Shibuya 109: The Iconic Fashion Building of Shibuya
Shibuya, a district that attracts global attention as the epicenter of Japanese youth culture, is renowned for its fashion and trendsetting. A glance across the streets reveals fashion buildings at the forefront of trends.
The symbolic "Scramble Crossing" in Shibuya is the busiest intersection in the area. With over 1,000 people crossing in all directions at once, it's dubbed "the world's most famous intersection" and, along with the "Hachiko Statue" in front of the station, forms Shibuya's two major tourist attractions. Even for me, coming from a rural area, it symbolizes the big city, and I was amazed when I first visited.
In recent years, Shibuya has undergone extensive redevelopment, with new spots emerging continuously. Shibuya is a constantly evolving, cutting-edge district. It also has many museums, galleries, and live music venues, showcasing its artistic and musical side. Recently, it has gained popularity as an anime setting as well.
In this article, we'll focus on the eye-catching building with "109" written on it, known as Shibuya 109.
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Shibuya's Fashion Scene
Shibuya continues to set fashion trends representing Japanese culture. This is rooted in its growth as a modern city and commercial development since the opening of Shibuya Station in 1885. The Tokyu Department Store, which opened in 1934, laid the foundation for fashion culture. During the post-war economic boom, new commercial facilities like Marui Shibuya, Seibu Department Store, and Shibuya PARCO emerged, driving the fashion industry. Notably, Shibuya PARCO became a catalyst for attracting young people.
A significant development was the birth of Shibuya 109, now a landmark of Shibuya.
Shibuya has a unique characteristic of young people creating their own culture. In the late 1980s, "Shibu-kaji" (Shibuya Casual) street fashion became popular, and in the mid-1990s, "Gyaru culture" (Outgoing Flashy Girl's Culture) boomed, gaining international attention.
Shibuya 109, which became the epicenter of Gyaru fashion, also gained fame for its "charisma shop assistants" (female boutique staff highly trusted and supported by customers), making it a bustling hub during Shibuya's golden era.
Since then, Shibuya 109 has continued to create new trends one after another.
What is Shibuya 109?
"Shibuya 109" is a fashion building located right in front of the Scramble Crossing. It's widely known globally, with many domestic and international celebrities visiting.
Since its opening in 1979, Shibuya 109 has been a popular spot attracting many young people as a trendsetting hub and has become a symbol of Shibuya. The building, with two basement floors and eight floors above ground, houses about 120 shops, mainly fashion-related, along with some restaurants. Its cylindrical elevator tower, taking advantage of the angular location, and the advertisements on the exterior walls are distinctive features.
Initially targeting women in their late 20s to 30s, Shibuya 109 shifted its focus to Shibuya's young crowd. In 1995, it narrowed its target to high school girls and underwent a six-year renovation, floor by floor. This transformation made Shibuya 109 the "Gyaru Mecca," exerting enormous influence on young people.
Even now, most of the stores in Shibuya 109 cater to women aged 15 to 24.
What's inside Shibuya 109?
Women's Fashion
Most of the approximately 120 shops in Shibuya 109 are women's fashion stores. They offer a wide range of products, including clothing, shoes, and accessories. While Gyaru-style brands were prominent in the past, the current lineup has drastically changed. You can find a variety of fashion styles, from student-oriented to casual and sexy. The diversity of genres within the same building is one reason for its popularity.
The target demographic remains young people aged 15 to 24. "SHIBUYA109 Lab.," an in-house marketing agency, constantly ensures that the tenants are attractive to the target generation.
If you're with a group of women aged 15-24, it's recommended to drop by Shibuya 109.
Cosmetics and Accessory Shops
Shibuya 109 isn't just about clothes; it also boasts a rich selection of cosmetics and accessory shops.
The first floor features self-service cosmetics stores that are popular among young people. You can find not only popular department store cosmetics and Korean cosmetics but also carefully selected brands based on research targeting young cosmetics enthusiasts. The range is impressively wide, from luxury to casual brands. Shoppers can freely enjoy shopping across brands according to their preferred style.
The second basement floor houses a shop themed around "plastic surgery-grade cosmetics" to achieve ideal makeup looks. It offers a wide range of Korean cosmetics and accessories that are not yet well-known or available in Japan.
