I want to go to Okayama now. Chasing after Le Labo on Wheels.

Le Labo, a slow perfumery that places great importance on craftsmanship, is interesting not only for its “good fragrance” but also for the way it goes a couple of steps beyond that. Truck-shaped mobile pop-up "Le LaboLe Labo On Wheelsis another element that makes me feel that way. This time, the stop is Okayama, the land of fine weather, and I just had to recommend it as a travel destination when I visited there, where the event will be held until Monday, April 20.

Photo_Yuko Yasukawa
Edit_Shuhei Wakiyama

In a place known for its rows of cherry blossom trees in Okayama.

Okayama City is dotted with historical spots such as the national treasure Kibitsu Shrine, Okayama Korakuen Garden, one of the three most famous gardens in Japan, and Okayama Castle. Okayama City plays the role of a hub for the Chugoku and Shikoku regions, and is a city that is constantly evolving while preserving the good old days.

This spring, a truck pulled up in a corner of the city, the "Le Labo on Wheels," which began in 2024, temporarily taking up residence across from a row of cherry blossom trees behind Okayama Korakuen Garden.

Le Labo's poetic and complex fragrances, created from carefully selected ingredients, and sophisticated design, are the result of a unique and personalized approach to fragrance design. Many people already know that Le Labo is a unique brand, with fresh blending at the time of purchase, city exclusive collections available only in the city of inspiration, and personalization that allows the bottle to be inscribed. Le Labo is a unique brand.

We previously reported on Kamakura.Likewise, Le Labo on Wheels is a little different, but in a good way. It is a mobile pop-up store with carefully selected items packed in a truck. The store is literally “on Wheels,” appearing at a location with little or no publicity and opening only for 25 days.

Fans come from far away, and people from the neighborhood drop by. In this way, "Le Labo on Wheels" has been quietly attracting more and more attention each time. This time, the stop is a place that local people call "that row of cherry blossom trees...".

The sky and cherry blossom trees spread out before your eyes. This is a very pleasant location with the cherry blossoms of Okayama, which are just about to open their buds and be at their best, spread out before your eyes.

This truck has undergone a great migration from the seaside of Kamakura, to the snowfields of Niseko, to Karuizawa, where fresh greenery is budding. It is now back in the sunshine of Okayama, the land of fine weather, and is showing us a different appearance than before.

The trucks have been restored after a grueling trip, and the floor space is the same as the Le Labo Shibuya Parco store. The store's fixtures, wallpaper, flooring, and other specifications are the same as those of the regular store. In addition to the classic collection of perfumes, there is an abundance of bath, body, and skin care items, giving the store a distinctly "Le Labo" feel.

However, there is one thing that has changed. That is the aroma in the restaurant.

Many pieces of wood are used for the floors and fixtures in Le Labo stores. These wood surfaces absorb and accumulate the aroma of the fragrance when it is tested, creating a unique aroma for each store.

This looks the same, but it is completely different. It gives us a sense of the brand's attitude of valuing wabi-sabi as a philosophy, as well as the change over time, not just in appearance, but in three dimensions.

One thing I definitely want you to do in the store is to work with Saul (Le Labo's store staff) to find your own fragrance that matches your current mood.

By telling them your taste and mood, they will give you more and more recommended scents. It is a must because sometimes they actually have testers for scents that are not available in the store. During the pop-up, if you order something on the spot that is not in stock, they will deliver it to you with free shipping. Just look out the window and give it a try.

From left to right: "Le LaboLabdanum 18 ¥31,350［50ml］, ,Tonka 25 ¥31,350［50ml］(All Le Labo Customer Service Center)

[Claire] Le Labo.Discovery Set ¥4,950［1.5ml x 5］ (Le Labo Customer Service)

These are two that I rediscovered their appeal by talking with Seoul this time. The warm, incense-like sweetness of "Labdanum 18" is perfect for today, and the woody, soft sweetness of "Tonka 25" is perfect to wear with a shirt in the coming season. Finding yourself in a way you never expected is an experience that only Le Labo can offer.

