Shibuya’s 109 Men's, the male fashion complex branch of the iconic 109, is getting a complete makeover just in time for its 32nd birthday next year. The commercial complex will not only get a new name — "Magnet by Shibuya 109" — but become equipped with a modern-style brand new restaurant floor bringing unique casual diners from overseas and Japan, seven floors of men’s and women’s fashion, and a new hipster rooftop overseeing the iconic scramble crossing.
The full renovation is expected to take place in spring 2019, but the rooftop, the dining floor and several new fashion and variety stores on the first and third floors of the complex will open to the public on Saturday. The day of the partial renewal opening, as it turns out, is also significant, as April 28 is supposedly “Shibuya Day” according to a numerical play on words in Japanese (shi for 4, bu for 2, and ya for 8).
The renovation is one in a series of recent endeavors by public and private organizations to refurbish old shopping complexes, introduce street art and entertainment, and reinforce the somewhat aging culture of Shibuya. The concept of the rebranding is “Shibuya Stimulus, A Rehabilitation of Shibuya Culture” (Shibuya no Shigeki, Shibuya Karucha no Fukken) and is set to target people in their 20s, operating company Shibuya 109 Entertainment announced in a press release.
The new food floor, called Mag7, will occupy the 7th floor of the complex, which was previously the home of multiple male fashion stores. It brings together casual diners from Shibuya and around the world, such as Fatburger, the popular burger chain from LA, Onigiri Bar, the pancake-popular Shibuya Parlor, the dumplings specialized store, The Gyorubi, Gochisosoba Sora, a soba noodle restaurant, and Ranman Shokudo, a restaurant specializing in chicken dishes. Fatburger’s Magnet by 109 store is the first opening of the brand in Japan and will be serving its signature triple burger, a massive piece of three 115g patties.
Perhaps the most exciting new feature of the complex, especially for tourists, is the renovated rooftop, now called Mag’s Park, an open-air space which oversees the iconic Shibuya scramble crossing. It will be equipped with a special photo booth and observatory, called "Crossing View." It costs ¥500 to get to the observatory, but it will give visitors an undisturbed overview of the scramble and a few great photo ops. The rooftop will also serve as an event space and will display works of various young artists from Japan.
Also opening on Saturday is a large-scale gift shop, Shibutanien, on the first floor of the complex, which will sell Shibuya original goods, sweets and souvenirs. Equipped with a cafe and an interior inspired by a Japanese traditional garden, the store aims at introducing various culturally important goods in-line with the complex’s motto to restore the local tradition.
If you’re looking for a new hot spot to dine, shop and take some new photos, magnetize yourself to Shibuya this weekend — it may be crowded, but you’ll be one of the first to witness the rebirth of an iconic spot!
Address: 1-23-10 Jinnan, Shibuya-ku, Tokyo
Business hours: 10 a.m. to 9 p.m. Observatory: 10 a.m.-11 p.m. (Last entry 10:30 p.m.)
For more information, see official site here: www.shibuya109.jp/109MENS/© Japan Today