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Travel & Leisure

Tokyo hotels win hearts and wallets with unique style

As pandemic foils volume-first strategy, art and experiences keep guests coming

The Mustard Hotel in Shibuya holds a music show on April 15 to bring artists and guests together. (Photo by Takanobu Aimatsu)

TOKYO -- After a building spree in the run-up to the Olympics, the coronavirus pandemic has forced Tokyo hotels to shift focus from quantity to quality, offering more satisfying experiences to stand out in a crowded, cutthroat market.

The Mustard Hotel in the capital's trendy Shibuya district is designed with a unique aesthetic that aims to turn guests into fans. The space is filled with features made to pique customers' interest, including a wall packed with records, furniture designed in collaboration with popular brands, and paintings from foreign artists.

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