ASCOTT DEBUTS LUXURY BRAND ‘THE CREST COLLECTION’ IN JAPAN WITH MANAGEMENT OF TOKYO TATEMONO’S NEW LODGING PROPERTY ‘SEN/KA TOKYO BY THE CREST COLLECTION’, OPENING IN 2029 The hotel-in-residence is part of a major urban redevelopment project in Tokyo’s Yaesu area, near Tokyo Station
Tokyo / Singapore, 10 December 2024 – Tokyo Tatemono Co., Ltd., Japan’s longest-standing general real estate company, and The Ascott Limited (Ascott), the lodging business unit wholly owned by CapitaLand Investment (CLI), are pleased to announce a strategic partnership to launch SEN/KA TOKYO by The Crest Collection in Tokyo, Japan. Slated to open in the second half of 2029 in the Yaesu district near Tokyo Station, the lodging property will mark the debut of Ascott’s luxury brand The Crest Collection in Japan and become the 13th property in the brand’s global portfolio. This partnership also marks the first collaboration between Tokyo Tatemono and Ascott.
SEN/KA TOKYO by The Crest Collection is a luxurious hotel-in-residence occupying four levels (6th to 9th) of the Yaesu 1-Chome North District Type 1 Urban Redevelopment Project spearheaded by Tokyo Tatemono, a member of the redevelopment association. The property will feature 92 guestrooms, ideally suited for both short visits and extended stays, exemplifying the unique advantages of Ascott’s flex-hybrid operating model. With a grand atrium and a lounge offering sweeping views of the Nihonbashi River, the property is primed to provide guests with a unique opportunity to savour special moments in the heart of Tokyo.
Embodying The Crest Collection’s brand ethos of celebrating heritage through storied stays, SEN/KA TOKYO by The Crest Collection takes its name from the concept of a kimono shop in the Edo period. “SEN” symbolises Dyeing, Fibre and Selection, while “KA” means House in Chinese characters. This name pays tribute to the property's location, historically known as Gofuku-cho (Kimono Fabric Town), which flourished as the home of the shogunate during the Edo period. With a design that weaves together tales of yore and reflects the rich local culture, guests can expect to be transported back in time for a one-of-a-kind stay experience, all while enjoying the prestige and comfort of Ascott’s hotel-in-residence concept.
Katsuhito Ozawa, Representative Director / Senior Managing Executive Officer of Tokyo Tatemono Co., Ltd., said: “Tokyo Tatemono considers this redevelopment project to be of utmost importance, as the Yaesu area, where the project is located, is the founding site of our company. Additionally, we anticipate a synergistic effect from the multiple redevelopment projects we are currently undertaking in the surrounding area. We are extremely honoured to have the opportunity to introduce The Crest Collection, a luxury brand by Ascott, with the opening of the brand’s first property in Japan.”
“SEN/KA TOKYO by The Crest Collection will incorporate elements of kimono culture, tradition and craftsmanship into the property’s design and stay experience. During the planning phase, we discovered that there are challenges in passing down these traditions, particularly due to a shortage of craftsmen skilled in the traditional techniques of kimono fabric production. Despite these challenges, we are committed to preserving the rich history of this land and ensuring its continuation through our business activities.”
“As part of our hospitality business, we have plans to open additional properties across various brands that have not yet entered Japan. This project serves as one of the key examples of our commitment. We will continue to leverage our expertise as a comprehensive real estate developer to launch a diverse range of hotel developments,” he added.
Christian Baudat, Country General Manager, Ascott Japan, said: “We are delighted to introduce The Crest Collection brand to the Japanese market through our first joint project with Tokyo Tatemono. . Located in the Yaesu area near Tokyo Station at the heart of Tokyo, a destination that has increasingly gained global attention, this marks an exciting milestone for Ascott’s asset-light expansion in Japan. The Crest Collection offers guests from around the world a captivating stay experience that blends heritage with curated hospitality. SEN/KA TOKYO by The Crest Collection is ideally positioned to immerse guests in the rich history of the locale and the essence of Japanese culture, while also offering the flexibility of stay options that Ascott’s properties are known for.”
“With short stays becoming longer and long stays becoming shorter, travellers now demand a wider variety of accommodation options and value flexibility more than ever. SEN/KA TOKYO by The Crest Collection will be Ascott’s third hotel-in-residence concept near the Tokyo Station, joining Ascott Marunouchi Tokyo and Oakwood Premier Tokyo. This addition will further enhance Ascott’s ability to cater to both domestic and international travellers seeking authentic, memorable experiences, providing them with a wide range of options and diverse opportunities to enrich their travels,” he added.
A Story Behind Every Door
There’s a story behind every door at The Crest Collection – a portfolio of captivating and bespoke hotels and serviced residences that integrates heritage stories with curated hospitality experiences. Each property has its own distinctive personality, character and story, with some housed in buildings or neighbourhoods of historical significance. Guest experiences are curated to reflect the spirit of the locale, where guests can feel transported back in time and bask in the grandeur of a golden era at every destination.
