DEEPTOKYO
magazine
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DEEPTOKYO
magazine
EN
2026.08.14
The World’s Largest Flagship Store, Bringing Together Eyewear, Coffee, and Art
Nearest Station
“JINS Shinjuku,” the world’s largest JINS store, spans three floors. The first floor houses “JINS,” the second floor features sister brand “RIM” and a vision testing area, and the third floor has a café and product pickup counter. “JINS” is known for its extensive selection, affordable prices, and fast, same-day pickup. Visitors can also try an AI service that recommends eyewear suited to them, view art inspired by the city of Shinjuku, and take a break at the café. As a hub for sharing Japanese eyewear culture with the world, the store offers a wide range of experiences.
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The flagship store of the Japanese eyewear brand “JINS” has opened in Shinjuku. “JINS” operates more than 850 stores in Japan and overseas, and as of July 2026, “JINS Shinjuku” has the largest floor area and widest product selection of any JINS store. The store spans three floors: the first floor houses “JINS,” the second floor features sister brand “RIM” and a vision testing area, and the third floor has a café and product pickup counter. After choosing a pair of glasses, completing a vision test, and paying, customers can receive their eyewear in as little as 30 minutes. Another advantage is that every step, including tax-free shopping procedures, can be completed inside the store.
“JINS Shinjuku” serves as a hub for sharing Japanese eyewear culture. It also embodies the idea at the heart of “JINS”: to offer comfortable, lightweight eyewear with carefully considered textures and finishes at prices that everyone can feel are fair. Guided by the concept “Everything is here,” visitors can enjoy a variety of experiences while choosing eyewear. They can try an AI service that recommends a pair suited to them, view art inspired by the city of Shinjuku, and take a break at the café.
By combining practicality, fashion appeal, and affordable prices, “JINS” has met a wide range of needs. It has grown into one of Japan’s largest eyewear brands. “JINS Shinjuku” is conveniently located at the Shinjuku-sanchome intersection, close to the station.
One reason for the growth of “JINS” is that it changed the conventional perception that glasses are expensive and take a long time to be ready. The brand helped establish a culture in which glasses are enjoyed not only as tools for vision correction, but also as fashion items that enrich everyday life.
Opened to mark the brand’s 25th anniversary, “JINS Shinjuku” is also attracting attention for its highly artistic store design and the artworks installed inside and outside the building. The exterior, covered with white pipes, was jointly designed by internationally renowned architect Jun Aoki and Ryuji Nakamura, who studied under him. The white pipes on the façade represent raw silk. The design is based on the concept of “reweaving the relationships among three elements: the symbolic location of Shinjuku-sanchome, the existing building, and the world of ‘JINS.’”
The interior of “JINS Shinjuku” was designed to make use of the building’s existing structure. Rather than replacing everything with something entirely new, layering new elements onto the original space is part of the approach to store design valued by “JINS.” Wooden crates and burlap sacks are used as display fixtures, adding warmth to the space. The crates are arranged at varying heights so that visitors can easily see across the entire store.
The interior was designed by Ryuji Nakamura. Its sense of depth and open sightlines make it easy to take in the entire store.
As of July 2026, “JINS” operates more than 850 stores worldwide, including approximately 580 in Japan. “JINS Shinjuku” has the largest floor area and widest product selection of any JINS store.
True to the concept “Everything is here,” “JINS Shinjuku” brings the full range of “JINS” products together in one place. Vision testing, same-day eyewear processing, and tax-free shopping procedures can all be completed inside the store.
The spacious three-floor interior is more than simply a place to buy eyewear. It was designed as an experience-oriented space where the “JINS” brand, the existing building, and the city of Shinjuku come together. Artworks by contemporary artist Takuro Tamura are also important elements of the space. The two works installed at the entrance and on the first floor create a refined environment while stimulating the senses in a way that shopping alone cannot.
The artworks placed throughout the interior and exterior were created by contemporary artist Takuro Tamura. This striking work at the storefront is titled “Untitled” and incorporates motifs of fire hydrants and roads.
The white pipes represent raw silk, a specialty of Maebashi, Gunma Prefecture, where “JINS” was founded. Their appearance changes depending on how the light falls on them, expressing the diversity of Shinjuku.
The work beneath the first-floor staircase, made with a convex traffic mirror, is titled “Tax & Lovers.” Through reflections in which the viewer’s gaze intersects with those of others, the work expresses the complex emotions and desires that cross through Shinjuku.
The first floor brings together the full range of vision-related products and services offered by “JINS.” It features the widest selection available at any JINS store, from Shinjuku-exclusive series and popular eyewear to the “JINS 1DAY” contact lens series. Visitors can freely combine a wide variety of frames and colored lenses to enjoy many different styles.
