“SHIBUYA TSUTAYA” located in front of Shibuya Scramble Crossing will reopen on April 25th. Culture Convenience Club (CCC) held a preview for the media prior to its opening.
After the renovation, the facility will no longer provide rental services, but will instead be a facility that provides a variety of content with the theme of “Create the world with what you like.” Regarding content, the keyword is “IP” (intellectual property such as manga, characters, designs, etc.).
SHIBUYA TSUTAYA consists of 10 floors, from 2 floors underground to 8 floors above ground. “Entertainment Wonderland” on the 2nd basement floor, “SIPS/Shibuya IP Square” on the 1st basement floor and 1st floor, “Starbucks Coffee” on part of the 1st floor and the 2nd floor, “SHARE LOUNGE” on the 3rd and 4th floors, 5 The “POKÉMON CARD LOUNGE” is on the 6th floor, the “IP Bookstore” is on the 6th floor, and the “Collaboration Cafe” is on the 7th floor. The 8th floor will be a studio with an event distribution function linked to each floor, and the rooftop will be an outdoor event space.
An entertainment wonderland on the 2nd basement floor that collects things you like!
The entertainment wonderland on the second basement floor is a floor that collects consumers’ favorites, mainly artists, talents, and idols. Large-scale exhibitions will be held using giant panels, hanging flags, extra-large 4K vision, etc., and POP-UP sales of CDs, DVDs, photo books, magazines, etc. will be held. We also plan to develop SHIBUYA TSUTAYA limited products.
entertainment wonderland
There is a large space in front of the giant panel, but this is not for holding events, but for standing in front of the giant panel and taking photos. You can take photos of yourself with the artists displayed on the giant panels.
There is a large space in front of the giant panel, so you can take photos that include the whole thing.
Basement 1st floor and 1st floor SIPS transmitting the world view of IP
SIPS is titled “A floor for creating love with IP from around the world,” and is spread over two floors: SIPS A on the 1st floor and SIPS B on the 1st basement floor.
In addition to the outdoor entrance LED vision, SIPS A has three indoor LED visions installed on the main floor. We will disseminate the worldview of various IPs from around the world through large-screen visuals. At the time of opening, there will be video distribution of the TV anime “WIND BREAKER”, a photo spot, and original goods and official goods for sale.
SIPS A
There will also be a self-photo booth where you can take pictures with the characters.
At SIPS B, we will develop collaborative events with IP including artists and writers, including gallery exhibitions and product sales, in an immersive space design using art exhibition fixtures used in art museums around the world. . SIPS B was not shown to the public at the preview.
At Starbucks, the first floor is for takeout only and the second floor is for eat-in.
Before the renovation, “Starbucks Coffee SHIBUYA TSUTAYA Store” operated on the 1st and 2nd floors, but now they are independent on each floor as “Starbucks Coffee SHIBUYA TSUTAYA 1F Store” and “Starbucks Coffee SHIBUYA TSUTAYA 2F Store.” Each store will be reopened with an order counter.
The 1st floor store is located on the 1st floor of the entrance on the Koen-dori side, and only sells beverages for takeout.
Starbucks Coffee SHIBUYA TSUTAYA 1F store
The design concept for the 2nd floor store is “STARBUCKS Green Ribbon,” with two green ribbons wrapping the entire floor. The first ribbon serves as bench seats, counters, gates, etc. The second ribbon is a 35m long vision that curves to fit the store’s walls and connects into one, onto which digital art is projected.
You can experience the Pokemon card game on the 5th floor.
At the POKÉMON CARD LOUNGE on the 5th floor, you can experience the Pokemon card game with original battle seats. The cost is 1,650 yen per person for 60 minutes, and free drinks and snacks will be provided. All desks and chairs are custom-made so that you can play games comfortably.
In addition to playing with the cards you brought with you, we also offer free rentals of necessary items such as decks and supplies for the “Pokémon Card Game Classic,” so you can have fun even if you come to the store empty-handed.
We also rent them out for free.
There is also a private room that can accommodate up to 4 people, so you can play in a group without worrying about your surroundings. The price is 8,250 yen/60 minutes.
