Encounter Japanese Aesthetics at the Gateway to Tokyo: "Otonami Lounge Tokyo" Renews for its 1st Anniversary

"Otonami Lounge Tokyo," a physical store for "Otonami" that delivers extraordinary experiences for adults, operated by J-CAT Inc. (Headquarters: Minato-ku, Tokyo; Representative Director: Ryo Iikura), will be renewing upon its 1st anniversary since opening in April 2025. Over the past year, at the "Otonami Lounge Tokyo" on the 10th floor of Daimaru Tokyo, the gateway to Tokyo, we have been delivering "things Japan should cherish" to domestic and international guests through experiences and retail. In this renewal, the boundaries between experience and retail are removed, evolving into a "lifestyle hub" that connects creators across the country with guests more deeply. ■ History and Achievements of the 1-year-old "Otonami Lounge Tokyo" Since its opening, this lounge has welcomed many intellectually curious domestic guests as a gateway to "extraordinary experiences for adults." Users range widely from their 20s to 70s, and regardless of generation, the space has served as a "base for learning experiences" to refine one's sensibilities and enrich daily life. The number of experience plans delivered over the past year has reached 800. From traditional handcrafts to modern experiences integrated with contemporary sensibilities, we have transmitted the diverse values we want to cherish from the center of Tokyo. Also, utilizing the location connected directly to Tokyo Station, we have begun to take on the role of the "gateway to Japan" by providing not only domestic guests but also many overseas guests with opportunities to encounter uniquely Japanese products and touch the depths of culture. ■ Background of the Renewal: A Space Where Goods, Events, and People Resonate We have revamped the previously independent functions of "experience" and "retail" into a more seamless design. Guests can directly pick up as products the crafts created using the techniques they touched upon during experiences. Or, attracted by beautiful crafts and artworks on display, they can step into actual experiences or journeys to feel the stories behind them. We aim to accelerate the circular flow of goods, events, and people, creating a place where you can encounter a new charm of Japan every time you visit. ■ Four Pillars of the Renewal 1. Exhibition and Sales with Stories, Delivering Japan's "Now" and "Techniques" In the retail space, we carefully select and introduce works by cultural bearers connected through Otonami (for domestic) and Wabunka (for inbound) experiences, as well as excellent items and goods that enrich daily lifestyles which we encountered while traveling across the country and wish to "pass these techniques to the future." The special exhibition booth, where the theme changes monthly, is not just a place for sales but a space to feel the creators' breath, becoming a place where you can encounter a new facet of Japan with every visit. 2. Full-scale Launch of "Wabunka" Experiences for Foreign Guests In addition to "Otonami," which delivers extraordinary experiences for adults domestically, we will strengthen the provision of experiences through "Wabunka" for inbound tourists. By expanding content that allows overseas guests to experience Japanese culture "casually yet authentically" across language barriers, we will further deepen our role as a cultural exchange hub where the world and Japan intersect. 3. New "Concierge Counter" to Travel Japan A concierge will be permanently stationed in the store to propose original experience plans developed nationwide by Otonami and Wabunka, as well as travel planning that delves into the charms of regions. Starting from here, it will become the starting point of journeys that send guests out to "unseen emotions" all over Japan. 4. Formation of a Community Transcending Generations and Borders We will continue to brush up the space continuously as a place where people who love Japanese handcrafts and aesthetics naturally gather and keep updating their sensibilities, in multifaceted cooperation with various bases and services operated by our company. ■ Special Exhibition for the Renewal Open Wajima Lacquerware: Taya Shikkiten Taya Shikkiten is a lacquerware maker and seller of Wajima-nuri. Under the concept "Passing on the beautiful lifestyle of this country," they handle lacquerware that combines the beauty of handcraft and usability. While valuing traditional Wajima-nuri techniques, they propose new items that align with modern living. At Otonami, in addition to exhibiting and selling works at Otonami Lounge Tokyo, we have produced a story article touching on the thoughts of Mr. Taya, the representative of Taya Shikkiten, spelling out the past and future of Wajima-nuri. Mr. Kodai Taya, Representative of Taya Shikkiten Connecting the techniques and thoughts of predecessors to the future. The story of Wajima-nuri continuing its steps overcoming the earthquake disaster. Overview of Otonami Lounge Tokyo Otonami Lounge T