If you can't decide on just one, we also recommend the Discovery Set, which includes 1.5 ml each of five varieties, including the signature "Santal 33". The personalization service also makes this set very special, as it can be personalized with the location (LLOW Okayama), date of purchase, and a message. What's more, the small size makes it easy to carry along on a trip. It's a great way to commemorate the occasion and just the right gift or souvenir.

After leaving the restaurant, we recommend taking a break on the bank in front of the restaurant. Dogs running around, turtles floating in the river, people taking a walk. The peaceful air and pleasant sunlight will envelop you. The cherry blossoms will be in full bloom from now on, and you will have an even better time.

A circle that extends outside of the truck and outside of the prefecture.

The "Le Labo on Wheels" trick this time does not end just inside the truck. In fact, the creativity extends beyond the truck to the city of Okayama as well.

Take, for example, the posters you encounter on the streets. They are called "wild posters," and they are placed in places that are not easy to find, which is typical of "Le Labo.

The first place I found it was on the wall of a store. And it is a very casual place. It is not conspicuous, but rather, it blends in. This seclusion is also pleasant, and I feel that the culture of the area is important to the local people. It could be taken as a surprise for those who come to the shop by chance or for those who have come for a specific purpose.

In the evening, the first "Le Labo on Wheels" launch event was also held. The location was a 5-minute walk toward Okayama Station to the "C&C" complex.

Renovated from a nearly 100-year-old building, it houses four guest rooms and a base for artist-in-residence programs. It is a place where residents of the city, visitors, and creators in residence can stimulate each other. Exhibitions and events are held regularly, and new culture is born every day.

DJ duo WASP joined from Tokyo. Photo by SOTA.

Food will be provided by OFF, a restaurant in Kinosaki Onsen, and drinks by gubigubi, a flowing wine bar by Junichi Hirasawa.

Le Labo chose this location, exactly one year after its opening, to invite and re-edit new winds that occur in various places. It attracted three groups: gubigubi, a sink wine bar that started its activities this year; OFF, a restaurant that opened in Kinosaki Onsen in 2018; and WASP, a DJ duo that also started in 2018.

Create a situation, not a place. This is exactly the kind of time that fits the word.

Le Labo on Wheels is the place to be if you want to enjoy the city.

I hear that many people visit Le Labo on Wheels from outside the city or prefecture. What I want to tell them is that there are many attractive spots in Okayama City that they should visit. Only if you enjoy the experience, you will understand the reason why Le Labo chose this location. While it is nice to go to Kojima or Kurashiki, they have a different kind of charm. For example, here is a place like this.

THE RABBIT HOLE
2-7-7 Marunouchi, Kita-ku, Okayama City, Okayama Prefecture
Business hours: 10:00-17:00 (Thursday-Sunday)
Admission: ¥1,500 (¥2,000 with annex)
This contemporary art museum opened in April 2025. The godfather of the museum is Ryan Gander. Approximately 40 works are exhibited on three floors and are well worth seeing. There is also an annex called "Fukuoka Soy Sauce Gallery" and "SABOE OKAYAMA" where you can enjoy Japanese tea. If time permits, it is recommended to visit all of them.

millerenga (type of brick)
1-3-3, Nodacho, Kita-ku, Okayama City, Okayama Prefecture
Business hours: 11:30 - 20:20
This Indian restaurant is located in the Oka Building, which was established in 1946 and is loved by the citizens of Okayama, but unfortunately is scheduled to be demolished in August of this year. It is an authentic Halal-certified restaurant that also sells Indian souvenirs and ingredients. The plans after the demolition of the building have not yet been decided, so hurry! The photo shows mutton biryani 300g (¥1,650).

cafe Antenna
1-823 Izushi-machi, Kita-ku, Okayama City, Okayama Prefecture
Business hours: 11:00-17:30 (Wed-Mon)
Okayama is all about fruit. Cafe Antenna, located just a stone's throw from C&C, offers exquisite parfaits using fruit from contract farms. We thought a sweet treat would be nice once in a while, so we ordered the seasonal parfait with strawberries (¥2,200).

By the way, there are so many places that I have received recommendations or visited that I can't introduce here, so I'll just mention a few of them, the relatively new stores in Okayama City and the places I introduced in the articleI put it all together on a map.... Be sure to join us at Le Labo on Wheels this spring.