Cafes and Restaurants
Shibuya 109 also houses many dining options. There are two cafes on the upper floors where you can relax and have a proper meal or take a break during your shopping spree.
The second basement floor features a food area called "MOG MOG STAND," which was created as a space for "food walking" (eating while walking). This area was renovated to create new culture through special experiences beyond just fashion. It offers a lineup of unique foods, including Instagram-worthy cute and delicious sweets like macarons and strawberry candy, as well as a vending machine for canned namakuri (raw chestnuts).
There's also a stylish space where you can eat, drink, and take photos of the sweets and drinks purchased on the floor. Additionally, each store has photo spots, making it enjoyable for taking pictures.
How to Enjoy Shibuya 109
Fun Just to Look Around!
The interior of Shibuya 109 is very lively, and it's enjoyable just to see the latest trend items on display. It's recommended to visit and stroll around inside. Since Shibuya has many tourist attractions, it's also nice to drop in for a break.
The "Limited POP UP BRIDGE." a pop-up space that opened on the first floor this year features a succession of notable fashion-focused brands. Various events are also held in the "Entertainment Pop-up Space DISP!!" on the first basement floor and the eighth floor. If you're planning to visit, check these out in advance.
You might also want to try the "purikura" (Print Club: a machine that processes instant photos taken in a booth into stickers) experience in the cute store on the 7th floor, which has the concept of being "the world's cutest pri store."
Try Collaboration Foods Only Available Here!
source：Official website
On the second basement floor, Imada Kitchen regularly hosts projects collaborating with food manufacturers, popular celebrities, and anime works.
Imada Kitchen operates under the concept of "Developing original Shibuya-born foods that are 'not yet' in the world!" It offers limited-time collaboration foods that are only available now and only here. With many unique foods that can't be found elsewhere, you can fully enjoy Japanese entertainment culture.
As someone who loves cute sweets and limited-time items, I always find intriguing options here.
Also on the second basement floor, "SHIBUYA BOX CAFE & SPACE" is a cafe that runs various collaborations and events with anime, characters, and artists. Many young people visit for "oshi activities" to support their favorite characters.
Access to Shibuya 109
・Address: 2-29-1 Dogenzaka, Shibuya-ku, Tokyo 150-0043
・3 minutes walk from JR Shibuya Station Hachiko Exit
Basic Information about Shibuya 109
・Opening Hours
・Shopping: 10:00 - 21:00
・Cafes and Restaurants: 11:00 - 22:00
・Closed: Only on January 1st
・Phone number: 03-3477-5111
・Official website URL: https://www.shibuya109.jp/
・Instagram: https://www.instagram.com/109_shibuya/
Nearby Commercial Facilities
MAGNET by SHIBUYA 109
source：TripAdvisor
In 2018, the building previously known as "109MEN'S," which was famous as a men's fashion building, was renamed "MAGNET by SHIBUYA 109." Moving away from its traditional focus on men's fashion, it was renovated into a facility where visitors can experience music and art, aiming to revive Shibuya culture.
The 7th floor was transformed into a new food spot called "MAG7," featuring a dining area with high entertainment value incorporating music and art. The rooftop was opened as "MAG's PARK," featuring an observatory overlooking the Shibuya Scramble Crossing. It's one of the few spots where you can look down on the world-famous Scramble Crossing!
Other floors have also expanded beyond men's fashion to include a wide variety of genres. Many art pieces are displayed throughout the building, and the giant mural utilizing the staircase landing is a must-see.
Shibuya PARCO
source：Official website
"Shibuya PARCO" is one of the symbolic commercial facilities that have driven Shibuya's development alongside Shibuya 109. The opening of Shibuya PARCO in 1973 is said to have triggered Shibuya's evolution into a "youth town." Street names now familiar to people, such as "Koen Dori" (Park Street), "Spain Zaka" (Spain Slope), and "Organ Zaka" (Organ Slope), were initially part of Shibuya PARCO's town planning strategy.
After temporarily closing for reconstruction in 2016, it reopened in November 2019. Among the areas in Shibuya strongly associated with the "youth town" image, Shibuya PARCO stands out as a commercial facility "without a specific target." As a next-generation commercial facility, it embraces the concepts of "non-age," "genderless," and "cosmopolitan."
One of its unique features is the abundance of high-end and designer brand tenants, which is unusual for a fashion building.
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