What Is Shibuya Scramble Square and Why Should You Make It Part of Your Japan Itinerary?
It opens this November.
Directly connected to Shibuya Station, Shibuya Scramble Square combines the convenience of a station building with the uniqueness of Shibuya
On November 1, 2019, a large complex commercial facility directly connected to and directly above Shibuya Station opened. There was a two-day pre-interview held for the press where notable stores from groceries such as deli and sweets to fashion and household goods were unveiled last September 9 and 10.
With the redevelopment around Shibuya Station, large commercial facilities near the station, such as Shibuya Hikarie and Shibuya Stream, have been opened one after another in recent years. Shibuya Scramble Square serves as a convenient place as it is connected to the station and it creates a selling area that doesn’t limit its target customers.
The souvenir shop in high-rise observatory SHIBUYA SKY, Shibuya Sky Souvenir Shop
The commercial area of Shibuya Scramble Square is roughly divided into four parts. On the lower floor near the ticket gate floor are grocery tenants such as deli and sweets shops and one of them is a new form of Japanese supermarket Kinokuniya named Gourmand Market KINOKUNIYA. The upper floor will have a fashion and cosmetics floor where domestic brands and luxury brands coexist. On the further upper floor, there will be tenants that sell household goods. The 12th and 13th floors will be the floors for restaurants. A souvenir shop Shibuya Sky Souvenir Shop with many original products will open in the high-rise observation facility SHIBUYA SKY.
Kaori Toda of Shibuya Scramble Square
Kaori Toda, who is in charge of the promotion of Shibuya Scramble Square, points out that the commercial characteristics of the facility are both being a lifestyle infrastructure as a station building and a luxury brand with the uniqueness of Shibuya.
If you’re wondering what the shops are in this new complex, there are several flagship stores in the facility to look forward to. There’s a new business format of Japanese tea brand ITOEN’s OCHA ROOM ASHITA ITOEN, where you can enjoy a variety of carefully selected tea and teaware. Another store with a flagship is Nakagawa Masashichi Shoten. There are also brands that have opened their first store in the Shibuya area such as eyewear shop SeeP EYEVAN and Western confectionery shop Demel. While unique shops such as Arabic/Mediterranean restaurant Carvaan TOKYO will open, there are also shops that will utilize the convenience of the building being connected directly to the station such as TSUTAYA Bookstore and Tokyu Hands.
While making use of the uniqueness of Shibuya, where culture and fashion trends are born, the lineup of the stores that are open in the station building cover the categories that have not been seen so far in facilities near Shibuya Station.
A new business format of ITOEN’s OCHA ROOM ASHITA ITOEN
Shibuya Scramble Square is also a part of the “Urban Core,” a three-dimensional pedestrian flow line that connects the area around Shibuya Station divided into the east, west, south, and north by the JR Line and Japan National Route 246. Due to these locational characteristics, this facility aims to be a base for wandering around the Shibuya area including the roadside stores and not just a facility directly connected to the station. The concept is to create a facility that doesn’t target any generation or gender and can be widely used by shoppers, tourists, people working in the Shibuya area, and local residents.
This concept can be learned from the tenants who moved into Shibuya Scramble Square. Within the Shibuya Scramble Square, Tokyu Department Store opens four new types of business: Tokyu Food Show Edge, 428-224 (Shibuya 224), +Q Beauty, and +Q Goods. Tokyu Food Show Edge incorporates the demands of office workers who weren’t a core target of conventional department stores.
Tokyu Department Store’s Takashi Yabusaki, who is in charge of Tokyu Food Show Edge
Takashi Yabusaki who is supervising Tokyu Food Show Edge, said, “Shibuya Scramble Square alone has gathered about 8,000 office workers, and the entire eastern part of the Shibuya Station area has a population of around 70,000. To suit the diversifying lifestyles of office workers, there are a lot of tenants who have selected items putting into consideration saving time, convenience and daily usage. There are also beauty and health-oriented tenants. These make it different to conventional Japanese basement department stores.”
Popular patisserie in Paris, France “Mori Yoshida” opens first shop in Japan
In addition to these elements of convenience, they said that they had trends, buzzworthiness, high quality, and genuineness as keywords in mind and different shops will open including Mori Yoshida which is a patisserie that won numerous awards in Paris, France, Hawaiian vegan cafe Peace Cafe Hawaii, popular Taiwanese creative cuisine restaurant Sanhoyan, all opening their first shops in Japan. Other shops include takeaway and dine-in restaurant Kinkume, a new brand of Okume which is the most historical fresh fish store in Tsukiji. Twenty-seven shops, which is more than half of the total shops in Tokyu Food Show Edge, are totally new and as they arouse a buzz in Shibuya, they aim to meet the needs of residents along the Tokyu Line.
Shibuya Scramble Square, which does not limit its target customers nor concepts, embodies the variety and diversity of Shibuya. At the same time, as a commercial facility, it is as a symbol of redevelopment in Shibuya and this facility that can serve as a base for residents and visitors. Are you excited to visit? Which stores are you going to hit first?
Provided by Japan Walker™, Walkerplus™, and Tokyo Walker™ (19 September 2019)