Tower Records Shibuya Store Phase 3 Renewal

Tower Records Shibuya store has undergone renovations on its 1st, 4th, and 5th floors with the aim of evolving into a store where customers can linger and experience different experiences.
In parallel with the renovation, a new type of standing-style beer bar, "TOWER RECORDS BEER," opened on the 6th floor of the store, within the analog record floor.

Regarding the overall renewal
We want to create a space that can be enjoyed by the increasing number of visitors from overseas each year.
・As collaborations with artists and characters are increasing customer traffic, we want to create a flexible space that can accommodate collaborative events.

About beer bars
- Presenting constraints and concerns regarding equipment and legal regulations.
- A sophisticated and distinctive logo concept design unique to Tower Records.

We have received the above requests.

Regarding the overall renewal
The first floor serves as the main entrance, and concept design is based on Tower Records' signature colors of yellow and red, maintaining the brand's established image while creating a more impactful and memorable space.
With collaborative events in mind, the fixtures are movable and the lighting fixtures have adjustable color temperature, allowing the atmosphere to be completely transformed.

About beer bars
From the early stages of the project, we conducted preliminary consultations with the government and reviewed the architectural drawings, and addressed any concerns regarding the equipment. This allowed us to work closely with Tower Records, which ensured a smooth process from the initial planning stages to the completion of construction.
Since the 6th floor, where the store will open, is an analog record floor, the logo incorporates a record motif, creating concept design unique to Tower Records.