Tokyu Stay Shinjuku will reopen on Tuesday, September 29th after a complete renovation. Nomura Co., Ltd. was in charge of everything from concept planning to spatial design, signage design, and art direction.

A new kind of stay experience that embodies the diverse culture of Shinjuku through design and experiences.

Tokyu Stay Shinjuku, operated by Tokyu Resorts & Stay Co., Ltd. in Shinjuku 3-chome, will reopen on Tuesday, September 29, 2026, after renovations. This renovation, which involves remodeling the entire hotel, aims to meet diverse travel styles in response to the increase in inbound tourists and the growing demand for group and family travel. By changing the number of guest rooms from 179 to 120, the average room size has been significantly increased to 25 square meters, approximately 1.5 times the previous size. New rooms that can accommodate up to four people have been added, transforming the hotel into a space that can meet the travel needs of all types of travelers, from couples to families and groups.
Nomura Co., Ltd. was responsible for everything from concept development and spatial design to signage, art direction, and the direction of collaborating creators.

■ "SANKADO SQUARE" responds to diversifying needs
Nomura Co., Ltd. was in charge of the creative direction and spatial design of the hotel. Led by design director Junichi Saito and designer Kohei Fujinaka, the entire hotel was revamped under a consistent concept, from the creation of the space to the details of the design. The concept, "SANKADO SQUARE," embodies the charm of Shinjuku 3-chome, where diverse histories and cultures have intersected since ancient times. We aim to create a hotel that is open to the community, where diverse people naturally gather, and where new culture is born, providing an unprecedented stay experience.
An entrance that exudes the atmosphere of a theater.


■ Renewal Design Concept
SANKADO SQUARE
A lifestyle and culture hotel on the corner of Shinjuku 3-chome, incorporating people, the town, and culture to create a lively, plaza-like atmosphere.

Shinjuku 3-chome, where Tokyu Stay Shinjuku is located, has long been a place where diverse histories and cultures intertwine, shaping the town with its cinemas, bars, vaudeville theaters, cafes, jazz clubs, bookstores, galleries, and camera shops. While inheriting the unique charm and cultural background of this area, we have pursued the ideal form of a hotel that is open to the community, where various people naturally gather, and where new cultures are sometimes born.

■Main areas

Lobby/Reception
Centered around "JAZZ," a genre deeply connected to Shinjuku 3-chome, the first floor, second floor, and restaurant building are gently linked, creating a sense of unity and flow throughout the entire facility. Like a jazz club, where sound, people, time, and culture intersect, each space lingers differently, the cultural richness of Shinjuku 3-chome is expressed as the overall atmosphere of the building's spaces.

Left: Lobby/Reception Right: Public Areas

Re: cord Lounge
The name "Re: cord Lounge" combines the image of "Record," which is used to enjoy music, with "Re," meaning "again," and "Cord," which connects people and things like a string. The spatial design is a modern homage to the coffee shop culture rooted in Shinjuku 3-chome. Elements such as a counter where you can enjoy music and drinks, a popcorn machine that evokes a sense of nostalgia, and an arched ceiling design that is reminiscent of the bustling coffee shops of this town come together to create an iconic face for a lounge open to the city.

Guest Room
These guest rooms, themed as "studios," immerse you in the culture of Shinjuku 3-chome. From the theater-like corridors to the colorful rooms, you'll find a compact yet creative stay designed to stimulate your senses. With a layout that encourages a flexible stay style, you can relax in a comfortable room.

Left: Superior Queen
It offers a design and stay experience that aligns with the concept. This standard model is compact yet provides ample comfort.

Right: Deluxe King
In addition to a design that aligns with the concept, the separate bathroom and spacious bedroom offer a more comfortable and creative stay.
 

Left: Deluxe Twin
The 30.5 square meter space, filled with designs that align with the concept, is composed of a large, open-plan living area, offering guests a free and enriching stay.

Right: Signature Family
This private room features two bedrooms and offers a sense of privacy. The spacious layout can also be converted into a large open-plan living area, making it ideal for families and groups looking for a free and comfortable stay.
 

3chome Collective TWIN
Located on the top floor, the 14th floor, this is a unique concept room with a design that strongly reflects the culture of Shinjuku 3-chome, including movies, music, rakugo (traditional Japanese storytelling), cafes, and alcohol, allowing you to take home the atmosphere of the neighborhood.

 
■Design collaborators
Planting Design: Kei Amano/YardWorks Inc.
Sign & Graphic Design: Kazunori Nomura / Tyle
Textile Design: Yuko Katsuki / Katsuki Connection
Artwork: Hiroto Yoshizoe (Hiroto Yoshizoe Studio), Daijiro Arimura (21B STUDIO)