Private rooms also available
The product sales area will sell Pokemon card game related products and POKÉMON CARD LOUNGE original goods with floor design motifs such as the “Basic Energy” energy mark.
Product sales area
6th floor IP bookstore selling comics and figures
The IP bookstore on the 6th floor mainly sells comics, figures, and goods. More than half of the items are SHIBUYA TSUTAYA’s original limited edition products, offering products and experiences that can only be purchased here.
A large screen will be installed in the store, and a program to excite the region in collaboration with VTubers from all over Japan and a program introducing the SHIBUYA TSUTAYA ranking will be broadcast.
7th floor collaboration cafe where fans connect with each other
The collaboration cafe on the 7th floor will be a space where fans can connect with each other through experiences, collaborating with various IPs from around the world, including anime, comics, artists, and luxury brands.
In addition to offering original food, desserts, and drinks inspired by the worldview of the IP, we plan to give limited original benefits to those who order the food and drink menu.
collaboration cafe
When it opens, there will be a collaboration with “WIND BREAKER”, similar to SIPS A on the first floor.
collaboration cafe
Target is young people and inbound tourists
CCC Shibuya Project Executive Producer Takahiro Kamata gave an overview of the renewal. 24 years have passed since SHIBUYA TSUTAYA opened as its flagship store on January 1, 2000, and needs have diversified in that time. In addition, some say that Shibuya is also changing from being a town for young people.
Mr. Takahiro Kamata
However, a survey of the number of people passing by in front of the SHIBUYA TSUTAYA store revealed that there are still many people in their 20s, and an even higher proportion of women. Furthermore, looking at the trends in the number of places visited by foreign tourists visiting Japan, Shibuya has been growing by leaps and bounds compared to Asakusa and Ginza. In fact, 60% of the Starbucks customers inside the store are foreigners. Based on this data, the store is targeting young people and inbound tourists.
However, he explained that what CCC is thinking about is not a B to C business model, but a B to C to B business model. We will develop a business model targeting content holders who want to disseminate content to young people and inbound tourists. Based on this, the floor structure will be based on the theme of “IP,” focusing on “content” and “experiential value,” and the vision will be “promotion to the world.”
In terms of “content” and “experience value,” we focused on the results of a survey regarding dissatisfaction and inconvenience around stations. Starbucks and shared lounges meet the needs of “crowded cafes” and “few places to take a break,” which are common in the Shibuya area. In addition, POKÉMON CARD LOUNGE will be one of the floors offering experiential value.
Additionally, foreign customers have been seen taking pictures of the scrambled intersection from the second floor at Starbucks. For this reason, we have created areas not only on the 2nd floor, but also on the 3rd and 4th floors where you can see the intersection, Shibuya Station, and the surrounding areas undergoing redevelopment.
For promotions, we have installed large LED screens that can be seen from various angles both inside and outside the store. The structure allows for promotion to a large number of people, mainly those coming out of the station ticket gates, and allows many people to enjoy SHIBUYA TSUTAYA.
In addition to being able to hold events and press conferences on each floor, we have installed infrastructure that allows for instant delivery of audio and video. We are also considering wide-area transmission by connecting to YouTube and broadcasting without delay.
With the renovation, it feels like people will stay on one floor for a long time and there will be fewer trips between floors, but regarding this point, CCC President and CEO Yoshinori Takahashi says, “Each floor has its own unique characteristics.” “While we aim to have a strong customer base and respond to their preferences, we also hope that customers who come to Starbucks will design their own new ways to enjoy the place.”
Mr. Yoshinori Takahashi
The number of visitors to the museum peaked at around 20,000 per day before the renovation, but the number is expected to rise to 30,000 after the renovation.
Please note that we will be restricting entry as we anticipate a large number of visitors due to the reopening. If you have a reservation ticket for a floor that allows advance reservations, line up at the Koen-dori side (Seibu Department Store side) entrance on the 1st floor 10 minutes before your reservation time. Numbered tickets will be distributed on the day to those who have not made a reservation.
