SHIBUYA109 Shibuya, operated by SHIBUYA109 Entertainment Co., Ltd., is rolling out a major spring renewal centered on trend sweets and women's fashion brands.
The B2F food floor "MOG MOG STAND" welcomes two new shops: Marion Crepes, a paper-wrapped crepe specialist born in Harajuku, and JOHNS ICE CREAM, a gelato shop offering customizable toppings. Additionally, a new Sweets POPUP space will feature rotating trend sweets, beginning with the gluten-free "fresh donut" shop Maison DONUT, followed by other popular sweets brands.
Women's fashion sees new additions with Belle Charme, opening its first physical store with a concept of style that keeps you true to yourself in any moment, and LILISIOUS by lilLilly, a concept shop reinterpreting girly and romantic aesthetics with more freedom and neutrality.
Beyond these new shops, B2F is expanding its eat-in space, with popular shops like Strawberry Fetish+ and PJ_C reopening with refreshed interiors. Fashion floors also see renovations, with SpRay on 4F and .KOM on 7F unveiling new looks. A total of 10 shops, including new openings, renovations, and pop-ups, will open sequentially from late February to late April.
SHIBUYA109 Shibuya continues to deliver exciting fashion and trends this spring under the theme "NEW Haru."
B2F MOG MOG STAND Undergoes Major Renovation with New Shops
The B2F food floor "MOG MOG STAND" is undergoing a significant spring transformation. In addition to Marion Crepes, the Harajuku-born paper-wrapped crepe specialist, and JOHNS ICE CREAM, where you can enjoy custom gelato with your favorite toppings, a new Sweets POPUP space will offer rotating trend sweets.
The first pop-up features Maison DONUT, known for its gluten-free "fresh donuts." Following this, a second and third wave of trend sweets shops will open sequentially.
Additionally, the entire B2F eat-in space is being expanded. Popular shops like Strawberry Fetish+ and PJ_C are reopening with fresh looks, adding vibrancy to the B2F floor.
Sweets POPUP Space Lineup
- 1st Wave: Maison DONUT
- 2nd Wave: THE CITY DONUTS AND COFFEE
- 3rd Wave: MY COOKIE STORE
Expanded Eat-in Space
The newly created eat-in space offers an environment that makes you want to take photos. The space design was based on surveys conducted with Gen Z users via SHIBUYA109's official social media channels and interviews with SHIBUYA109 lab. MATES. The bright, open space with a white color scheme creates moments perfect for snapping photos while enjoying sweets.
The new eat-in space, combined with existing seating areas, provides a more comfortable dining experience.
Novelty Gift
NEW Haru Original Drawstring Bag (Limited to Renewal Shop Locations)
Customers who shop at participating new and renewal shops will receive a spring-themed original drawstring bag (one design) featuring the "NEW Haru" logo, on a first-come, first-served basis, with no minimum purchase required.
*Novelty gifts available while supplies last.
*One bag per transaction.
Distribution Period: March 1 (Sun) to while supplies last
*For shops opening after March 1 (Sun), distribution begins from the opening date.
Participating Shops: SHIBUYA109 Shibuya participating shops only
.KOM / Belle Charme / LILISIOUS by lilLilly / SpRay / Strawberry Fetish+ / Marion Crepes / JOHNS ICE CREAM / Maison DONUT / PJ_C / SHINSEGAE HYPER GROUND
Additionally, original campaign leaflets will be distributed inside SHIBUYA109 Shibuya.
For detailed campaign information, please check the official website.
*All content is subject to change without notice.
