Shibuya Hikarie ShinQs Switch Room

Creating spaces by women for women

In the planning of ShinQs, a project Produce by Tokyu Department Store, with whom we have had a long-standing relationship, the main objective was to create "an unprecedented service space for women," and we assisted from the planning and conceptualization stage.

In Shibuya, where rest spaces are scarce, there was a need for a new, hospitable restroom that would encourage customers to visit and extend their stay. For the proposal, the planning and design team was composed of women who were close in age and sensibility to ShinQs' target demographic. The client's representative was also a woman, and thus the project to "create a restroom by women, for women" began. Based on their own experiences and everyday desires for such a restroom, they expanded on ideas and proposed a plan while valuing the perspective of female users.

Each of the 6 floors has a different entrance design, allowing you to enjoy choosing your favorite Switch Room.

A special members-only lounge where you can switch off from your active daily routine and switch on for relaxation

A special space to switch between ON and OFF.

During the planning stage, we proposed the concept of a "switch room," going beyond the basic functions of a toilet and powder room, to create a space where adult women can switch between "on" and "off" modes. This concept, which was introduced early in the project, directly expressed the space we were aiming for, and was therefore adopted as the name.

Initially planned to be on just one floor, the concept expanded to six floors by proposing spaces tailored to the retail layout of each floor. Based on floor merchandising, a theme was derived for each switch room, resulting in different designs and features, creating spaces where visitors can experience the surprise and comfort of "switching." With the hope that people would say, "I came to ShinQs because I wanted to use the switch room," every detail of the space was carefully considered. From furniture, signage, and decorations to the aroma scents and the meanings of the flowers displayed, each item was carefully selected with the user in mind.

A baby rest room for women who value both the joys of being a woman and the joys of raising children.

Bringing women's unique preferences to life.

Beyond just the interior design, the designers tackled areas they had never worked on before, such as signage and character creation, drawing on the experience of designers from other departments and leveraging our company's expertise. The project was completed with strong collaboration within the project team and the full support of the entire company. Since opening, it has been featured in numerous media outlets and has received a great deal of positive feedback on blogs and Twitter from the general public, becoming a unique rest space used by many people.

Recently, there has been a growing demand for more user-friendly functionality and design in all types of space creation. There are increasing examples of spaces requiring a meticulous, feminine perspective, such as restrooms, daycare centers, and Medical Service Facilities. As working women receive more attention in society, this serves as a good example of the success of female planners and designers.