Goodroom Launches Third Place Concept with New Cafeteria 'goodcoffee Aoyama'

Goodroom Introduces 'goodcoffee Aoyama' as a Third Place

Goodroom Inc., a subsidiary of Gooddays Holdings, is excited to announce the grand opening of its direct-operated café, 'goodcoffee Aoyama by goodroom', on July 18, 2026. Nestled within the Aoyama Oval Building in Tokyo, this establishment aims to serve as a welcoming third place for people amidst their busy lives.

About 'goodcoffee Aoyama'

The café is designed to provide a spacious, multipurpose relaxation area, offering over 40 seats for visitors. With a focus on comfort, the seating arrangement is primarily designed for solo visitors, making it an ideal spot for everyone seeking a moment of reprieve. At the heart of the café are an L-shaped bench and vibrant greenery, ensuring an atmosphere infused with natural warmth and comfort. The bar features a beautifully tiled counter, creating a modern aesthetic that sets it apart from other coffee shops.

Notably, 'goodcoffee Aoyama' is not just a cafe; it also offers a paid event space and co-working area, making it a hub for various cultural initiatives including workshops, exhibitions, and community events. It is designed to enrich the daily lives of business professionals, local residents, and students alike, boasting expansive facilities to cater to diverse needs.

Extraordinary Collaborations

The café's menu is developed in collaboration with renowned establishments such as Coffee Supreme and MORETHAN. Coffee Supreme, famed for its quality brews, will have baristas use carefully selected beans and the SANREMO espresso machine to produce each cup with precision. Among the food offerings are exclusive open sandwiches featuring bagels from MORETHAN, stemming from the theme of a local Tokyo bakery, plus the popular avocado and prosciutto open sandwich. Additionally, patrons can delight in an array of carefully curated baked goods, special cakes, and delightful tea beverages, such as hojicha latte.

Delicious Food and Beverages

Convenient Location

The 'goodcoffee Aoyama' café is conveniently located just a 4-minute walk from Omotesando Station, offering easy access for anyone in the area. Here are the details:

- Name: goodcoffee Aoyama by goodroom
- Opening Date: July 18, 2026
- Address: 5-52-2 Jingumae, Shibuya, Tokyo, Aoyama Oval Building, 4F
- Access: 4-minute walk from Tokyo Metro Ginza Line, Omotesando Station.
- Hours: Open from 9 AM to 6 PM (Last order at 5:30 PM)
- Website: goodcoffee
- Instagram: @goodcoffee

Creating a New Third Place

In recent years, the importance of a third place, distinct from home and the office, has emerged with the rise of hybrid working. However, logistical challenges regarding location and mobility can hamper productivity and relaxation. Goodroom is addressing this by integrating cafes within office and residential spaces. By creating a comfortable environment within the same building, Goodroom aims to seamlessly connect the three points of life—home (first place), office (second place), and café (third place)—to create an entirely new value proposition.

The Philosophy Behind Goodcoffee

'goodcoffee' is a café brand developed and operated by Goodroom. With previous establishments in Shimbashi and other areas boasting warm wooden interiors and carefully curated beverages, 'goodcoffee Aoyama' represents the fourth location. Strategically placed across from Aoyama Gakuin University and next to the United Nations University, it's a fusion of culture and trend that captures the essence of the community.

Insights from the Team

Takuya Kobayashi, Goodroom's Design Manager, commented, _“We have taken inspiration from previous coffee designs while boldly placing a custom fixture and greenery at the center of the café. The expansive tiled bar counter creates a refined space that harmonizes warmth and modernity.”_ Rui Kiuchi, the Operations Manager, added, _“Leveraging past café management experience, this time we focused on enriching the product lineup. Collaborations with notable brands allow us to offer unique culinary experiences, making this space feel like 'one's own place' for every visitor.”_

About Goodroom Inc.

Goodroom Inc. operates under the philosophy of creating “the ordinary that doesn’t exist anywhere”. By merging lifestyle and technology, they propose innovative ways to live and work. Handling everything from renovation to media engagement itself, they provide excellent solutions for property owners and customers while contributing to tackling social issues such as the vacant house challenge.

For more information on Goodroom's innovative services, visit: Goodroom Homepage

Services include:

- A unique room-search platform for rentals and subscription-based hotel living—goodroom
- A flexible share office—goodoffice
- A renovation brand—TOMOS
- Saunas and cafés located within office and residential areas—Good Sauna and goodcoffee.