Japanese blue-chip Tokyu Corporation unveils Storyline, a next-generation hotel-condo concept, with the launch of Storyline Senagajima
Hong Kong, April 14, 2022 – Tokyu Corporation, the railway-to-retail-to-hospitality company, is one of Japan’s largest conglomerates and boasts a portfolio of highly-regarded brands such as retailer Tokyu Hands and the Niseko ski resort in Hokkaido. With their extensive experience in travel and leisure, the group has launched a forward-looking hospitality brand targeting two core groups: next-gen travellers who seek out unique experiences and memorable moments during their journeys; and the burgeoning demographic looking to invest in hotel-condominium properties.
To tie in Tokyu’s vision with contemporary trends in hospitality, Eight created Storyline, a bold new collection of hotel-condos, and articulated both a brand strategy and a design vision. Each property will be uniquely themed and anchored around an inviting communal lounge space where guests can relax, meet and swap stories. More than a hotel, Storyline will also offer condominium units for sale, inviting guests to become owners and create a more intimate connection within the community of each property.
“We are truly excited to launch the Storyline brand,” says Akinori Kanayama, Head of Tokyu Corporation’s Hospitality Department. “Eight’s hospitality experience, design expertise and deep understanding of the needs of both domestic and international travellers have enabled us to create a pioneering new brand for Japan, with a unique millennial mindset.”
With the name, Eight emphasises how each property will be part of the ‘stories’ of the overall collection’s brand narrative. It also speaks to the bespoke characteristics of each property, inviting guests to appreciate the unique theme and local offerings of each destination. To further underscore this relationship with the romance of stories, the visual identity takes inspiration from the age-old tradition of folding down the corner of your book to mark your spot in the story. These folds are subtly incorporated into the lettering that makes up the Storyline logo.
The first resort-style development of many such hotel condominiums to come, Storyline Senagajima, located on the southern Japanese island of Okinawa, will be launched for-sale in the summer of 2022. Eight also developed the overarching creative concept for Storyline Senagajima's marketing. Construction on the plane-spotter friendly ‘Aero Beach Club’ themed destination will commence this month, to be completed in January 2024.
“Working with a corporation as significant as Tokyu Corporation has been a remarkable experience for our teams on the ground in Tokyo and here in Hong Kong,” says Chris Fjelddahl, Partner at Eight. “We admire their ambition to create something novel and forward-looking. As travellers demand more than simply a place to stay, Storyline satisfies their need for experiential hospitality and offers an opportunity to become part of a storied community.”
About Tokyu Corporation
Tokyu Corporation is one of Japan’s best known and most far-reaching companies. The cornerstone of the group’s business is urban development, underpinned by transportation services. For many years, its portfolio has spanned the fields of real estate, lifestyle services, hotels and resorts, business support services and many other activities deeply embedded in the daily lives of its customers.