CCC Participates in Opening of Experimental Apartment Hotel "Sumu Ueno East" in Higashi-Ueno, Tokyo
2026.02.02
Press Releases
Culture Convenience Club Co., Ltd.
-CCC directs the stay experience through cultural editing-
Culture Convenience Club Co., Ltd. (Head office: Yokohama, Kanagawa Prefecture; President and CEO: Yasunori Takahashi; 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 BOOKS concierges, will open in Higashi-Ueno, Tokyo on Sunday, February 15, 2026. The hotel aims to create a space that transforms 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."In this project, CCC utilized the knowledge cultivated by TSUTAYA BOOKS's concierges to compile culture such as books, music, and Japanese culture, and created a space that would enhance the quality of the time spent "staying like a resident."
CCC has previously produced a variety of spaces, including TSUTAYA BOOKS, 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.
*Official reservation site: https://service.sumu-hotel.com/ja/ueno-east/
■ 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 BOOKS's literary concierge. The space is stocked with books selected on the theme of Japanese culture, drinks and snacks that you can casually stop by for, and magazines and photo books that you can pick up during your stay. This is not just a shared lounge, but serves as an "entrance" where travelers can rediscover the city. Guests can enjoy coffee and snacks at their leisure, read a book, listen to music, or plan their next outing.
■ Culture Floor "Music" "Japan" | Guest rooms where you can experience Japanese life through your senses
Of the nine rooms, CCC has curated two as "Culture" type rooms. Both rooms aim to be a cultural experience that is naturally immersed in by staying there, rather than a "culture that is explained to you."
(1) "Music"
The "Music Room" is a concept room themed around living with analog records, where you can experience Japanese music culture as an extension of your everyday life. The room is equipped with a record player and a selection of carefully selected records, including city pop and classic Japanese music. It is designed not to be a "device for listening to music," but to exist naturally as a part of everyday life. In addition to the enriching experience of 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"
The Japan Room is themed around "living with the beauty of Japanese life," and TSUTAYA BOOKS's travel concierge, who has traveled the world, has selected folk art, crafts, and household items from all over Japan 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 experience Japanese aesthetics and lifestyles through diverse cultures spanning from the Showa to Reiwa eras, and everyday items that breathe the texture of materials and handiwork. You can experience authentic Japanese culture, compiled from the perspective of locals, while traveling.
"Sumu Ueno East" is an experimental facility created through co-creation with partner companies with diverse expertise. Up until now, CCC has not been about "providing the right answer," but has instead focused on creating an environment where consumers can make choices that suit them. Just as concierges at TSUTAYA BOOKS cater to the interests of each individual, Sumu Ueno East aims to have the space itself be a presence that comfortably supports users in making their choices. Which book to open, what music to choose, which street corner to visit. These daily choices pile up and naturally create an experience that is 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
*You can also make a reservation through Airbnb.
(https://www.airbnb.jp/users/profile/1593224177761724084)
・Check-in/check-out: 4:00 PM/11:00 AM
・Official SNS:https://www.instagram.com/sumu.hotel/
■ Materials related to this matter
CCC Participates in Opening of Experimental Apartment Hotel "Sumu Ueno East" in Higashi-Ueno, Tokyo
■ Inquiries regarding this matter
Culture Convenience Club Co., Ltd.
Public Relations Department
TEL: 045-522-8154／MAIL: inquiry@ccc.co.jp