The Coolest Hangs for Creative Types in Shibuya, With an In-the-Know Local

FOR A CITY BRIMMING with artisan eateries and über-hip clothing shops, Tokyo had comparatively slim pickings for true-blue boutique accommodations up until 2017. That’s when Trunk (Hotel) (room rates from US$341) opened on Shibuya’s Cat Street, bringing a buzzing lounge-coworking-space-meets-minimalist-industrial-stay to eager locals and travelers. 

“We launched Trunk at a time when there were very few high-end boutique hotels in Japan, let alone in Tokyo,” says founder Yoshitaka Nojiri. “Our subsequent success has led to an increase in the number of boutique hotels, and we believe that this is a good thing for the industry.” The hotelier currently has three properties in Tokyo and two other hotels in the pipeline, including one in Sapporo in Hokkaido, to open in 2027.  

Trunk isn’t only about style, though it definitely has that in spades. In fact, its central concept revolves around “socializing”—by which it means giving back to society in a creative way. From the pared-back furniture to the contents of the mini-bar to the in-room pajamas, many aspects of the Trunk brand are crafted with social contribution in mind. We speak to Nojiri-san about growing Trunk’s footprint and what he loves about Shibuya. 

T+L SEA: From the new Trunk (Hotel) Yoyogi Park to the one-room Trunk (House) in Kagurazaka, what ties all the Trunk properties together?  

Yoshitaka Nojiri: Trunk aims to provide a truly unique experience. With each property, we collaborate with different designers, create a new staff uniform and tailor the products and amenities, too. At Trunk (Hotel) Yoyogi Park, you can find Imabari towels and TrueCotton pool bags made exclusively for us, as well as chestnut-wood outdoor chairs custom-designed by Keiji Ashizawa. We believe that it is such attention to detail that creates Trunk’s identity and forms the foundation for the creation of innovative hotels.  

T+L SEA: You recently announced your expansion to Sapporo. What can we expect in your first opening outside Tokyo?  

Yoshitaka Nojiri: The opening is scheduled in 2027 so things are still tentative, but we are planning it around the concept of “Urban Utopia.” We were able to secure a great location in the center of Sapporo City, and we want to make it a hotel that will feel like a utopia for Trunk fans. 

T+L SEA: Socializing is a big part of the Trunk ethos. Can you share more about your current initiatives? 

Yoshitaka Nojiri: The idea of “socializing” was originally introduced as part of Trunk (Hotel) Cat Street, but it is now being implemented throughout the entire company and across all properties.  

There are many examples of this at the new Trunk (Hotel) Yoyogi Park, such as the inclusion of environmentally friendly products and services (for instance, scrap tiles from the construction were recycled and refired as in-room tumblers and trays). We also have collaborations with welfare facilities and partnerships with the local community, and a simple example is that coffee grounds left over at the hotel are returned to cooperating farms to be used as compost.  

Since 2017, we’ve had a Trunk donation initiative and this year we’re donating proceeds to the Noto earthquake relief fund. This is in addition to our usual charitable contributions wherein a portion of the hotel’s total sales are given to social activists and organizations that our employees choose to support each year. 

T+L SEA: You’ve called yourself a “Shibuya boy” in many of your other interviews. What is this district’s biggest appeal?  

Yoshitaka Nojiri: Shibuya is very chaotic, but I love that there are subtle differences in each area. The atmosphere of Jingumae, where Trunk (Hotel) Cat Street is located, is completely different to that of Tomigaya, where we opened Trunk (Hotel) Yoyogi Park. I think the charm of Shibuya is that it is, and has always been, a district with a chaotic feel. This is something you can sense from the Shibuya Scramble Square in front of the station to the alleyways lined with old establishments. 

T+L SEA: Is there an area in Shibuya to which you have the most attachment? 

Yoshitaka Nojiri: Having grown up in Shibuya, I have a deep attachment to the Dogenzaka area. We’ve announced we will be opening a Trunk property there soon, marking our third hotel in Shibuya. During my student days, Dogenzaka was the place where hipsters gathered, and I still have many fond memories of that time. 

A CREATIVE GUIDE TO SHIBUYA, WITH YOSHITAKA NOJIRI 

5 Trunk-Approved Spots in Oku-Shibuya 

Oku-Shibuya, or “Okushibu” for short, is the nickname for the quieter inner Shibuya, characterized by a mix of old-school shopping streets, tranquil residences, and lovely hidden restaurants. Specifically, it refers to the areas of Kamiyama-cho, Udagawa-cho and Tomigaya—the latter is home to the new Trunk(Hotel) Yoyogi Park.  

Here are five spots from Trunk’s curated neighborhood guide that immerse you in the cool creative vibes of this district-within-a-district: 

1. Cafe Rostro 

In the mood for coffee but not sure what to get? Then this specialty coffee shop with no menu is your best bet. At Cafe Rostro, coffee artisans customize a special cup of coffee just for you. You choose the beans and an extraction method and leave the rest to the talented baristas in-store.  

IG: @cafe_rostro
rostro.jp

2. Lost and Found Tokyo Store  

There’s something deeply satisfying about browsing general stores, especially one as stylish as Lost and Found. The store serves as a showroom for dinnerware brand Nikko—known for high-quality tableware, the likes of which grace swanky hotels—and also stocks up to 800 types of items imported from around the world, from glasses to brushes, all with a minimalist slant. 

IG: @lost.and.found_store
lost-found-store.jp

3. Sumibiyaki Fuku 

This lovely neighborhood restaurant specializes in yakitori (chicken skewers), grilling it to succulent perfection over charcoal. They offer an à-la-carte menu featuring favorites like negima (grilled chicken with green onion) and tsukune (chicken meatballs), and more unusual finds like homemade grilled cheese served with crackers. The restaurant also has a great selection of wine.

sumibikushiyakifuku.com/

4. The Bellwood 

This retro-modern cocktail bar is led by the lauded Atsushi Suzuki, a legendary bartender who returned to Tokyo in 2017 to open his own spot. Styled after a Tokyo kissaten (traditional coffee shop) in the early 20th century, the bar gets plenty of points when it comes to ambience and delivers on the food-and-drink front, too. Come for a steamy late-night bowl of ramen or book the reservation-only four-seat Bellsushi inside.  

IG: @the_bellwood 

5. Aelu 

This gallery-boutique is a fantastic destination for lovers of craft. Focusing on Japanese and international makers working in ceramics, wood and glass, it features a range of works, from conceptual art pieces to functional items for everyday use. Aelu also holds special exhibitions monthly.  

IG: @aelu_tokyo
www.aelu.jp

BOOK YOUR STAY AT TRUNK (HOTEL) YOYOGI PARK VIA BOOKING.COM

BOOK YOUR STAY AT TRUNK (HOTEL) CAT STREET VIA BOOKING.COM

Lede and hero image courtesy of TRUNK/photo by Tomooki Kengaku.

Written By