11
2025.8.29
Real Estate
#Real estate#City development
Creating new value for rental apartments.
The first rental apartment with a soundproof room, "LUXENA+OTO Minamisenju"
A home that enriches your life.
Messenger
Y.S
- Company / Department
- Takara Leben Co., Ltd.
Investment and Development Business Division, Investment and Development Division
Investment Management Department, Asset Management Division 1 Manager
Project
Please give us an overview of "LUXENA+OTO Minamisenju."
LUXENA is a series of rental apartments developed and planned by Takara Leben. Based on the housing construction technology and experience that we have cultivated in the condominium business, this is a series of high-grade rental apartments that carry the meaning of "enabling luxury living spaces and high-quality living."
"LUXENA+ OTO Minami-Senju" is the first project in the concept condominium series "LUXENA+" that adds added value to "LUXUNA", and is a 14-story rental apartment with a total of 26 units for DINKS and families, located a 6-minute walk from JR Minami-Senju Station.
The land was acquired in 2022 as a development site for LUXENA, and initially started with a general plan for families in the surrounding market, but as the development progressed, a new initiative for a "soundproof apartment" that had been considered for a long time was decided within the headquarters, and the property was a white arrow.
With the decision to change the plan as a soundproof apartment (concept apartment) that attempts to differentiate itself in the rental market, we verified the plan and needs again, announced a new brand "LUXENA+" in 2024, and completed construction at the end of February 2025 after launching the property as the first project.
Please tell us how you came to develop soundproof apartment buildings.
Our job is to increase the NOI (Net Operating Income) of the income-generating properties we own and maximize the asset value, but in the process we had the opportunity to exchange information with a company that develops soundproof apartment buildings.
As the previous general manager had been nurturing the idea of soundproof apartments, our division decided to enter the soundproof apartment market as part of a new challenge, with the aim of responding to diversifying rental needs and creating products that target specific demographics.
Were there any challenges you faced in developing this property?
This property was initially being developed as a regular family-type "LUXENA," so the change of policy was decided after the application for confirmation had already been submitted. In order to avoid affecting the construction schedule, we verified from scratch the specifications of the soundproof room to be installed, the expected target audience, the flow of musical instruments, the budget required for additional work, and how this would be reflected in the business plan. It was a rush job, involving the site where construction had already begun, until the plan change was approved about seven months later (laughs).
Points
Were there any points you paid particular attention to when developing this property?
Rather than focusing solely on soundproofing, we were conscious of ensuring that the building also had the elements of a "luxury rental" by combining the high-grade rental apartment "LUXENA" with "soundproofing." In pursuit of differentiation from other companies' soundproof apartments, we created the high-quality lifestyle that LUXENA offers with features such as a hands-free key system, touchless faucets in the kitchen, and a dishwasher.
In terms of recruitment, in addition to traditional methods, we have adopted measures to directly approach the target demographic for the concept apartment, such as developing routes through specialized intermediaries, advertising on social media, introducing an inquiry form, and sponsoring a music competition.
What were the results achieved through the project?
We have seen an increase in successful transactions with rent levels higher than initially expected.
It appears to have been well received in the market for soundproof rental apartments, with approximately 80% of the tenants moving in because they play musical instruments, and so far there have been no complaints and operation is proceeding smoothly.
We were also able to meet the needs of students attending Tokyo University of the Arts, which is located near Ueno Station, so I think it was great that we were able to attract the target customers we expected given the location.
This property is our group's first soundproof rental apartment, and we are currently working on our second project based on it. In addition, we now have the option of considering a soundproof apartment when considering an acquisition, which I believe can be considered a result of our efforts in this endeavor.
Besides this property, please tell us about any other projects that you have undertaken that focus on adding value.
Although not part of the "LUXENA+" series, "LUXENA Hachioji Teramachi," which was completed in June this year, offers a special plan with a sauna exclusively for two homes on the upper floors. The plan includes a sauna cabin from the world-famous brand "Halbia," allowing you to experience the relaxing feeling of a Finnish sauna in the comfort of your own home.
As part of the "LUXENA+" series, we plan to develop pet-friendly rental apartments equipped with dog runs to meet the needs of those who want to live in a pet-friendly living environment.
"To design sustainable environments for a happier future for both people and our planet."
Our goal is to provide the market with properties that people will appreciate and choose.
If we can make people realize the unique value of a property, we can continue to attract people to that property even if there is a turnover of tenants. We believe that creating such products will help revitalize the area.
