Tsutaya isn’t just a bookstore; it’s a lifestyle destination. By reimagining the role of bookstores, it has transformed into a cultural and commercial hub that prioritizes experience over transactions.
Tsutaya has pioneered a business model that seamlessly blends books, lifestyle, and consumer needs. Founder Masuda’s customer-first approach ensures every space is designed to evoke emotions, foster discovery, and turn the simple act of buying a book into a meaningful experience.
Planning with the Consumer’s Feelings in Mind
The key to finding answers in business is simple: think from the consumer’s perspective. It sounds obvious, yet many brands focus on what they want to say rather than what consumers actually desire.
Masuda Muneyaki found the answer from the customer’s perspective. This is how he evolved Tsutaya.
“When designing the Daikanyama store, I spent countless hours watching people at the nearby café, Michelangelo—on holidays, rainy days, during the sweltering heat, in the morning, at lunch, and in the evening. I walked the same route from the station multiple times to understand the mood of the customers. On hot days, I parked outside and noticed how hot the seats became, which made me think about the need for shade. When you deeply consider the customer’s feelings and faithfully act on them, they will come. It’s simple, but few actually do it.“
Masuda spent weekends at Michelangelo Café, closely observing the people passing by. He noticed three key customer groups:
- Premier Age Consumers (60+) – Wealthy older individuals walking their pets and enjoying leisurely outings.
- Mothers with Strollers – Young families seeking convenience and comfort.
- Creative Professionals – Designers, artists, and entrepreneurs working in the nearby independent offices.
Each group shaped the store’s design and offerings:
- For the Premier Age: The book selection focused on cooking, health, and travel, with a dedicated section on “100-year life” wisdom. Since older customers start their day early, the store opens at 7 AM. A taxi stand was placed at the entrance, catering to those who prefer taxis over driving.
- For Mothers with Strollers: A pediatric clinic was established on the third floor. After a visit, parents could spend time with their children at the second-floor kids’ corner or the toy store on the first floor.
- For Creators: Masuda built the Anjin Lounge, a space filled with books, films, magazines, and music to inspire creativity. The name blends “An” (安), meaning comfort, and “Jin” (晋), meaning progress—reflecting a place for both relaxation and advancement. Masuda envisioned Anjin Lounge as more than just a café. It was a gathering space for intellectuals and creators who wanted to shape Japan’s future.
“Before the French Revolution in 1789, intellectuals gathered in Parisian cafés, sparking ideas that changed history. I hope the Anjin Lounge will be that kind of place—a space where thinkers and creators come together to reimagine Tokyo.”
Sitting there, surrounded by archives on architecture, design, film, photography, and music, I felt as if I were in a salon for modern-day sages. One day, I hope to witness the changes in Japan that may have been ignited by conversations within these very walls.
Designed on a Human Scale
When Masuda Muneyaki designed the building, he focused on one important principle: the human scale. He aimed to create spaces that would feel comfortable and cozy for people.
In Daikanyama Tsutaya, there are three buildings, each with two or three floors. If the business scale were considered from the brand’s perspective, a larger building would have been built taller. But Masuda Muneyaki designed the buildings on a human scale, taking the visitor’s perspective into account. Even the parking lot was made appropriately cozy, limiting the number of people so they wouldn’t feel overwhelmed or uncomfortable.
When a building is too large, its size can be overwhelming. It feels more commercial than user-friendly and can become a confusing space where it’s hard to find your way. The appropriate size, height, and the lack of overwhelming crowds give Tsutaya’s spaces a comfortable feeling that blends well with the content, design, and lighting.
The three buildings are organized by themes. By separating the spaces, they still maintain a sense of openness by using glass walls, which help the areas feel like one unified space.
The buildings are connected by a pedestrian walkway on the first floor and a bridge on the second. Trees and tables with chairs were placed along these connecting spaces, providing visual variety and creating spots for customers to rest, offering a more diverse and comfortable experience.
This meticulous attention to detail—blending scale, flow, and ambiance—transforms Tsutaya into more than just a bookstore. It becomes a place where people want to linger, explore, and return.
The Business Model of Capturing Customer Time
The businesses that capture customer time are the ones that succeed. Various industries, including offline stores, social media, gaming, OTT, and education, are all vying to capture customers’ time. Tsutaya is no exception.
In 2019, Tsutaya launched its share lounge. The share lounge combines the convenience of a shared office with the comfort of a lounge. It offers seating for individuals to focus on work, from desks with partitions to group seating, and rooms for meetings or gatherings. The lounge provides free food, snacks, coffee, drinks, and alcohol.
During my time in Tokyo, I visited Tsutaya share lounges in Shibuya, Roppongi, and Daikanyama, and each location had a different atmosphere.
The share lounge in Roppongi Hills was ideal for work or study. There were many seats with partitions to help with concentration, and the comfortable chairs allowed for long sitting without discomfort. There were also plenty of seats with computer monitors, and various office supplies, such as multi-tap chargers, bookrests, and monitor stands, were available for rent.
The Shibuya share lounge had a café atmosphere. Most of the chairs were wooden, and it seemed to target people who would stay briefly rather than those planning to sit for long periods, considering the high foot traffic.
Shibuya Tsutaya is also a space for fan culture. It is full of content for fans who enjoy idols, Pokémon cards, animation, and character figures. In the underground entertainment wonderland, you can find albums from famous Japanese and international artists and idols. Limited-time pop-up stores offer CD, DVD, photobook sales, and exclusive Shibuya Tsutaya products.
Tsutaya captures the customer’s time by providing compelling reasons to visit and spend time there.
Tsutaya’s deep consumer-centric thinking, meticulous attention to detail in elevating the experience, and ability to evolve and stay ahead of the curve are truly fascinating. I look forward to seeing how they continue to captivate customers and redefine the experience on my next visit.
12kguq