A large-scale redevelopment project, the Miyamasuzaka District Type 1 Urban Redevelopment Project, is currently underway in the Miyamasuzaka district of Shibuya. Construction is scheduled to begin in 2027, with completion and opening scheduled for 2031, and the project will dramatically change the landscape of the east exit of Shibuya Station. However, full-scale demolition work is still some way off. Now, a new movement is emerging on this slope, taking advantage of the "space before redevelopment" to reuse the premises of stores that closed early.

New activities taking place between redevelopment projects

Recently, new stores have been opening one after another in the vacant spaces of tenants who vacated early following the redevelopment decision. The British Shop, which opened on the first floor of the Fujiwa Miyamasuzaka Building in May this year, is a grocery store selling tea, jam, shortbread, and other products imported directly from the UK. The calm interior of the store has an atmosphere reminiscent of a London street corner, stopping passersby in their tracks. Although it is a niche business as an imported grocery store, it has brought a new cultural touch to the area before redevelopment.

The British Shop (1-14-9 Shibuya), a British food store that opened in May 2025

Although properties facing redevelopment have a limited operating period, rents are often kept low, providing new opportunities for store owners. Another advantage of redevelopment areas is that they can try out new businesses for a short period without making large investments in the exterior and interior design.

Taiyaki specialty store "Taiyaki Sawada" (1-14-18 Shibuya) opened in June 2025

通りを少し下った第2小林ビル1階には、6月にたい焼き専門店「たい焼き さわ田」がオープン。焼きたての香ばしい香りに誘われ、外国人観光客が立ち寄る姿も目立つ。再開発を控えた街並みに、どこか温かみのある風景を添えている。こうした小さなお店が、再開発の合間に「新しい食文化」を生み出しているのも宮益坂の今の特徴だ。

The second and third floors of the Kobayashi Building are being operated by Goodroom as "goodoffice Shibuya Station Front," and are being rented out as lounge space and office floors.

Located adjacent to the Second Kobayashi Building, the Kobayashi Building, a landmark of the East Exit area at the bottom of Miyamasuzaka, has been undergoing renovations since 2021 to maximize its use. The building now houses the shared office "goodoffice Shibuya Ekimae," occupying floors B1 through B5. Goodroom (a subsidiary of gooddays Holdings) handled everything from interior renovations to leasing and operating the entire building. The building's aging facilities and layout have been revamped, resulting in a modern, functional space. The second floor is a lounge space for personal use and private events, while the remaining floors are rented out to multiple companies as office space. Despite its short-term status, it's a prime example of flexible use of "stopgap space" until redevelopment. Thanks to its station-front location, the building enjoys a high occupancy rate, supporting the flow of people and businesses in the area. Incidentally, the fourth floor is currently home to the Tokyo headquarters of the popular Korean chicken burger chain, MOM'S TOUCH.

「b8ta Tokyo」跡地に「ダイコクドラッグ」（渋谷１丁目１４−１１）がオープンした

さらに、同ビルの1階には、テクノロジー企業の実験店舗「b8ta Tokyo – Shibuya」があったが、9月に閉店。その跡地にはドラッグストア「ダイコクドラッグ」が10月27日にオープンしたばかりだ。かつて最新リテールを体験する空間だった場所に生活必需品を扱う店舗が入るという対比は興味深い。ハチ公口側に比べて東口エリアはドラッグストアが少なく、一定の需要が見込まれそうだ。

The meaning of opening a store in a prime location

道路を挟んで向かいの「りそな銀行渋谷支店」跡地の1・2階には、家具・インテリアブランド「LOWYA（ロウヤ）」の体験型店舗「LOWYA渋谷宮益坂店」（渋谷2丁目20-11）が2025年12月19日にオープン予定だ。

LOWYA Shibuya Miyamasuzaka store is scheduled to open across Meiji Dori from the east exit of Shibuya Station.

再開発予定地という一時的な場所に体験型リテールを展開するのは異例だが、「一等地に短期で出店する」という決断の背景には、渋谷という街が持つ情報発信力と、ブランドの柔軟なマーケティング戦略が垣間見える。九州発のインテリアブランドとして成長を遂げてきた同社が、関東初の路面店として新たな試みを展開していくという。

「ライブ配信（オンライン）」と「リアルイベント（オフライン）」を横断した双方向のコミュニケーションを強化したショップとなる

Taking advantage of the influence of its social media presence, boasting a total of 2.2 million followers, the company has established a live streaming studio, "LOWYA SNS Studio," on part of the second floor, as an initiative unique to Shibuya. In addition to live streaming by employees, the company will also actively use the space to hold events, such as "offline meetups" where the social media team can interact with fans. The company's "good location" and "short period" make it possible to take on such a challenging endeavor. The studio is scheduled to operate until the end of September 2028, when construction will begin in earnest.

While redevelopment efforts nationwide have stalled due to rising labor and material costs, construction delays, and other issues, Miyamasuzaka continues to move forward as a "town that never stops." New signs are posted on the walls of buildings awaiting demolition, and shoppers and commuters are constantly lining the slope in the afternoon. Even during times when the area would normally be deserted, new stores keep opening one after another, and the lights of the town never go out.

それは、限られた時間と空間を最大限に活かそうとする“まちのたくましさ”であり、渋谷という街が持つ生命力そのものを映し出しているようにも感じる。

Interviews and writing

Editorial Department: Takashi Fujii

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