100 Years of Matsuya Ginza
Ginza 3-Chome Centennial Chronicle
Episode 11

Thanks to your continued support, Matsuya Ginza celebrates its 100th anniversary in 2025.
In this special series, we revisit the unique stories and moments that have unfolded in Ginza 3-Chome, as we explore the spirit and identity of Matsuya Ginza.

The Matsuya of Design

Matsuya Ginza has long been known as “The Matsuya of Design.” Photo ① is an advertisement from around 1986, proudly proclaiming: “This is the Matsuya of Design.” The visuals feature two iconic items from the 7th-floor Design Collection: on the right, the bestselling Alessi espresso machine of the time, and on the left, the timeless G-type soy sauce dispenser designed by Masahiro Mori.

By showcasing excellently designed products available at the store, the ad reflects the refined taste and design sensibility of Matsuya Ginza itself. This type of product advertisement also functioned as image branding—an excellent example of the “Ginza Monogatari” concept previously introduced, where the product tells the story. A counterpart ad stating “This is Matsuya’s Design” (Photo ②) was also created. Through this series of ads, the relationship between Matsuya and design was clearly communicated.

The history of design at Matsuya Ginza dates back to 1955, two years after the store reopened following World War II. That spring, a small design section was created in a corner of the 7th floor living goods department. In November of the same year, it was renamed the “Good Design Corner” and the area was expanded. This section became a forerunner of today’s design select shops. The items sold there were curated by members of the Japan Design Committee, established in 1953. The committee consisted of leading figures in the fields of architecture, graphic design, product design, lighting, furniture, textiles, and more. Only the items selected in their review meetings were displayed and sold. In 1979, the section was renamed the “Design Collection,” a name it still holds to this day.

Since 1964, the Design Gallery has also been a long-standing feature. Located adjacent to the Design Collection sales floor, it combines both exhibition and retail functions, showcasing outstanding design from Japan and abroad. It has become a symbolic area that embodies the essence of “Design at Matsuya.” For over 70 years, Matsuya Ginza has continued its mission of introducing high-quality design in collaboration with the Japan Design Committee. Matsuya Ginza also shares a deep connection with Scandinavian design dating back to the 1960s. At the time, when Scandinavian design was gaining worldwide popularity, Matsuya in Ginza and Odakyu Halc in Shinjuku were the leading hubs for it in Japan. Design students of that era are said to have frequently visited both stores to stay on top of cutting-edge trends.

Matsuya has long viewed “design” as something that encompasses every aspect of daily life—clothing, food, and shelter. During a major renovation in 1989, it adopted the store concept of a “Lifestyle Design Department Store.” In 2007, Matsuya Ginza received a Special Prize from the Mainichi Design Awards for over 50 years of design advocacy. Furthermore, in 2019, Matsuya defined “design = thoughtfulness” for its employees—an initiative aimed at enhancing all aspects of department store operations, from customer service to workplace environment, through a design-centric perspective. This collective movement is a reflection of the aspiration to further elevate “Design at Matsuya.” The phrase “Design at Matsuya” is not just a slogan—it is a badge of honor earned through decades of commitment and a cherished identity that will continue into the future.

Author: Ken Tashiro
Principal of the Tokyo Fashion College of the Matsuya Group. With a career spanning over 40 years dedicated to the Matsuya Group, he has served as deputy editor for the "150-Year History of Matsuya" and held various other key roles.