Encountering Japanese Aesthetics at Tokyo's Gateway: 'Otonami Lounge Tokyo' Renovates for its 1st Anniversary

J-CAT Corporation (Headquarters: Minato-ku, Tokyo; Representative Director: Ryu Iikura), which operates "Otonami," a service delivering extraordinary experiences for adults, will reopen its physical store "Otonami Lounge Tokyo" (hereinafter, the Lounge) with a renovation to commemorate its first anniversary since opening in April 2025. Over the past year, "Otonami Lounge Tokyo" on the 10th floor of Daimaru Tokyo Store, located at Tokyo's gateway, has delivered "things Japan cherishes" to domestic and international guests through experiences and merchandise sales. With this renovation, the Lounge will evolve into a "lifestyle hub" that eliminates the boundaries between experiences and merchandise sales, more deeply connecting artisans nationwide with guests. ■ The Journey and Achievements of "Otonami Lounge Tokyo" Celebrating its 1st Anniversary Since its opening, the Lounge has served as a gateway to "extraordinary experiences for adults," welcoming many intellectually curious domestic guests. Users range widely from their 20s to 70s, and it has fulfilled its role as a "learning experience base" for people of all generations to refine their sensibilities and enrich their daily lives. Over the past year, we have delivered 800 experience plans. From traditional craftsmanship to modern experiences fused with contemporary sensibilities, we have disseminated diverse values that we cherish from the heart of Tokyo. Furthermore, leveraging its location directly connected to Tokyo Station, it has provided opportunities for many international guests, as well as domestic guests, to encounter unique Japanese products and delve into the depths of its culture, beginning to fulfill its role as "Japan's gateway." ■ Background of the Renovation: A Space Where Objects, Experiences, and People Resonate We have refreshed the previously independent functions of "experiences" and "merchandise sales" into a more seamless design. Guests can pick up works created by artisans they encountered through experiences, or be drawn to displayed beautiful crafts and artworks, leading them to embark on actual experiences or journeys to feel the stories behind them. We aim to accelerate the circulation of objects, experiences, and people, creating a place where visitors can encounter new charms of Japan every time they visit. ■ Four Pillars of the Renovation 1. Exhibition and Sales with Stories, Delivering Japan's "Now" and "Skills" In the merchandise space, we will carefully select and introduce works by cultural bearers connected through Otonami (for domestic visitors) and Wabunka (for inbound visitors) experiences, as well as exquisite items and lifestyle-enriching goods that we encountered during our travels nationwide, wishing to "connect these skills to the future now." The special exhibition booth, with a changing theme each month, is not just a sales venue but a place where visitors can feel the breath of the artisans, encountering a new facet of Japan with every visit. 2. Full-scale Launch of "Wabunka" Experiences for Inbound Guests In addition to "Otonami," which offers extraordinary experiences for adults domestically, we will strengthen the provision of "Wabunka" experiences for inbound visitors. We will expand content that allows international guests to "easily and authentically" experience Japanese culture, overcoming language barriers, and further deepen our role as a cultural exchange hub where the world and Japan intersect. 3. New "Concierge Counter" for Traveling Japan A concierge will be stationed in the store to propose original experience plans developed by Otonami and Wabunka across Japan, as well as travel planning that delves deeper into the charms of various regions. This will serve as a starting point for guests to embark on journeys to "unseen感動" (unseen感動 - a Japanese term for profound, moving experiences) throughout Japan. 4. Formation of a Community Transcending Generations and Borders Moving forward, we will continue to refine the lounge, collaborating multi-directionally with each of our company's bases and services, as a place where people who love Japanese craftsmanship and aesthetics naturally gather and continuously update their sensibilities. ■ Special Event at the Renovation Opening Wajima-nuri: Taya Shikki Store Taya Shikki Store is a lacquerware artisan and seller specializing in Wajima-nuri. With the concept of "connecting the beautiful life of this country," they create lacquerware that combines the beauty of craftsmanship with usability. While cherishing the traditional techniques of Wajima-nuri, they propose new items that fit modern lifestyles. At Otonami, in addition to exhibiting and selling works at Otonami Lounge Tokyo, we have created a story article touching on the thoughts of Mr. Taya, representative of Taya Shikki Store, detailing the past and future of Wajima-nuri. Mr. Koda Taya, Representative of Taya Shikki Store Connecting the skills and thoughts of our predecessors to the future. The story of Wajima-nuri continuing its journey after overcoming the earthquake. Otonami Story Connecting the skills and thoughts of our predecessors to the future. The story of Wajima-nuri continuing its journey after overcoming the earthquake. Otonami Lounge Tokyo Overview Otonami Lounge T Keywords: