In this paper, I outline the birth and development of department store architecture in modern Japan and the interrelation of profitability and architectural plans by examining the case of the Mitsukoshi flagship store at Nihonbashi. This paper covers the following five periods of development:
(1) 1914: Completion of the Main Building's Construction
Efforts were taken to construct spaces such as entryways and stairwells to instill a sense of splendor and novelty in visitors. Expressing the establishment of the business style of the department store was regarded as the primary matter of importance, and little thought was given to profitability. A dry-goods business model was still followed, and suitable architectural plans were made for this model.
(2) 1921: Completion of Restructuring and Expansion Work
An intentional expansion of the sales area was undertaken in response to perceived demand. An awareness of profitability began to be reflected in architectural plans. Specialization of clerical work was also observed. The service model of the dry-goods model was still being followed, but now a rationalization of the store's management system led to a change in the service model, and this change was also reflected in the architectural plans.
(3) 1927: Completion of Restoration Work for the Whole Building
There was a small increase in the percentage of pure sales space. This was the result of the consideration of other methods of profit maximization besides increased sales space, such as attracting customers through enhancing guest facilities and an increase in customer turnover rate through changes in line flow, floor organization, and clearance practices, which was accompanied by the discontinuation of footwear due to a decrease in demand following the Great Kanto Earthquake. The changes reflected the popularization and expansion of department stores and, ironically, suggested that the earthquake provided an opportunity to plan a full-scale shedding of the dry-goods model.
(4) 1935: Completion of Restructuring and Expansion Work
Pure sales area proportion was decreased for the restoration of stairwells and to enhance customer facilities. This proactive reevaluation of construction plans for stairwells, introduction of a large-scale event hall, and use of basement selling space had not been present in the previous phase. These actions were attempts to attract customers, which in turn reflected the popularization of department stores.
(5) 1956: Completion of Restructuring and Expansion Work
This period saw no significant alteration in the architectural plans for the floor area, but there were fine adjustments and enhancements such as the extension of the façade along Nihon-odori by filling out the block, refinement of characterization through orientation, adjustment of line flow, increase of sales space, and refinement of vertical organization considering customer access.
The discontinuation of footwear after the earthquake, the minimization and subsequent restoration of the splendid staircases, and the expansion of utilized space were all direct and significant sources of the changes in architectural plans. However, one can infer from a comparison of floor plans and the distribution of floor space that each architectural plan or act of restructuring and expansion was also designed to actualize changes in sales methods that coincided with changes in floor organization and in the store's customer base.
The raison d'être for the department store's architecture and the managers' greatest demand to designers was to improve sales. Because of this, each architectural plan was an optimized solution not just to realize the maximization of the profitable area but also to achieve an increase in customers through the consideration of changes in the customer base.
