Store "Tokyu Store A Food Station" in SHIBUYA CAST , save "shopping refugees" in superfluous areas!

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April 28, en route to the Harajuku district along the Meiji street from Shibuya Station, new composite facility per the entrance of the Cat Street " SHIBUYA CAST (SHIBUYA CAST.)" Was opened.
It is just around "PINK DRAGON (Pink Dragon)". The facility, which is a development project on the site of "Metropolitan Miyashita-cho Apartment", is expected to play a role as an initiator for effective utilization of urban areas and surrounding urban development.
" SHIBUYA CAST " floor composition image provided: Shibuya Miyashita-cho Realty Co.,

First, let's explain the floor of the 16-story SHIBUYA CAST on the ground. "Shared office" centered on "retail store · restaurant" and co-lab in the lower layer of GF ~ 2F, "office" such as Bayleux on 3F ~ 12F, experimental development of residents' community among 13F "Collective House" to do, "Serviced Apartment" for short-medium-term stay business people and creators at 14 F, "Rental Housing" 1 R ~ 3 LDK at 15 · 16 F, not just a commercial building or an office building " It becomes a unique facility that combines "Living" with "Living."

* For a detailed overview of " SHIBUYA CAST ""Redevelopment Feature Article"It is summarized in, so please have a look.

In the newly opening SHIBUYA CAST , I would like to pay attention this time, "Tokyu Store Au Food Station SHIBUYA CAST Store" directly connected to the Meiji Dori Square. "Food station" is a "Urban mini supermarket" of Tokyu Store A, which combines features similar to those of convenience stores and supermarkets such as sales of perishable food, among convenience store size limited store areas. Following Okurayama, Nakanobu, Nishiyama, Yoga, this SHIBUYA CAST shop will be the fifth store of the same type.
There used to be "Maru Shibuya Market" on the first floor of Tokyu Plaza.
Actually Shibuya station area is a barren area of ​​the supermarket. Particularly with the Tokyu Plaza Shibuya in March 2015, the basement floor "Maruki Shibuya Market" closed and "Shibuya residents who have fallen into shopping refugees" at once in a breath, "Where to buy daily food in the future" are closed It will not be there. Examining the large supermarket in the vicinity of Shibuya, although it is scattered around the Meiji Dori "Life" in East 1st Street, "Peacock Store" in Ebisu, "Sendagaya", Sendagaya "Okay" in the surrounding area, Shibuya Station There are no supermarkets in the vicinity or between Shibuya and Harajuku. It is not easy to secure a site for building a large store in the same area as the center of the city center. If so, the "small supermarket" which can be deployed with the same sales floor area as convenience stores, the super side also has less risk and it can be said to be a business style that is relatively easy to open a store. In fact, the "Urban Small Supermarket" is rapidly increasing in the Tokyo metropolitan area, and within the Shibuya area, the AEON group develops "Maikusuketto" in front of Shimizumi Station and Jingu 2-chome, "Maruetsu Petit" stores in Maruyama Town It covers an area that has fallen out of a large supermarket commercial area, such as setting up.

Incidentally, the residents of 3,352 households (population 6,083 people) live in the vicinity of 500 meters of " SHIBUYA CAST ". Along with the opening of the "Tokyu Store Food Station SHIBUYA CAST Store", it will not contribute to relief of "shopping refugees" between Shibuya and Harajuku which was "superfluous area" including large size and small size Cow. The area is not limited to community residents, but also in office workers in SHIBUYA CAST , Meiji Dori, offices and shop employees along the Cat Street, tourists and shoppers traveling between Shibuya and Harajuku, 3 Use of one target layer is assumed. The store side assumes such a customer base, and there is no doubt about making a sales floor tailored to the target while having limited space of 195 square meters. Next, let's look at concrete sales floor planning and merchandising.
First of all, people living in the area are always farmers such as 15 to 20 kinds of vegetables such as tomatoes and spinach which support everyday life, fish products such as sashimi and fillets, dried fish and pickled fish, fresh foods such as cattle, pigs and bird meat Provide seasonings, everyday items etc at reasonable price.
You can not miss the price range and assortment, as well as the fact that it is made up of daily-use foods for everyday use, rather than "unusual" ingredients such as underground depots.
For office workers, we offer variety of lunches and prepared dishes in short cycle, such as daily and weekly changes, cooked bread of about 30 kinds of baked cookies, confectionery bread, and 100 yen coffee. In addition, there are also comprehensive corner to meet the demand for lunch for OL, including easy-to-carry containers, "Lunch BOX" according to women, salad using organic komatsuna and parachi conscious of health and beauty, smoothies and vegetable juice .
In addition, for visitors such as sightseeing, we have items that we can eat on the hand. "Cup deli" that puts fried and potatoes in cups, "Petit bread" with cups that can be eaten with a sense of snack, "rich fruit bars" using lavish fruit pulp, and "fruit plenty" cup ice " We assumed that customers will eat at the previous plaza, and the deployment of hood to easily pinch in one hand was conspicuous.
Among them, it was the "mineral water" section that kept eyes on the assortment. In addition to staple items such as Volvic, Evian, Crystal Kaiser, there are about 10 kinds of mineral water all over the world including Hawaii Water (Hawaii), Gray Charwater (Norway), Island Chill (Fiji), Solan Deca Brass (Spain)
In addition, the proportion of "wine / liquor" section in the sales floor area is also large. Especially champagne keeps drinking in the refrigerator. Rice ham, cheese, hors d'oeuvres and other dishes are also enriched as liquor related corners, responding to the needs of parties in the office and the needs of local residents. According to a store official, "There are a lot of foreigners in business and tourism use, and there are many people who are sensitive to trends and have particular attention to mineral water and wine," he said.

In addition, on the weekdays, based on the regional nature such as the daytime population of employed persons on weekends and the increase in tourism and shoppers at the weekend, it is possible to adapt to the user's life scene and needs such as "daytime and evening", "weekday and weekend" , It will change the development of the sales floor by time and day of the week. Unlike large supermarkets, although they are inevitably inferior in terms of product selection, they are likely to take advantage of the unique advantages of "small supermarkets" by responding quickly and flexibly under merchandising with clarified targets . Either way, for local residents living in the surroundings, it can be said that the goodness of shopping is a good news for the convenience of shopping.

Tokyu Store Aood Food Station SHIBUYA CAST Store
○ Address: Shibuya Ward Shibuya 1 - chome 23 No. 21 SHIBUYA CAST
○ Opening: April 28, 2017 (Friday)
〇 Sales: 7: 00-23: 00
○ Sales floor: 195 square meters
○ Parking: 79 (shared)

Editorial department · Fuji Itakashi

Shibuya registrar. In addition to Shibuya of Culture information, seasonal news and topics, it will spell write that feel every day.