Tokyo Midtown, a commercial complex in Roppongi, Tokyo, reopened on the 25th after six years since its opening, due to the expiration of tenant contract renewals.
42 stores, or about 30% of the total, were new, bringing the total number of stores from 135 to 130. While the number of restaurants decreased due to the division and consolidation of tenant areas, the number of fashion stores increased. High-end brands such as Chloe and Bottega Veneta withdrew, and the mall chose to focus on more familiar brands that reflect people's lifestyles rather than luxury brands.
Four stores are making their Japanese debut: ADIAM, a women's brand led by Hanako Maeda; Valextra, a luxury leather goods brand; Jacob Cohen, a denim brand; and Jet, an LA brand offering items for women, men, and children. World's La Boutique Dressteria and Baycrew's Figaro Paris are also expanding into the Kanto region. New stores from existing brands such as "Mackintosh Philosophy Lounge" and "45R" have also opened. Popular stores such as "Ron Herman," "Strasburgo," and "The Secret Closet" have also been attracted. New sofas designed by Akira Minagawa have been installed in the common area. Yasuhiro Nakamura, general manager of the Tokyo Midtown Business Division at Mitsui Fudosan and representative director of Tokyo Midtown Management, explained, "Since the earthquake, Tokyo Midtown has steadily increased visitor numbers and sales every year. This time, rather than a 'renovation' to replace the old with new, we're calling it a 'New Stage Opening,' as a leap to a higher stage. Compared to six years ago, we now live in an age where people are looking for more down-to-earth values, ethical awareness, and a focus on craftsmanship that values the story behind it. We've evolved our approach to keep up with this trend, redefining our target audience as 'lifestyle editors,' meaning adults who enjoy editing and shaping their own lives based on their own values. We've also added new stores for children and organized our tenants. We've also differentiated ourselves from other facilities by selecting brands like Valextra that are popular overseas but not well-known in Japan." Coincidentally, the renovation coincided with Roppongi Hills' recent 10th anniversary. "Hills has an edgy lineup with brands like Stella McCartney and Issa. We have a more lifestyle-oriented selection of stores, so I don't think there will be any competition. Their customer demographic is also younger, as they have a movie theater. Midtown has a relatively older demographic, such as families," said Toyokura Eisuke, director and head of town management at Tokyo Midtown Management.
Sales have remained around 23 billion yen except for the year it opened in 2007, but the mall is aiming for 25 billion yen in the first year of the renovation.
