Chinese brand to set up house in Japan

by | 10 Aug 2022 | Hotel Projects, Projects

Imagery by Proloog, © Snøhetta, courtesy of Tokyu Group.

Swire Hotels is venturing outside its home Chinese market for the first time with the signing of a new luxury hotel in Tokyo, Japan.

The firm is collaborating with Tokyu Group and L Catterton Real Estate (LCRE) on a new site for The House Collective brand, as part of a prestigious mixed used development.

New expansion phase

Set in the fashionable and vibrant neighbourhood of Shibuya, the as-yet unnamed House is due for completion in fiscal year 2027. This first property outside China for The House Collective is a milestone for the brand, marking the start of a new expansion phase.

This new hotel also marks the ongoing commitment of the Swire Group in Japan as the firm ran previous businesses dating back over 150 years in the country, with its Yokohama office handling imports and exports.

Sustainable spaces

For this new House, The House Collective will work with developers Tokyu Group and LCRE, pooling their established market presence to create a unique and exciting new destination.

The new House will be part of the Shibuya Upper West Project by Tokyu Corporation, Tokyu Department Store and LCRE. This 117,000 sq m landmark real estate project will bring together a combination of luxury and high-quality retail, contemporary luxury hotel, luxury residences, as well as art and cultural experiences to the Shibuya district for the first time.

Design will be led by Norwegian architects Snøhetta, which specialises in creating sustainable spaces that fuse conceptual form with nature. With sustainability in mind, this project aims to meet the ambitious sustainability goals of the Tokyu Group and LCRE by obtaining international certifications.

Vibrant vision

Swire Hotel’s deputy chairman Toby Smith said: “Witnessing the growth of The House Collective is an extremely proud moment for us as we look to expand into new cities throughout the Asia Pacific region. We’re delighted to be able to bring our distinctive design and people-first approach in hospitality to Tokyo. Our partners Tokyu Group and LCRE share our vision of creating a new and vibrant guest experience which, with the opening of our new House, will offer world-class hospitality for both locals and visitors to Tokyo.”

Tokyu Corporation’s president and representative director Kazuo Takahashi commented: “Swire Hotels’ The House Collective creates elevated luxury experiences with distinctive character and a sense of style.” While Mathieu le Bozec, managing partner of LCRE, added: “With Swire and The House Collective, we work with one of Asia’s most sophisticated and luxurious hoteliers and are delighted to introduce a new standard of contemporary hospitality to Tokyo.”

Launched in 2008 with the opening of The Opposite House, The House Collective conceives and manages distinctive hotels. Each with its own cultural character and architecture, The Opposite House in Beijing, The Upper House in Hong Kong, The Temple House in Chengdu and The Middle House in Shanghai are created for seasoned travellers who seek originality, style and personalised service in luxury travel.

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For a little more than 10 years, Swire Hotels has set out to craft unscripted and authentic hospitality experiences. Its two brands, The House Collective and East, are designed to offer exceptional service and an appreciation of aesthetics in unique, distinctive locations.