HOTEL GROOVE SHINJUKU, A PARKROYAL Hotel / JAM17 DINING & BAR

HOTEL GROOVE SHINJUKU, A PARKROYAL Hotel is a lifestyle hotel with 538 rooms located on the 18th, 20th-38th floors of the Tokyu Kabukicho Tower, built on the site of the former Shinjuku TOKYU MILANO, which symbolized the culture of Shinjuku's Kabukicho district and supported people's leisure time alongside Japan's economic growth. With a concept design concept of "a hotel that connects with the city," it incorporates the characteristics, history, and culture of Kabukicho, a city that embraces all kinds of individuality, while simultaneously referencing the era (mid-century) of 1956, when the Shinjuku Tokyu Culture Hall, the predecessor of Shinjuku TOKYU MILANO, was built, creating a hybrid space that is both forward-looking and contemporary.
The theme of the guest rooms is "APARTMENT ROOM." With the hope that each guest room will become a place where diverse personalities can reside and drive the new culture of the city, the rooms are based on a mid-century concept design language, and are brought together as a new living space with artificial light and textures.

In contrast, JAM17 DINING & BAR is themed around various "CULTURE SOCIETY CLUBs." It is positioned as a basement floor of the city, sprinkled with pieces of history and culture, serving as a place of exchange that will become a new hub for cultural dissemination through various forms of communication and expression. Every flow from the dining area, bar, and lobby to the guest rooms is connected to the city, proposing a new way of staying where guests can enjoy the unfolding of various scenes like a movie.

In creating a new lifestyle hotel at Tokyu Kabukicho Tower, which aims to create a new entertainment environment in the town of Kabukicho and disseminate Japanese culture to the world, we will aim to "connect and become one with the town" and disseminate culture. We were required to present a new way of staying that could also serve as a base.

Although we have had to make a major course correction due to the coronavirus pandemic, we are creating a ``ground floor of the city'' that will interact with the city's uniqueness and serve as a cultural dissemination function that combines a variety of communication functions, based on a new way of staying that is loved by many people. The project was carried out with this goal in mind.
While interspersing the history of Shinjuku TOKYU MILANO, which has been loved by people for a long time in this area, the cultural heritage of the city, and cultural pieces of music and fashion, we leave space for the future and express every individuality while staying. We are creating an active hotel space that has never been seen before, with the image of people living there in the future.

The space fully captures and expresses the individuality of Shinjuku Kabukicho, and as a hotel with an unprecedented new concept and uniqueness, we hope to satisfy both domestic and international guests. I am sure.