The first thing to catch the eye upon entering is the Shinjuku-exclusive “SHINJUKU Limited Edition,” displayed on shelving marked by a neon sign. Based on the theme “the fusion of traditional Japanese techniques and a playful spirit,” the series presents Japanese craftsmanship, including chamfering and metal engraving, in a contemporary form. The floor also carries beauty-focused lenses that have attracted attention and a distinctly Japanese series inspired by ukiyo-e woodblock prints.
The Shinjuku-exclusive “SHINJUKU Limited Edition” incorporates Japanese craftsmanship. The series showcases the distinctive appeal of “JINS” as a brand born in Japan.
The display uses shelves of varying heights to evoke the Shinjuku cityscape, with its rows of high-rise buildings. Look closely, and you will find words associated with “JINS” incorporated into the design.
Beauty-focused lenses are among the store’s popular offerings. “Cheek Color® Lens” features a subtle blush-like tint on the lower part of the lens. It attracted attention for making the face look brighter and more defined, creating a more flattering appearance—an effect known in Japanese as moreru.
The store also carries “Eye-Defining Frames,” jointly developed with beauty expert Megumi Kanzaki. Designed from a beauty perspective, the frames use bold lines to make the distance between the eyes and eyebrows appear narrower. This reduces the visible area of skin and gives the eye area a stronger presence.
“JINS UKIYO” is a series offering distinctly Japanese colors inspired by ukiyo-e woodblock prints. Gently sloped cuts and curves are applied around the outer edges of the frames. These details express the variations in line weight and rhythm found in ukiyo-e.
Approximately 40 colored-lens options are available, ranging from dark and medium to light shades. Non-prescription colored lenses can be picked up the same day when in stock.
The spacious sales floor also features contact lenses developed with “JINS”’s characteristic attention to detail. The full lineup of “JINS 1DAY Silicone Hydrogel,” launched in 2026, is available. The full color range of the non-prescription daily contact lens “JINS 1DAY COLOR” is also offered.
A doctor’s prescription is required to purchase prescription contact lenses. Be sure to obtain one in advance.
Another item to note is the wearable device “JINS ASSIST.” This hands-free mouse attaches to the temple, or arm, of a pair of glasses. “JINS Shinjuku” is the only physical store anywhere in the world where visitors can try it. By moving their head, users can operate a connected smartphone or PC.
The wearable device “JINS ASSIST” allows users to move the mouse cursor and perform clicks using head movements.
The second floor is home to sister brand “RIM” and a vision testing area. Positioned as a fashion eyewear brand, “RIM” offers exclusive colored lenses that reflect current trends, along with frames at more affordable price points than “JINS,” making a wide variety of eyewear easy to enjoy. Soft displays featuring rounded mirrors and sherbet colors also express the distinctive character of “RIM.” The brand also offers “MAKE IT YOURS!!,” a paid engraving service for eyeglass cases. Up to 30 characters in kanji or the Latin alphabet can be engraved.
Sister brand “RIM” is based on the concept “Everything that is ‘now’ is here.” It offers trend-conscious eyewear that adds an accent to everyday fashion.
“RIM” offers more than 20 exclusive colored-lens options. The selection features trend-inspired shades that reflect the character of the brand.
Once customers have chosen a frame and lenses, they proceed to the vision testing area on the same floor. After completing the test, they pay and receive a QR code for product pickup.
The vision testing area is self-service, with staff support available for added reassurance.
The third floor is a relaxing space with a product pickup counter and “ONCA COFFEE Shinjuku,” a café operated by “JINS.” The café serves both blends and single-origin coffees, including “SHINJUKU,” a blend created to mark the opening of the Shinjuku store, as well as menu items available only here, developed in collaboration with the company’s own bakery, “EVERYPAN.” Beans with defects that could cause off-flavors are removed through visual inspection, and each variety is roasted separately to bring out its individual character. Dozens of varieties are available. Centered around spacious sofa seating, the café is designed as an open, comfortable place to relax. It is recommended not only for waiting while eyewear is completed, but also as a place to take a break while sightseeing.
Large windows overlooking the streets of Shinjuku create an open atmosphere. “JINS” on the first floor and “RIM” on the second floor open at 10:30 a.m., while “ONCA COFFEE Shinjuku” opens at 7:30 a.m., making it a convenient option for morning coffee.
Developed for the opening of the Shinjuku store, “SHINJUKU” is a dark-roast blend. Its deep flavor is followed by a floral finish reminiscent of roses and berries, expressing the glamorous energy of Shinjuku.
The Shinjuku-exclusive “THE PIE” (350 yen) is baked in the store every day. It comes in two flavors: “Koshi-an (smooth red bean paste) and Butter” (left) and “Custard and Whipped Cream.” Folding the pastry dough into 128 layers creates a light, crisp texture and a rich, lingering buttery aroma. It is a treat available only here.
At the center of the floor is a large sofa inspired by the burlap sacks used to store coffee beans. The product pickup counter can be seen at the back left of the photo.
Coffee beans for souvenirs and original mugs are also available for purchase. There are 11 varieties of beans, including decaffeinated options. The selection ranges from fruity, clean flavors to beans with a gently bitter aroma that lingers on the finish.
