing brightly coloured products past shoppers, and supersize versions of its famous shower jellies produce different sounds when banged like a drum. There is also a huge digital screen on the outside of the building.

Best of all for visitors stopping by at any time of day or night is the interactive window. Using the app, customers can learn about and buy the products in the store’s windows. The products are then home delivered in recycled and compostable packaging.

Lush has been spotted by Springwise twice already this year, for its new cork-based, compostable packaging and the trialling of its bath-bomb conveyor belts in selected UK stores.