Revamped ARISE Premium Series by Fstage: Luxury Redefined for High-End Renovations

Fstage Revamps ARISE Premium Series

Fstage, a company based in Bunkyo-ku, Tokyo, has refreshed its luxury renovation brand, the "ARISE Premium series," in response to the rapidly changing demands of the high-end real estate market. With an increasing number of buyers drawn to luxury properties, particularly those priced over 100 million yen, the company aims to redefine expectations in a competitive landscape.

The Rising Demand for Luxury Renovations

The Tokyo metropolitan area has seen a significant increase in the price of second-hand apartments, with the REINS contract price per square meter rising for 20 consecutive quarters. This trend has fueled the rapid growth of the so-called "100-million-yen" apartment market, leading to a diversification of buyer demographics and needs. As pre-renovated apartments become more mainstream, buyers have higher expectations for interior designs than ever before. The renovation market’s expansion further enhances the level of internal specifications, indicating a pivotal turn not just in market demands but also in industry trends.

In light of these developments, Fstage has continually updated its interior specifications and has decided to revamp its high-end series to meet contemporary user needs more effectively.

Performance and Strategic Expansion

To gauge the direction of this renewal, Fstage initiated a buyback program in January 2024 targeting resale prices capped at 200 million yen. Over the past year, 36 units were sold, achieving an average selling price of approximately 140 million yen and generating about 5 billion yen in sales. This solid performance in the luxury market helped reinforce the decision to launch the revitalized "ARISE Premium" series.

Sales Achievements Overview (2024/8/1 – 2025/7/20)

- Total Units Sold: 36 (Cumulative Sales: 776)
- Average Selling Price: 140,320,000 yen (Highest: 228,000,000 yen)
- Sales Revenue: 5.05 billion yen
- Average Renovation Cost: 10,500,000 yen (Max: 19,900,000 yen)
- Average Selling Period: 39 days from REINS registration to sales contract
- Average Property Age: 2001
- Average Exclusive Space: 75 m²

The interior design plays a crucial role in enhancing the appeal of these properties. Fstage has meticulously researched competitor properties and endeavored to encapsulate its unique “Premium” concept to resonate with high-end buyers. The foundational theme centers around a “hotel-like living space.” This renovation plan prioritizes elegance and quality while employing indirect lighting to enhance the aesthetic appeal and set itself apart from competitors.

Sales Strategy: Emphasizing Quality Experience

While Fstage typically begins sales during ongoing renovations—often selling about 50% of properties in progress—this time, the "ARISE Premium" series will start selling just before finishing the interiors, allowing potential buyers to experience the quality of the final product firsthand. Enhancements in home staging also aim to significantly reinforce the hotel's luxurious ambiance.

This new approach has successfully resulted in a remarkable average contract period of just 39 days, underscoring Fstage's established strength in early sales performance.

Dual Styles Catering to Market Needs

Previously offering a single white-toned style, the revamped "ARISE Premium series" now introduces two distinct renovation styles—"Blanc Luxe" and "Stella Modern"—tailored to different property exteriors and customer preferences.

Both styles maintain the hotel-like theme and incorporate soothing interior designs that evoke the tranquility and luxury of a hotel stay. The use of indirect lighting further enhances the rooms, creating a high-end, otherworldly living space.

- Blanc Luxe: This style features a gentle beige-to-white gradient, providing a warm and soft ambiance.
- Stella Modern: A more stylish grey-beige to grey gradient here gives a calm and sophisticated atmosphere.

Lighting and Design Aspects

The careful incorporation of indirect lighting throughout the living areas, hallways, and bedrooms creates a nuanced ambiance, removing harsh glare through the use of glare-free fixtures. Each property receives tailored lighting plans formulated by dedicated planners, addressing balance, light color, and the interplay of light across different times of day.

Planning Insights

“Creating an atmosphere requires careful consideration of various scenes,” noted one of the lighting planners. The aim is to craft a noise-free environment, ensuring a feeling of serenity that aligns beautifully with the theme of a hotel-like living space. By eliminating visual noise, Fstage aims to deliver rich, luxurious spaces that embody the highest standards of modern urban living.

In conclusion, the revitalization of the ARISE Premium series demonstrates Fstage's commitment to innovative design and responsive customer service, making it a formidable player in the upscale renovation market.