AndSTY x Tobu Railway: Lifestyle Proposal Co-produced Model Room at New Condominium “Soraie Higashimatsuyama” Grand Opens on June 6 (Sat)!

AndSTY Co., Ltd. (Headquarters: Shibuya 2-21-1, Shibuya-ku, Tokyo; Representative Director and CEO: Yuya Sakurai), which operates mall & media and B2B businesses within the AndSTY HD Group under the mission “Play fashion!”, has provided design supervision for the new condominium “Soraie Higashimatsuyama” developed by Tobu Railway Co., Ltd. (Headquarters: Sumida-ku, Tokyo; President: Yutaka Tsuzuki). The model room for this project, “Soraie Higashimatsuyama,” will grand open on Saturday, June 6, 2026, allowing visitors to experience the “life that suits you” curated by five popular brands within AndSTY.

For this project, five brands—niko and ..., LAKOLE, studio CLIP, GLOBAL WORK, and LEPSIM—were carefully selected from over 55 brands within AndSTY to match the property’s target audience. Together with Tobu Railway, they created “life stories” based on each brand’s worldview.

This initiative embodies AndSTY’s platform of “connecting and expanding beyond all frameworks of people, companies, and regions.” Participating brands went beyond mere design supervision, delving into the target audience’s ideal lifestyles and adding narrative elements to advertising visuals, common spaces, and the model room. Leveraging AndSTY’s “multi-brand editorial power,” it achieves a new form of condominium sales where all customers—from active singles and DINKS to families and seniors—can intuitively choose the “life that suits them.”

“Soraie Higashimatsuyama” is born on a scale of 235 units—the largest in the city—just a 7-minute walk from “Higashimatsuyama” Station on the Tobu Tojo Line. The area offers a balanced harmony of abundant nature and convenience. To realize a life that feels “like yourself” given the area’s characteristics, AndSTY handled the design across multi-categories of “clothing, food, housing, beauty, health, play, and learning,” embracing diverse values. As the first rebranded property of Tobu Railway’s comprehensive living brand “Soraie,” this project transcends the conventional “housing” category, starting as a condominium creation project that resonates with residents’ sensibilities.

Under the concept “My life, My style,” the property provides proposals through its official website and other channels to help imagine a concrete future lifestyle. In addition to designing common spaces and supervising model room coordination, it adds unique value by offering original “niko and ...” select color plans for the enjoyable aspect of room customization.

■ Property Overview

Name: Soraie Higashimatsuyama

Location: Part of 4107-19 Zaimoku-cho, Higashimatsuyama City, Saitama (lot number)

Access: 7-minute walk from “Higashimatsuyama” Station on the Tobu Tojo Line

Total Units: 235

Structure/Scale: Reinforced concrete, 15 stories above ground

Site Area: 5,318.96㎡

Unit Areas: 61.44㎡ to 88.37㎡

Completion/Delivery: Scheduled for late February 2028

Seller: Tobu Railway Co., Ltd.

Design: Haseko Corporation

Construction: Haseko Corporation, Tobu Construction Co., Ltd.

Sales Partner (Agent): Haseko L’Best Co., Ltd.

Exterior CG image

■ “Soraie Higashimatsuyama” Condominium Gallery

Location: 1-12 Yagyumachi, Higashimatsuyama City, Saitama

Business Hours: 10:00–18:00

Closed: Wednesday and Thursday

*Please see the official website for details.

https://www.solaie.jp/mansion/hmatsuyama_01/

■ AndSTY Design Collaboration Details

① Diverse Lifestyle Proposals

The five brands within AndSTY will disseminate “lifestyle stories” reflecting each brand’s concept and worldview through various tools such as the official website and brochures. By providing experiential value leveraging brand expertise, they will create an environment where people of all generations can concretely envision the “life that suits them” realized at “Soraie Higashimatsuyama.”

“Lifestyle Story” examples:
niko and ... (Kurakake Seiryu no Sato), GLOBAL WORK (Saitama Children’s Animal Nature Park), LAKOLE (living space image)

② Common Space Design Supervision by “niko and ...”

The spatial coordination of the resident-exclusive common facilities—the Welcome Lounge and the Meets Lounge—was supervised by “niko and ...”. They aimed to create a space where residents can relax, blending a stylish atmosphere with playful touches. Furniture and shelves were selected by the staff in charge of interior styling at “niko and ...”. The result is an image suitable for a place of rest and gathering, smartly switching between ON and OFF.

Example of common space supervised by “niko and ...” design:
Welcome Lounge completed image CG, Meets Lounge completed image CG

③ Model Room Coordination Supervision and Original Color Select Plan Proposal

The model room’s interior supervision involved five brands, including “niko and ...”. Reflecting AndSTY’s concept of “easily and enjoyably,” the interior is coordinated under the theme of “finding what you like.” Focusing on materials and colorings that are both fashionable and highly functional, the aim was to create a living space that is unique yet comfortable, resonating with residents’ individuality. Additionally, the color select option, which allows chosen rooms to select interior colors, includes an original “niko and ...” select plan. Colors were chosen for fittings, surface materials, and wallpapers to imagine life scenes at each location and create a cozy space.

Example model room coordination supervised by AndSTY:
Living/Dining, Master Bedroom

■ Participating Brands from AndSTY

Five brands from AndSTY—niko and ..., GLOBAL WORK, studio CLIP, LEPSIM, and LAKOLE—are participating in the collaboration with “Soraie Higashimatsuyama.” The characteristics of each brand are as follows.

・Brand ① “niko and ...”

niko and ... is a “style editorial brand” that develops apparel, sundries, furniture, and food. It offers items that are not only practical but also evoke a sense of humor. Under the message of “encounter” surprising discoveries and then “match” your lifestyle, it targets men and women in their 20s and 30s.

＜Official WEB Store and ST＞ https://www.dot-st.com/nikoand/

＜Official Brand Site＞ https://www.nikoand.jp/