To celebrate its 10th anniversary, Roppongi Hills underwent a major renovation from March to April. On April 4th, the second floor of West Walk, the main commercial area, reopened after renovations. The new keyword for the second and third floors of West Walk is "exclusiveness." The second floor is positioned as a fashion hub, with a focus on class, featuring brands such as Bottega Veneta, Alexander McQueen, and Stella McCartney. With an eye toward shopping convenience, select shops such as the United Arrows women's store and Deuxieme Classe have been introduced. The target audience is primarily people around the age of 40. "This demographic is energetic, active globally, and often discerning, so we aimed to create a neighborhood that would reassure and satisfy such people," said Ikezawa Naoki, deputy general manager of the Roppongi Hills Commercial Operations Office in Mori Building's Sales Division. Regarding the third floor of West Walk, which underwent a renovation on March 22nd, "70% of the stores have been replaced, but just a few days after opening, sales have already increased by 300% compared to the same period last year. While Roppongi Hills as a whole has seen a period of declining customer spending due to the effects of deflation in recent years, sales at the luxury brand shops on Keyakizaka have risen significantly," he said confidently. For fiscal 2013, the company aims for sales of 40 billion yen, up approximately 7% from the previous year. This is the sales level before the Lehman Shock. Regarding future development, he said, "We will promote urban development by placing anchor stores at key points, such as introducing popular restaurants along Keyakizaka Street, and linking areas together. We will consider area merchandising that suits the characteristics and target audience."