Teikoku Real Estate Completes Renovated Unit in Kuramae Using TOPPAN’s C-lab. Research and Analysis Service

Teikoku Real Estate Co., Ltd. (Head Office: Ginza, Chuo-ku, Tokyo; President and Representative Director: Hironori Kimoto) has completed one renovated residential unit at Belleviage Kuramae in Kuramae, Taito-ku, Tokyo, using C-lab. (Toppan Creative Laboratory), a research and analysis service provided by TOPPAN Inc. (Head Office: Bunkyo-ku, Tokyo; President and Representative Director: Haruhiko Noguchi; hereinafter “TOPPAN”). Based on lifestyle research, social media analysis, and related data, the company defined target resident personas and an interior concept from the design stage and reflected them in the spatial design. Background: In recent years, values and lifestyles related to housing have become increasingly diverse in the rental housing market. Residents are placing greater emphasis not only on conventional floor plans and facilities, but also on homes that match their lifestyles and values. In its rebranding business, Teikoku Real Estate has already used resident data and internal expertise for data-informed design. This initiative aimed to understand the target resident profile from a more multifaceted perspective by combining external research and analysis data. Project details: The project used TOPPAN’s C-lab. research and analysis services over approximately six months, including a lifestyle survey of 26,554 people, quantitative and qualitative research plus social media analysis, and analysis of past interior and housing trends. Based on the research, consumer values were categorized into four types. From this analysis, two personas were defined as representative images of people who want to live in the Kuramae area: “Signature Single” and “Refined Duo.” Based on these personas, the project established the interior style “Urban Heritage” and used it for spatial design and material selection. Urban Heritage refers to a style that combines an urban, refined atmosphere with elements that evoke history and tradition. Effects of using research and analysis: First, the findings were reflected in design tailored to preferences in the Kuramae area. Survey analysis of people interested in living in Kuramae showed strong preferences for interiors such as “New Standard,” which emphasizes simple and functional beauty, and “Soft Modern,” which conveys gentle refinement. For wet areas, results such as stronger support for brighter tones over darker colors were also incorporated into interior finishes and specifications. Second, the project clarified style-based decision criteria. Having indicators grounded in background information and evidence helped align understanding during design discussions and made decision-making smoother. Features of the completed unit: The completed residence was designed under the Urban Heritage concept, emphasizing texture and calmness. In particular, the living room uses a full-glass door to secure sightlines and natural light, creating a sense of spatial openness even in a compact unit. The layout also allows natural light to reach the hallway and entrance, contributing to brightness throughout the home. Property overview: Property name: Belleviage Kuramae. Location: 4-21-8 Kuramae, Taito-ku, Tokyo. Structure and floors: reinforced concrete, 11 stories. Completion: September 2005, 20 years old. Total units: 20. Future development: Using insights gained from this project, Teikoku Real Estate will continue analyzing property and area characteristics and pursue precise rebranding aligned with changing market needs. About Teikoku Real Estate Co., Ltd.: The company changed its name from Architect Developer, Inc. in May 2026. Guided by the corporate philosophy “Beautiful ways of living, starting from the home,” Teikoku Real Estate develops and manages rental apartment buildings through an integrated, single-company structure. Driven by data-based management, the specialized knowledge of finance professionals, and employee passion, the company provides value that serves as the “best answer” for owners, investors, and residents. Looking ahead 50 and 100 years, it aims to become a partner for living and assets while co-creating the future of local communities for the next generation. Details: https://teikokufudosan.jp/