Index
1. Creating a Space for Play at SHIBUYA TSUTAYA
Visitors who cross the Shibuya Scramble Crossing and head up to the fifth floor of SHIBUYA TSUTAYA are greeted by an iconic wall decorated with symbols of Grass, Fire, Water, etc., that glow under soft indirect lighting. Beyond this entrance, players can be seen engaged in Pokémon Trading Card Game (TCG) battles within a chic, modern lounge.
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.
Culture Convenience Club Co.,Ltd. (CCC) operates this new TCG hub, known as the POKÉMON CARD LOUNGE.
The project began during CCC’s total renovation of SHIBUYA TSUTAYA. Based on the concept “Build Your World with What You Like,” the team planned to transform the entire building into a cultural hub. Part of this vision was the desire to create a floor dedicated to fun experiences.
A CCC representative explained the initial vision: “We knew that Pokémon resonated deeply with SHIBUYA TSUTAYA’s target demographic in their twenties and thirties. From the early planning stages several years ago, we believed an entire floor dedicated to Pokémon would be a magnetic space for our visitors.”
While CCC first considered focusing on Pokémon video games or mobile apps, they ultimately chose the Pokémon TCG to emphasize the fun of face-to-face, real word interaction.
TSUTAYA had already been maintaining a strong relationship with Pokémon, operating the highest number of Pokémon Card Gyms* among all retailers in Japan. Their active commitment to creating play spaces made them an ideal partner.
Pokémon Card Gyms are official shops that host official tournaments and events.
As one Pokémon staff member shared, ”Because they understand the appeal of the Pokémon TCG so well, we knew we could work together to unlock new value.”
2. Designing a Sophisticated, Extraordinary Lounge
While card shops that offer cards for sale and places to battle exist across Japan, CCC wanted to give players a unique reason to choose this location. The team analyzed the situation, searching for the right approach.
“Shibuya attracts people who are up to date on the latest trends and appreciate quality design,” a CCC representative noted, “We set out to cater to those tastes by creating a refined, high-quality, and extraordinary space.”
The vision resulted in an atmosphere reminiscent of an executive lounge that stands in stark contrast to the typically boisterous environments of typical card shops.
The lounge features custom-made tables and chairs designed for this space. Each table includes partitions to help players concentrate on their matches. The tables’ subdued gray color ensures the vibrant colors of the Pokémon cards remain the center of attention.
Subtle Poké Ball motifs decorate the pendant lights, which provide the ideal lighting for gameplay while maintaining a calm ambience. The high-backed chairs allow players to lean back and relax, adding the special feeling of a dedicated battle seat found nowhere else.
3. Opening Doors to All Players
The team prioritized accessibility to ensure beginners would also feel welcome to enjoy playing the Pokémon TCG. The lounge provides all necessary items for card battles through a free rental service, allowing guests to visit empty-handed. In addition to a wide variety of 60-card decks, the lounge also offers “Pokémon Trading Card Game Classic*” for guests to use.
This premium set includes decks featuring the same illustrations as the original 1996 Pokémon TCG Extension Pack, alongside specially designed cards and high-end game tools.
Next to the battle area, a self-service counter offers free drinks and snacks. One Pokémon staff member encourages a relaxed approach to the space, noting that players are welcome to simply chat and admire their collections while having a bite to eat. “We want people to discover the fun of Pokémon cards from every perspective, not just through competitive play,” the staff member added.
The lounge also offers a line of original merchandise. Following the “simple yet special” concept, each item in the collection follows a unified aesthetic.
Particularly popular among players is the “Gym Bag Sub Bag,” which is ideal for carrying two decks and a playmat. A Pokémon staff member who plays the TCG competitively collaborated with the CCC team to design the bag. They brainstormed ideas to create an appealing, all-new product.
“Hearing from players that said it was exactly the kind of bag they’d been waiting for was incredibly rewarding,” the staff member said with a smile.
4. A New Destination for Pokémon and Shibuya
Since its opening on April 25, 2024, the POKÉMON CARD LOUNGE has generated significant excitement. Its meticulous attention to detail has established it as a major destination for the Pokémon TCG community.
True to the original plan, the majority of visitors tend to be in their twenties or thirties. However, the sophisticated design concept has exceeded our highest expectations by attracting a wide range of visitors, ranging from curious beginners to longtime fans.
Looking toward the future, the team is considering plans, such as late-night events that take advantage of the 10:30 p.m. closing time and live-viewing parties for Pokémon TCG Japan Championships and World Championships.
As a landmark for everyone who loves the Pokémon TCG, this lounge will continue to be a place where new stories and friendships begin.