SEN/KA TOKYO by The Crest Collection will unfold its own narrative, drawing inspiration from the small town of Gofuku-cho, located near Edo Castle. Once home to prestigious kimono fabric shops patronised by the shogunate and the Imperial Household, the town celebrated craftsmanship, delicate artistry and exquisite details, qualities that will be embodied by the upcoming property.
Background About The Crest Collection
The Crest Collection is a luxury and heritage-focused brand within Ascott’s global portfolio of 14 brands. Launched in 2019, the brand currently includes seven operational properties across France, Indonesia, Malaysia and Singapore, with six more in development including SEN/KA TOKYO by The Crest Collection. These properties are located in historically significant areas. For example, La Clef Champs-Élysées Paris by The Crest Collection is housed in a 19th-century building near the world-famous thoroughfare Avenue des Champs-Élysées, while The Grand Mansion Menteng by The Crest Collection is located in Menteng, the historical heart of Jakarta during the colonial era.
Property Overview
| Name of property | SEN/KA TOKYO by The Crest Collection |
|---|---|
| Location | 1, 1-chome, Yaesu, Chuo-ku, Tokyo, Japan |
| Total floor space | Approximately 7,100 m2 |
| Scheduled opening | Second half of 2029 |
| Number of rooms | 92 rooms |
| Construction | Taisei Corporation |
Property Location
About Tokyo Tatemono Co., Ltd.
(https://tatemono.com/english/)
Established in 1896 by Zenjiro Yasuda, the founder of the former Yasuda financial conglomerate, Tokyo Tatemono Co. Ltd. (Tokyo Tatemono) has the longest history of business achievement in Japan as a comprehensive real estate company. Tokyo Tatemono has a diverse engage in the real estate related business, such as urban development and development/management of commercial properties contributing to the sustainable future of city, development, sales and leasing condominiums for individuals supporting affluent and dream-filled living, development of logistics properties, development and management of parking lots, leisure business, real estate solution services, and so on.
About The Ascott Limited
Since pioneering Asia Pacific’s first international-class serviced residence with the opening of The Ascott Singapore in 1984, Ascott has grown to be a trusted hospitality company with over 960 properties globally. Headquartered in Singapore, Ascott’s presence extends across about 230 cities in over 40 countries in Asia Pacific, Central Asia, Europe, the Middle East, Africa, and the USA.
Ascott’s diversified accommodation offerings span serviced residences, coliving properties, hotels and independent senior living apartments, as well as student accommodation and rental housing. Its award-winning hospitality brands include Ascott, Citadines, lyf, Oakwood, Somerset, The Crest Collection, The Unlimited Collection, Fox, Harris, POP!, Preference, Quest, Vertu and Yello. Through Ascott Star Rewards (ASR), Ascott’s loyalty programme, members enjoy exclusive privileges and offers at participating properties.
A wholly owned business unit of CapitaLand Investment Limited, Ascott is a leading vertically-integrated lodging operator. Harnessing its extensive network of third-party owners and in-market expertise, Ascott grows fee-related earnings through its hospitality management and investment management capabilities. Ascott also expands its funds under management by growing its sponsored CapitaLand Ascott Trust and private funds.
This year, Ascott marks 40 years in hospitality service with the launch of Ascott Unlimited, a full year campaign that will offer Unlimited Opportunities, Unlimited Choices, Unlimited Freedom, and Unlimited Good. Navigating a future of unlimited possibilities against a backdrop of global change and evolving perspectives of travel, Ascott Unlimited marks Ascott’s ambitions to break new ground, and springboard to its next chapter of growth as a global hospitality company. Find out more about Ascott Unlimited at www.discoverasr.com/ascottunlimited.
For more information on Ascott and its sustainability programme, please visit www.discoverasr.com/the-ascott-limited. Alternatively, connect with us on Facebook, Instagram, TikTok and LinkedIn.
About CapitaLand Investment Limited
(www.capitalandinvest.com)
Headquartered and listed in Singapore, CapitaLand Investment Limited (CLI) is a leading global real asset manager with a strong Asia foothold. As at 30 September 2024, CLI had S$134 billion of assets under management, as well as S$102 billion of funds under management held via six listed real estate investment trusts and business trusts and a suite of private real asset vehicles that invest in thematic and tactical strategies. Its diversified real estate asset classes include retail, office, lodging, industrial, logistics, business parks, wellness, self-storage, data centres, private credit and special opportunities.
CLI aims to scale its fund management, lodging management and commercial management businesses globally and maintain effective capital management. As the investment management arm of CapitaLand Group, CLI has access to the development capabilities of and pipeline investment opportunities from CapitaLand’s development arm.
As a responsible company, CLI places sustainability at the core of what it does and has committed to achieve Net Zero carbon emissions for Scope 1 and 2 by 2050. CLI contributes to the environmental and social well-being of the communities where it operates, as it delivers long-term economic value to its stakeholders.
