The Ascott Limited brings The Crest Collection to Japan

The Ascott Limited and Japanese real estate firm Tokyo Tatemono Co Ltd announced their 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.

A historic redevelopment

Tokyo Tatemono’s representative director Katsuhito Ozawa said of the luxury development: “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.” 

Ascott Japan country general manager Christian Baudat added: “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.”

Luxurious residences in the heart of Tokyo 

SEN/KA TOKYO by The Crest Collection is a luxurious hotel-in-residence occupying four levels 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.

Traditional inspirations 

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.