On August 21, Seibu Shibuya renovated its fashion floor for the first time in eight years. Based on the theme of "Art & Design," the third floor of Building A was designed by nendo's Oki Sato, while the fifth floor women's clothing floor and the fifth floor men's clothing floor of Building B were designed by architect Yuko Nagayama. The concept of the women's clothing floor on the third floor of Building A, designed by Oki Sato, is "an amusement park adjacent to a European park." With a sky-blue ceiling, a merry-go-round-inspired event zone with black and white graphics, and a chevron pattern on the floor, the floor is designed to appeal to the contemporary, edgy woman in her 30s who is the floor's target audience. The independently curated sales area, "Key to Style," offers a selection of imported and domestic items by young designers. New international brands include Hood by Air and Marcelo Burlon women's lines, as well as Public School. Domestic brands include Banker, a brand created by Yoko Morimoto that focuses on Made-in-Japan denim, and Lyricist by YE, an original Seibu/SOGO brand created by Yasutoshi Esumi.
In addition, the department store has recently introduced brands by new designers, such as Token, who recently graduated from Esmod Paris, to serve as an incubation space for young designers. Tomorrowland, Despres, and Theory have also been renovated on the same floor.
The women's clothing floor, Mode Plus, on the fifth floor of Building A, is designed around a "palace" concept, with rooms separated by silver metal curtains. Products are displayed in a "museum-like" style, designed to appeal to "conscious executive career women in their 50s with ethical consumption styles" and "surprising well-liked adults." A total of 40 brands are available, including domestic brands such as Mallove and Mikako Nakamura, as well as imported luxury brands such as Lorena Antoniazzi and Marina Yachting. The same floor also features a new full-line Jonathan Adler store, its second in Japan after the Seibu Ikebukuro store.
The men's clothing floor on the 5th floor of Building B, designed by Yuko Nagayama, shares the same environmental design as Building A, with a "museum" concept and a chic, classic feel. A Pininfarina pop-up shop will be on display at the opening. In the luxe casual zone, next to NYC Goodman Style, a travel-themed brand developed in collaboration with Yoshihiko Suzuki, Sneeburgs Scoop, a gardening shovel brand that is a supplier to the Dutch royal family, will be on display, showcasing the hobbies of sophisticated men. As part of the opening event, the floor will also feature an exhibition and sale of works by glass artist Kiyoshi Matsumura, who has a background in creating precision glass for experiments.
Renovations began in May of this year, and this is the first renovation since 2007, costing approximately 2 billion yen. Store manager Tomio Takamura said, "There are currently around 20 projects and over 30 buildings under construction in the Shibuya area. We expect that commercial concentration will continue to grow, the number of companies will increase, and the city will become even more diverse. In terms of culture, IT, and fashion, Shibuya is the most advanced area in Tokyo, and we carried out this renovation with its location in front of Shibuya Station in mind. As we look towards 2020, Shibuya is undergoing a lot of construction, so we hope to be able to contribute to the local community in some small way. We recognize that individuality is particularly important at our Shibuya store, and by bringing together brands with a strong sense of creativity, we hope to offer a good balance of food, clothing, and shelter to fashion enthusiasts."

Plans for the other floors not renovated this time have not yet been decided.