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

A little way down the street, on the first floor of the Second Kobayashi Building, a taiyaki specialty shop called "Taiyaki Sawada" opened in June. Attracted by the fragrant aroma of freshly baked taiyaki, it's not uncommon to see foreign tourists stopping by. It adds a warmth to the streetscape, which is currently facing redevelopment. One of Miyamasuzaka's current characteristics is that these small shops are creating a "new food culture" in the midst of redevelopment.

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's B1-5 floors are now home to the shared office "goodoffice Shibuya Ekimae." Goodroom (a subsidiary of gooddays Holdings) handled everything from interior renovations to leasing and managing the entire building. The building's aging facilities and layout have been revamped, transforming it into 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.

Daikoku Drug (Shibuya 1-14-11) opened on the site of the former b8ta Tokyo store.

Additionally, the first floor of the building was home to b8ta Tokyo - Shibuya, a technology company's experimental store, but it closed in September. The drugstore Daikoku Drug just opened on October 27th in its place. It's an interesting contrast to see a store selling daily necessities move into a space that was once a place to experience cutting-edge retail. Compared to the Hachiko Exit side, there are fewer drugstores in the East Exit area, so a certain level of demand is likely to emerge.

The meaning of opening a store in a prime location

Across the street, on the first and second floors of the former Resona Bank Shibuya Branch, furniture and interior brand LOWYA's experiential store, LOWYA Shibuya Miyamasuzaka Store (2-20-11 Shibuya), is scheduled to open on December 19, 2025.

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

It is unusual to develop an experiential retail store in a temporary location such as an area scheduled for redevelopment, but the decision to "open a store in a prime location for a short period of time" gives a glimpse into the information dissemination power of the city of Shibuya and the brand's flexible marketing strategy. The company, which has grown as an interior brand from Kyushu, will be launching a new initiative with its first street-level store in the Kanto region.

The shop will strengthen two-way communication across "live streaming (online)" and "real events (offline)."

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 workers are constantly seen walking the slope in the afternoon. Even during times when the area would normally be deserted, new stores are opening one after another, and the lights of the town never go out.

This is the "resilience of the town" that tries to make the most of limited time and space, and it feels like it reflects the vitality of the town of Shibuya itself.

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.