BrainSleep Co., Ltd. (Head office: Chiyoda-ku, Tokyo; Representative Director: Atsushi Hirota; hereinafter "BrainSleep") will hold a pop-up store, "BRAIN SLEEP GOLDEN 90MIN FACTORY," where visitors can experience and purchase BrainSleep products and services developed with a focus on the "golden 90 minutes" at the start of sleep, which greatly influences sleep quality. The pop-up store will be held for a limited time from March 5 (Wed) to March 18 (Tue), 2025, at Isetan Shinjuku Store Main Building 5F, Bed Bath Powder Room/East Park (Shinjuku, Tokyo). This pop-up store will also offer a limited edition "BrainSleep Pillow Cover Silk" (hereinafter "Pillow Cover Silk").At this pop-up store, please experience BrainSleep's products and services while learning about the "golden 90 minutes," which are crucial for achieving quality sleep. "BRAIN SLEEP GOLDEN 90MIN FACTORY" Overview Duration: March 5 (Wed) - March 18 (Tue), 2025Opening Hours: 10:00 - 20:00Location: Isetan Shinjuku Store Main Building 5F, Bed Bath Powder Room/East Park (3-14-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022)Access: Approximately 1 minute walk from Shinjuku-sanchome Station on the Tokyo Metro Marunouchi Line (Isetan exit) Approximately 2 minutes walk from Shinjuku-sanchome Station on the Tokyo Metro Fukutoshin Line (Shinjuku-sanchome intersection exit), Approximately 30 seconds walk from the Isetan front exit Approximately 3 minutes walk from Shinjuku-sanchome Station on the Toei Shinjuku Line (Shinjuku-sanchome exit) Exhibition Details Since its establishment, BrainSleep has been developing and providing products and services to help people in Japan, who have the shortest sleep duration in the world, "gain correct knowledge about sleep and achieve quality sleep to improve their daily performance."This pop-up store will feature an exhibition to educate visitors on the importance of the "golden 90 minutes" for improving sleep quality and key points for deep sleep during this period. Additionally, exclusive limited-edition products will be available for purchase at the Shinjuku Isetan pop-up store.What are the "golden 90 minutes" that determine sleep quality?BrainSleep refers to the approximately 90 minutes immediately after falling asleep, during which the deepest non-REM sleep occurs, as the "golden 90 minutes." During these 90 minutes, five critical physiological phenomena for sleep are particularly active: "brain and body rest," "memory organization and consolidation," "hormone balance adjustment," "immune system boost," and "removal of brain waste."Deep sleep during these "golden 90 minutes" is crucial for improving sleep quality."BrainSleep Pillow Cover Silk" Exclusive Limited Sale at Isetan ShinjukuThe "Pillow Cover Silk," made with 5A grade raw silk yarn from Brazil, which is also used for silk scarves by global luxury brands, will be sold in limited quantities during the pop-up store period. For quality sleep, it is important to dissipate heat from the head. Silk material generally excels in moisture absorption and release compared to polyester and cotton, promoting smooth sleep without retaining heat. Furthermore, it has moisturizing and antioxidant properties and prevents damage from friction and static electricity, making it ideal for beauty care for skin and hair during sleep.〈Product Overview〉Product Name: BrainSleep Pillow Cover SilkColor: WhiteMaterial: Outer fabric 100% silk (19 momme, 5A grade) Lining 100% polyesterProduct Size: W approximately 70cm x L 46cmSelling Price: 26,400 yen (tax included)*The selling price for a set with the BrainSleep Pillow is 55,000 yen (tax included).
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