In addition to the product pickup counter, the same floor also has a “PICK UP LOCKER,” where customers can collect completed eyewear without face-to-face interaction with staff.
Customers can receive their products directly from a staff member. They can also use the “PICK UP LOCKER” for non-face-to-face pickup and collect their products at their own pace.
The “PICK UP LOCKER” is very easy to use. Customers simply scan the QR code they received at checkout to collect their products.
“JINS Shinjuku” has introduced AI support to help customers find a pair that suits them from its wide range of options. A multilingual AI assistant answers questions through a chat interface. In addition, monitors installed in the store analyze the balance between a frame and the customer’s face, then immediately assess how well the frame suits their facial features. The service has also been well received by visitors from overseas.
When a customer puts on a frame and stands in front of the monitor, the system analyzes factors such as the position of the pupils and the widths of the face and frame. It then displays a percentage showing how well the frame suits the face. Rather than relying on intuition alone, customers can choose a suitable frame with the help of objective analysis.
After entering the store, customers check in before choosing products. The process can be completed easily on an in-store tablet.
After payment, eyewear can be ready for pickup in as little as 30 minutes. Another advantage is the extensive aftercare, including free adjustments to improve the fit.
“JINS Shinjuku” carries approximately 1,300 frame styles. Its wide-ranging selection includes Shinjuku-exclusive models built around the keywords “playfulness” and “modern vintage,” beauty-focused lenses that have attracted attention, and durable frames. In addition to standard blue-light-cut lenses, the store also offers distinctive options such as photochromic lenses that change color when exposed to ultraviolet light. Here, we introduce Shinjuku-exclusive frames, along with frames and lenses that embody the distinctive ideas of “JINS”.
Shinjuku Limited Edition Combination
These frames combine acetate and metal. The Shinjuku-exclusive model uses a red-toned demi color that is unusual for “JINS.” Front: Shinjuku Limited Edition Combination (UCF-25A-273, Black, 45,000 yen); back: Shinjuku Limited Edition Combination (UCF-25A-273, Brown Demi, 45,000 yen).
On both pairs, the screws that secure the components are intentionally exposed as part of the design. The craftsmanship is evident in these fine details.
The frames also use specially designed nose pads that reduce pressure and enhance comfort.
Shinjuku Limited Edition Acetate
These two pairs were carefully chamfered and polished by craftspeople in Sabae, Fukui Prefecture, a city known for eyewear production. Yellow and blue fronts and core wires create a look that feels both nostalgic and contemporary. Top: Shinjuku Limited Edition Acetate (UCF-25A-277, Gray, 35,000 yen); bottom: Shinjuku Limited Edition Acetate SUNGLASSES (UCF-25A-288, Clear, 35,000 yen). Both are exclusive to the Shinjuku store.
The sharply defined edges keep the frames from looking heavy or clunky. Their striking surface gloss is another appealing feature.
Shinjuku Limited Edition Titanium
These two pairs stand out for their titanium frames with a vintage-style finish. Top: Shinjuku Limited Edition Titanium SUNGLASSES (UTF-25A-286; frame: Light Blue; lenses: Light Gray; 35,000 yen); bottom: Shinjuku Limited Edition Titanium (UTF-25A-275, Silver, 35,000 yen). Both are exclusive to the Shinjuku store.
These two pairs also feature nose pads designed to provide a stable fit. They use a highly curved “wraparound butterfly” nose-pad design, the first of its kind adopted by “JINS.”
The rich, substantial finish adds an accent to casual outfits. The frames can also be paired with formal styles.
JINS 360°
By focusing on the hinges—the part most frequently cited as prone to damage—and developing a proprietary hinge that moves up, down, left, and right, we have significantly improved the frame's durability.
The easy-to-wear designs and range of colors are also appealing. Top: JINS 360° (URF-24S-203, Clear Light Brown, 12,900 yen); bottom: JINS 360° (URF-24S-267, Matte Black, 12,900 yen).
The “Multi-Directional Movement Hinge™” has a special structure that moves up, down, left, and right, greatly improving frame durability. In load-bearing tests, it withstood a load of approximately 150 kg, and in temple rotation tests, it passed 100,000 rotations.
Cheek Color® Lens
“Cheek Color® Lens,” which can be combined with a frame of your choice, is available in both prescription and non-prescription versions and blocks 99% of ultraviolet rays. It comes in three colors: Pink, Peach Pink, and Orange Red. It can be added to the selected frame for an additional 3,300 yen. The lenses shown are Peach Pink. The frame is UUF-25S-201 in Brown Demi (14,900 yen).
“Cheek Color® Lens” adds a subtle, healthy-looking flush to the face. It is useful for quick trips around the neighborhood without makeup. It can also help create a livelier appearance during online meetings, when the complexion may look dull on screen.
The information in this article is current as of August 14, 2026 (at the time of publication).
