-CCC produces stay experiences through cultural editing
Culture Convenience Club Co., Ltd. (hereinafter "CCC") is pleased to announce that Sumu Ueno East, an experimental apartment hotel with some of the common areas and guest rooms curated and produced by Tsutaya Bookstore's concierge, will open in Higashi-Ueno, Tokyo on Saturday, February 15, 2026, with the aim of transforming guests' stay into a cultural experience.
Sumu Ueno East is a facility that offers an apartment-style accommodation experience for long-term stays, based on the concept of a hotel that experiments with new forms of travel. For this project, CCC utilized the knowledge cultivated by Tsutaya Bookstore's concierges to compile culture such as books, music, and Japanese culture, and was responsible for creating a space that enhances the quality of the time spent "staying like you live there."
CCC has previously produced a variety of spaces, including Tsutaya Bookstore, public facilities, and hotels, but for "Sumu Ueno East," they redefined travel destinations not simply as places for consumption, but as "another living space" where people can experience the local culture, open up their sensibilities, and spend time that is connected to their everyday lives, and they supported this through content and spatial editing.
■ 1F "Sumu Lounge" | A cultural lounge that connects travelers with the city
The Sumu Lounge on the first floor is a cafe and library curated by Tsutaya Bookstore's literary concierge. It offers a selection of books themed around Japanese culture, casual drinks and snacks, and magazines and photo books that guests can pick up during their stay. This is more than just a shared lounge; it also serves as a "gateway" for travelers to rediscover the city. Guests can read a book, listen to music, and plan their next outing while enjoying coffee and snacks.
■ Culture Floor "Music" "Japan" | Guest rooms where you can experience Japanese life through your senses
Of the nine rooms at CCC, two have been curated as "Culture" rooms. Both rooms aim to be a cultural experience that is naturally immersed in by staying in them, rather than a "culture that is explained to you."
(1) "Music"
The "Music Room" is a concept room themed around a life with analog records, where you can experience Japanese music culture as an extension of your daily life. The room is equipped with a record player and a carefully selected selection of records, including city pop and classic Japanese music. The room is designed to exist naturally as a part of your daily life, rather than as a "device for listening to music." In addition to the enriching moments created by dropping the needle, you can also enjoy your own music via a Bluetooth speaker, creating a special space where you can relax and savor "living with music" while traveling.
(2) "Japan"
In the Japan Room, which is themed around "living with the beauty of Japanese life," Tsutaya Bookstore's travel concierge, who has traveled the world, has selected folk arts, crafts, and everyday items from around the country in response to the question of how to convey the culture that is rooted in the daily lives of Japanese people, rather than the tourist image of Japan. This is a space where you can come into contact with Japanese aesthetic sense and lifestyle through the diverse culture that has continued from the Showa to Reiwa eras, and everyday items that breathe life into the textures and handiwork of Japanese materials. You can naturally experience encounters with real Japanese culture, compiled from the perspective of those who live there, while traveling.
Sumu Ueno East is an experimental facility born out of co-creation with partner companies with diverse expertise. Up until now, CCC has placed importance on creating an environment where consumers can make their own choices, rather than simply presenting the right answers. Just as concierges at Tsutaya Bookstore cater to the interests of each individual, Sumu Ueno East aims to have the space itself comfortably support the choices of its users. Which book to open, what music to choose, which street corner to visit… These everyday choices pile up and naturally shape an experience unique to each guest.
Through its participation in the "Sumu" project, CCC will continue to work to create new experiential value at the intersection of travel, lifestyle, and culture.
<Sumu Ueno East Overview>
Facility name: Sumu Ueno East
・Location: 2-12-1 Higashiueno, Taito-ku, Tokyo
Access: 7-minute walk from Ueno Station on the JR, Ginza, and Hibiya lines / 5-minute walk from Okachimachi Station on the Hibiya line
・Opening date: Sunday, February 15, 2026
・Number of rooms: 9
・Capacity: Maximum 6 people per room
・Accommodation fee: from 60,000 yen
・Check-in/check-out: 11:00/16:00
・Official SNS: https://www.instagram.com/sumu.hotel/
[Culture Convenience Club Co., Ltd.] Press Release
