HOTEL GROOVE SHINJUKU, A PARKROYAL Hotel is a 538-room lifestyle hotel 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. concept design concept is "a hotel that connects with the city," incorporating the characteristics, history, and culture of Kabukicho, a city that embraces all kinds of individuality, while referencing the era (mid-century) of 1956, when the Shinjuku Tokyu Culture Hall, the predecessor of Shinjuku TOKYU MILANO, was built, and creating a hybrid space that is both forward-looking and modern. The theme of the guest rooms is "APARTMENT ROOM." Based on concept design language of the mid-century, the guest rooms are brought together as a new living space with artificial light and textures, with the hope that they will become a place where all kinds of individuality reside and lead the new culture of the city. 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.