THE NEW BOOKSTORE IN TOWN
The first Tsutaya Books, like Kinokuniya (Kino), is another Japanese bookstore I admire. It is Japan’s largest bookstore and chain.
Historically the first bookstore was established in 2011 in Shibuya, Tokyo. Still young relatively and survived the threat of other bigger world’s book chains, the Internet and the pandemic. Just like Kino it is a lifestyle bookstore targeting mature and creative customers.
One differentiation though is their Concierge, just like a librarian in a library that provides professional book services guiding patrons to the possible choice of reading. The object is not really books but the total experience of learning and discovery that stimulate curiosity and creativity. The combination of the concierge, design, placement, cafe, shows and events make Tsutaya one of the best 3rd Places. They have created a good brand that permeates the whole bookstore. What a library should be in so many ways
The Tsutaya Books opened in Malaysia on July 7, 2022, and is the first in Southeast Asia.
I always wanted to go there since it was open and could visit it in early August.
As I walked into the atrium of the new Pavilion Bukit Jalil I could not sense any distinctive vibe of the place. It was just another big shopping mall for me. Not until I walked further and saw the bookstore in front of me on my right.
I got excited and was expecting a new experience.
As we approached we saw a long row of waiting line tape or barrier indicating a long queue of customers waiting to go in during their opening and a few weeks later. On the part of Tsutaya, it was a big marketing and promotion exercise whereas for many Malaysians it is another attraction. Of course in the mix are a lot of readers and book lovers as well. We could be among the crowd that day but we managed to contain our excitement to wait until fewer customers. Even when we were there, there were a lot of customers and from the look of them various age groups.
We entered with no problem and funfair and the guard was really trained properly for the job. They carry the brand from the beginning for customers like us. Once inside the space engulfed me and I scanned left and right. My demeanour changed and I was happy just being there. To me, it is the combination of the design, people and knowledge within all the books inside the bookstore. The excitement buzz was everywhere but I still managed to contain my excitement and not to be too obvious.
Earlier I was expecting to have the same experience of Kinokuniya and more. As I was inside I felt a big difference. Kino gives me a lot of sense of discovery and opportunity while Tsutaya in the first instance without properly going through the bookshelves and the place indeed I got a bit of sense of space and exploration. But then I was still early.
My wife and I agreed early that we would take our own path and time to explore. I decided to turn right and start from there.
As I walked to my right I was greeted by a row of floor-to-ceiling shelves on my left. In front of me is a row of small display tables with intermittent sitting portals for customers to rest their feet or read for a while. On my right several 7 feet high shelves are placed perpendicular like in a library. The row of these shelves pattern is strategically broken with high ceiling shelves, giving customers a feeling of privacy to walk the maze of the bookshelves. In between these shelves, I saw a well-dressed concierge on a stool reshelving some of the books. I smiled at her and asked permission to capture her doing her work.
The best thing for me that creates a great environment and gives a great sense of space is the mirror on the ceiling throughout the spaces. I felt like I was floating and walking within spaces that fill with books around me.
I started to walk along the shelves to browse the collection. Instantly I realised that, although it is not comprehensive, Tsutaya covers different titles and authors compared to Kino. It was refreshing for me and my excitement grew as I moved along. I picked up a book shopping basket and started to fill it.
I walked patiently from one section to another my excitement and impression levels were the same.
The design of the bookstore is that all the core office and work areas are in the centre and the book display and other facilities surround them. So I walked around in a complete loop. As I turned the third corner I saw a cafe-like place with seatings occupied by customers reading and chatting. I also saw two of them with their laptops opened working on something. Kino and other bookstores will separate their cafe entirely on different floors or sections. For Tsutaya it is blended well as part of the bookstore.
I had a wonderful time inside the bookstore, too long that I realised my wife must be sitting somewhere waiting for me. I absorbed as much as possible and turned at the next corner where the gift and the stationery area was on my right. I am not a fan of such things and feeling happy I walked towards the entrance where we came in.
Indeed my wife was sitting and waiting at the first area we entered. I asked her if she had anything to pay and I walked to the cashier to pay for my books.
All in all, I had a good experience and a place I would come again for different kinds of books and just for being there. As a bookstore, it is indeed different compared to Kino. Both have their own strengths and weaknesses. Somehow both have a bit extra in total experience compared to our libraries. We are catching up as some of our libraries are very good. I guess it is the total combination of their customer service level, facilities, design and the layout of the place. It is inviting, soaks you into the place makes you forget all the worries and most importantly inspires you in so many ways.
This could only be done if you really understand your customers, would-be customers and the community you serve. Tsutaya is also about community development for them
Reference
https://www.ccc-my.com/pinpaigushi/
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