Local Tokyo design studio I IN has completed an elegant 348-square-meter VIP lounge at the prestigious Matsuya Ginza department store, combining traditional Japanese aesthetics with contemporary luxury design elements. The space features a striking white color palette accented by Edo purple, a historically significant deep purple hue once associated with Japanese nobility, alongside glossy surfaces and reflective materials that capture the essence of Ginza's sophisticated atmosphere.
"Edo purple was chosen as a subtle yet profound accent – a tone of quiet strength and dignity," explained Hiromu Yuyama, co-founder of I IN studio. "Against the luminous white that defines the space, it conveys both modernity and the timeless grace of Japanese aesthetics." The lounge is exclusively reserved for the department store's VIP customers as well as JCB cardholders, reflecting the high-end nature of the Ginza shopping district in central Tokyo.
The design team sought to create what they describe as "a new form of Japanese luxury" that feels light, refined, and appealing to the next generation of consumers. "In Ginza, where tradition and innovation coexist, we sought to create a space where calmness and vitality quietly intersect," Yuyama noted. The studio drew inspiration from Ginza's defining characteristic of "tsuya" – meaning gloss – incorporating materials that capture both light and emotion throughout the interior.
The lounge showcases a sophisticated mix of materials, including polished aluminum tables, lacquered walls and ceilings, and natural elements like hinoki cypress wood. Traditional washi paper surfaces provide soft illumination, while the predominantly white interior maximizes natural light flow throughout the space. "Polished aluminum, hinoki cypress and softly illuminated washi surfaces together translate Ginza's radiance into architecture, turning light itself into the material of the space," Yuyama explained.
Visitors enter through a modernist reception area featuring a marble desk and traditional shoji screens, which leads into the main relaxation zone furnished with purple sofas and sleek steel tables. The journey through the space culminates in a dramatic room entirely painted in Edo purple, housing a large meeting table, a lacquered red display case, and additional lounge seating areas for more intimate gatherings.
Throughout the lounge, sliding shoji screens with washi paper panels serve as elegant room dividers, maintaining the flow between different functional areas while providing privacy when needed. Modern touches include geometric paper lamps and abstract paintings that complement the traditional elements without overwhelming the serene atmosphere.
This Ginza Lounge project represents part of I IN's broader portfolio of recent Tokyo installations, which includes a Blue Bottle Coffee cafe in Takanawa and a "living lounge" concept in the reception area of a museum building. The studio continues to explore the intersection of traditional Japanese design principles with contemporary luxury aesthetics, creating spaces that honor cultural heritage while embracing modern functionality and style. Photography of the completed project was captured by Tomooki Kengaku, showcasing the interplay of light, color, and texture that defines this unique retail hospitality space.
