#Japan #Tokyo #Airbnb #Sumu #ADDReC

Introduction to Sumu

In an innovative leap for the hospitality industry, ADDReC Inc., in collaboration with Kasoku Inc. and Culture Convenience Club Inc. (CCC), has announced the launch of Sumu, a new brand of apartment hotels powered by Airbnb Partners. This venture aims to create new value in the world of travel and living, embodying the idea of 'living like a local' through community-engaged accommodations.

A Unique Concept Driven by Stories

Under the guiding philosophy that there are Stories that cannot be discovered through tourism alone, Sumu's essence lies in offering not just a place to stay, but a unique narrative interwoven with the fabric of local life. With its first establishment, tentatively named the Taito Ward Koto-cho Project, planned to break ground on May 15, 2025, in Tokyo, Sumu seeks to redefine the guest experience by fostering holistic connections between travelers and their surroundings.

Sumu will feature 17 guest rooms in a modern ten-story building, constructed in partnership with Daiwa House Industry Co., Ltd.. This collaboration aims to bring the principles of Airbnb's home-sharing model into the hotel setting, offering an environment where guests can immerse themselves in local culture and create meaningful interactions.

An Emphasis on Experience and Safety

What sets Sumu apart is its emphasis on experience. The hotel is designed not only to provide comfort and amenities but to cultivate communal richness through a variety of shared spaces, such as cafes, kitchens, and engagement boards which encourage interaction with the local community. The ground floor will serve as a welcoming space for both guests and area residents, with features designed for safety, including utilization as an emergency shelter in times of crisis.

Features of Sumu:

• - Locally Sourced Cafes and Restaurants: Bringing the best of regional cuisine to guests.
• - Shared Kitchens and Open Spaces: Encouraging communal cooking and dining.
• - Community Boards: Facilitating exchanges and interactions with local residents.
• - Collaboration with Local Businesses: Creating connections to attractions and hidden gems in the area.
• - Public Facilities: Such as restrooms accessible to all.
• - Emergency Preparedness: Ensuring readiness for disaster response in collaboration with medical facilities.

Creative Branding and Design

The branding creative partner, Whatever Co., based in Tokyo and with branches in New York, Taipei, and Berlin, has been integral to developing Sumu's unique identity. The brand encapsulates the notion that there are stories outside of tourism, focusing on creating spaces that appeal to both Japanese and international visitors. The logo embodies a flexible and inviting design, representing a home-like atmosphere where guests can feel like they belong.

According to Shinji Kawamura, Creative Director of Whatever Co., this project resonates with the shifting dynamics of travel and living, representing a new era where boundaries between life and travel continue to dissolve.

Sumu's Vision for Future Travels

As Japan seeks to capitalize on its characteristics of safety amid growing global division, Sumu emerges as a response to the shifting paradigms in societal expectations. The project aligns with evolving values from younger generations, specifically Gen Z and Alpha, who increasingly favor multi-location living and seek authentic experiences that blend daily life with travel.

In cooperation with Airbnb, Sumu aims to foster relationships that allow visitors to feel at home, creating moments of connection encapsulated in the essence of 'welcome back' — a place where one can comfortably say, 'I'm home, again.'

Expansion Plans

The first Sumu establishment is just the beginning. There are plans for additional locations, with the second and third buildings anticipating construction shortly after the initial project, all aiming for a 2026 autumn opening. As the brand continues to develop, partnerships with developers, real estate funds, and hospitality management companies are actively sought to expand on this innovative vision for a new stay experience.

In summary, Sumu has taken the concept of hospitality and reimagined it for the modern traveler, focusing on community, safety, and genuine local experiences. As the brand unfolds, it stands ready to welcome visitors, creating pathways not only for enjoyable stays but also for genuine connections with Japanese culture and its communities.