#Japan #Tokyo #Apartment Hotel #Neighborhood Stay #Mok Architects

The Apartment Hotel Launch and Exhibition

The Apartment Hotel, a new venture from Tokyu Corporation, has recently made its debut, offering innovative travel experiences in Tokyo aimed primarily at international travelers. The project represents a collaboration with the creative agency 301 Co., Ltd., located in Shibuya, Tokyo, under the leadership of CEO Shogo Otani. The brand focuses on redefining the value and style of lodging experiences in urban environments. Its primary offering, the "Neighborhood Stay," invites visitors to engage more deeply with local culture and community.

Neighborhood Stay: A New Travel Experience

The Neighborhood Stay concept emphasizes meaningful interactions with local culture over traditional tourist attractions. This lifestyle-oriented approach acknowledges the recent shift in travel values, recognizing that modern travelers often seek genuine experiences over the conventional whirlwind tours of popular sites. The Apartment Hotel aims to address the pressing issue of insufficient accommodations for inbound tourists by creatively repurposing existing real estate within popular neighborhoods like Shibuya and Daikanyama.

By rejuvenating these locations, The Apartment Hotel offers a flexible range of accommodations with options for short-term stays to long-term leases. The brand’s vision is to deliver authentic, rich experiences even in areas that may not be traditionally seen as prime hotel locations.

Launch Celebration: The Apartment Hotel Exhibition

To celebrate its launch, The Apartment Hotel hosted an exhibition entitled The Apartment Hotel Exhibition at a café/bar named No. in Yoyogi Uehara. This event spanned two parts: a special exhibit showcasing branding and creative processes, and an open room experience allowing guests to tour the actual apartment hotel rooms.

Key Features of the Exhibition

• - Exhibit Opening: Attendees had the opportunity to meet with the branding team, including Otani from 301 and the art direction team from Carpenter & Stone.
• - Creative Displays: The exhibition featured displays centered on the branding and creative efforts, including limited distribution of original guidebooks and brand merchandise.
• - Open Rooms: Guests could view the apartment-style rooms while enjoying wine and light snacks and receiving explanations from the team behind The Apartment Hotel.

Design Focused on Aesthetics and Comfort

The architectural and interior design for The Apartment Hotel was conceptualized by Mok Architects. The design merges Copenhagen’s Nordic sensibilities with Tokyo’s need for efficient space use, resulting in beautifully crafted rooms that are both aesthetically pleasing and livable. Each room integrates minimalistic yet warm touches, making them feel like a stylish friend's home rather than a standard hotel. The furniture choices offer a unique blend of vintage and original pieces, inviting guests to enjoy a sense of familiarity and comfort.

Additionally, the rooms are equipped with tools to enhance daily living. Items such as coffee-making tools, speakers with curated playlists, and thoughtfully selected decorative elements encourage guests to indulge in a leisurely lifestyle, creating a home-like atmosphere during their stay.

Unique Neighborhood Guides

Adding to the exceptional guest experience, the hotel features an original guidebook that offers curated insights into ten Tokyo neighborhoods, alongside five recommended spots for each area that travelers should not miss. These guides are designed to immerse visitors in the local culture, allowing them to discover the city's hidden gems away from heavily trafficked tourist spots.

The guide's detailed descriptions and beautiful photographic layouts promise to offer a fresh perspective on Tokyo, showcasing its vibrant neighborhoods through the eyes of locals. Furthermore, the guide's online presence on the website and social media extends its support beyond hotel guests, disseminating valuable insights for anyone exploring the city.

Art Direction by Carpenter & Stone

The visual identity of The Apartment Hotel has been expertly crafted by the creative agency Carpenter & Stone. Their focus lies on reflecting the modern traveler’s perspective and how they engage with both the spaces and the local community. The imagery encourages visitors to envision their stay in unique ways, creating a sense of participation in the everyday fabric of the city.

Event Details and Participation

The Apartment Hotel Exhibition took place from July 4th to July 10th, with an additional open room experience on July 11th. This assortment of events was designed to allow the public to engage with the brand's vision and witness firsthand the innovative approach to modern travel and accommodation.

In conclusion, The Apartment Hotel stands as a refreshing addition to Tokyo's hospitality scene. By emphasizing local engagement and the true essence of Tokyo life, it redefines what it means to travel in an urban space. The ongoing efforts by 301 Co., Ltd. to bridge culture with business ensure that The Apartment Hotel will offer enriching experiences for years to come.