Immediately across from Tokyo’s bustling Shibuya Station, clearly in view on the opposite side of the world-famous “Scramble Crossing,” is the SHIBUYA TSUTAYA building. A short hop up to the 5th floor, and the visitor is greeted by an iconic wall decorated with familiar Pokémon Basic Energy symbols – Grass, Fire, Water, etc. – seemingly afloat on a background of soft indirect lighting. This is the entrance to the “POKÉMON CARD LOUNGE,” a chic new lounge space where visitors can engage in exciting Pokémon Trading Card Game (TCG) battles to their heart’s content.
The POKÉMON CARD LOUNGE is operated by Culture Convenience Club Co., Ltd. (CCC). It was created in conjunction with CCC’s total renovation of SHIBUYA TSUTAYA under the concept “Build Your World with What You Like.” In revamping SHIBUYA TSUTAYA as a hub offering diverse cultural pursuits, CCC was eager to create a floor where visitors could have a variety of fun experiences.
In planning SHIBUYA TSUTAYA’s complete renewal, CCC from the outset embraced the idea that creating an entire floor dedicated to Pokémon would be heartily welcomed. This was because SHIBUYA TSUTAYA’s target users are young men and women in their twenties and thirties – the very generation who developed a deep love of everything Pokémon as they grew up. CCC at first considered dedicating the floor to selling Pokémon video games, app games and other merchandise. But ultimately, the decision was taken to focus on TCG, out of a desire to offer visitors real experience in engaging in Pokémon battles right in the heart of Shibuya.
When CCC took its idea to Pokémon for consideration, the response was positive. TSUTAYA had been undertaking activities relating to TCG for many years and was supremely familiar with what makes TCG so appealing to fans. TSUTAYA hadn’t just been selling Pokémon cards; it had also operated Pokémon Card Gyms* within many of its shops all around Japan. In fact, TSUTAYA ranked No.1 among all businesses having Pokémon Card Gyms. Pokémon felt confident that supporting CCC’s wish to create a real game space for playing TCG would surely generate new value.
* Pokémon Card Gyms are official shops where official Pokémon tournaments and events are held.
Shops selling Pokémon Trading Cards are found all around Japan, and at many of them visitors can directly engage in gameplay. For CCC, the question was how to induce TCG players to choose to come to the POKÉMON CARD LOUNGE in Shibuya. After considering the issue at length, CCC, taking note of how so many people who come to Shibuya are keen on design and quick to pick up on new trends, decided to create a place that would be totally satisfying even to such vogue-conscious young people. In the end, CCC set its target on creating a refined, sophisticated space altogether out of the ordinary. The result is a space in the image of an executive lounge, a quiet spot completely unlike the hectic spaces where TCG gameplay typically takes place.
The tables and chairs in the POKÉMON CARD LOUNGE’s battle area were specially designed and made to order. Partitions have been installed between tables to enable complete concentration in the battle underway. The tables’ subdued gray color makes the brilliant hues of the Pokémon cards stand out all the more. The pendant lights, on close inspection, reveal Poké Ball designs. The level of lighting is ideal for gameplay, and adds greatly to the lounge’s overall subdued ambience. Chairbacks are designed for extra height to enable players to lean back and relax. They provide a special sitting experience perfect for doing battle.
The lounge offers seating for 82, including a Private Room. A fee is charged to enter the lounge area.
Special measures were taken to make players of all levels feel welcome, even novices. All items needed for engaging in battle can be borrowed free of charge, so visitors can come emptyhanded and still take part in the fun at any time.
Besides 60-card battle decks provided in an array of variations, visitors can also borrow Pokémon Trading Card Game Classic. This “classic” product consists of a unique deck incorporating cards with the same illustrations as the Pokémon TCG Extension Pack introduced in 1996 as well as new specially designed cards, plus a set of attractively designed tools. A chance to play Pokémon Trading Card Game Classic is sure to be a special treat for all Pokémon fans.
Pokémon Trading Card Game Classic was jointly developed by the design office nendo inc., Creatures Inc., and The Pokémon Company.
Adjoining the battle tables area is a self-service counter offering free drinks and snacks. Between battles, players are welcome to relax with a bite to eat, chat among themselves, or simply enjoy looking over the cards they have collected. This leisurely approach is taken to allow visitors not only to have fun doing battle but also enjoy Pokémon cards in every way possible.
A line of original merch has also been developed for the POKÉMON CARD LOUNGE. A unified design concept is adopted to create goods that are “simple but special.” Particularly popular among players is the new Gym Bag “Sub Bag,” which is ideal for carrying two decks and a playmat. It resulted from ideas forwarded by a staff member from Pokémon who himself is an avid TCG player and his counterpart at CCC. Together they wanted to create an all-new product that would especially appeal to players. And their efforts have been happily rewarded by the comments received from players that “this is exactly the kind of bag I wanted!”
The POKÉMON CARD LOUNGE’s merch features Pokémon Energy symbols (Grass, Fire, Water, etc.). Entry to the shop area is free.
Since its opening on April 25, 2024, the POKÉMON CARD LOUNGE, meticulously developed and designed down to the finest detail, has attracted enthusiastic attention as a new venue for playing Pokémon TCG. As intended during the planning stage, visitors tend to be in their twenties or thirties. And thanks to the lounge’s departure from the usual concept of a Pokémon card shop, visitors have included an unusually large number of females. Already the POKÉMON CARD LOUNGE has exceeded our highest expectations, attracting a wide range of visitors from novices to hardcore fans.
Looking toward the future, plans are now being considered to expand the POKÉMON CARD LOUNGE’s roles in various ways. For example, taking advantage of its late closing hour (10:30p.m.), evening events can be planned. We are also mulling the possibility of using the lounge as a perfect venue for live viewing of Pokémon TCG Japan Championships and World Championships. In these and other ways, an unlimited playbook of exciting new stories is waiting to unfold at the POKÉMON CARD LOUNGE – a special place where every visitor has the potential to play a leading role.
