The hotel-in-residence is part of a major urban redevelopment project in Tokyo’s Yaesu area, near Tokyo Station.

Tokyo Tatemono Co., Ltd., Japan’s longest-standing general real estate company, and The Ascott Limited (Ascott), 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.