Takamatsu House Establishes the 'Marelli Research Institute'

Takamatsu House Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President: Motohiko Fujiwara, hereinafter 'Takamatsu House') has launched the 'Marelli Research Institute' as a new initiative to analyze and disseminate the value of highly rare land in central Tokyo from various perspectives. Additionally, as the first content of this institute, we have published a dialogue article with Naoto Fukasawa, a leading product designer.

Background of the establishment of 'Marelli Research Institute'

In recent years in the Tokyo metropolitan area housing market, along with soaring condominium prices, there has been a noticeable trend of 'graduating from tower mansions', where people relocate to detached houses, which are tangible assets accompanied by land. This movement is spreading as a new trend in home selection. We have entered an era where the essential value of land is questioned, which cannot be measured by conventional indicators such as convenience and price alone.

When considering a home, many people think of easy-to-understand conditions such as distance from the station and convenience. In reality, however, there are many values that cannot be expressed in numbers, such as the atmosphere, scenery, history, and human connections unique to the land.

The 'Marelli Research Institute' was established to shed light on the value of places that have not yet been fully discussed, to decipher the value of land from both the perspective of art (culture and history breathing in the land) and the perspective of science (based on data such as distance from the station and land evaluation), and to present to society what locations are fundamentally valuable for customers.

Initiatives of the 'Marelli Research Institute'

The 'Marelli Research Institute' will capture the value of land in central Tokyo from multiple angles and publish the following types of content:

- Observations based on history / culture / changes in the city - Verification through data analysis of station distance and land prices - Dialogue projects with experts and cultural figures

Through these, we will verbalize 'why the land is valuable' and present a new criterion for judgment in choosing a home.

What is a Rare Location (Marelli)?

The 'Rare Location (Marelli)' defined by Takamatsu House refers to a place that has overwhelming demand against limited supply, and combines rarity, convenience, and living environment. It is a location where living there becomes a special experience in itself, maintains its value over time, and allows one to feel satisfaction and pride in both choosing it and living in it.

〇 Four elements that make up a 'Rare Location (Marelli)'

[Asset value] Land where asset value is maintained over the long term, and you can feel proud of choosing and living in it. [History] The depth of the culture and history of the city and the land itself. [Convenience] Time performance gained from convenience such as distance from the station and shopping. [Living environment] Environmental conditions that make you feel comfortable and easy to live in even in the city center.

Part 1: Dialogue with product designer Naoto Fukasawa

In the dialogue project of the 'Marelli Research Institute', in order to spread the concept of 'Rare Location (Marelli)', we ask people who are active on the front lines of cultural activities about their knowledge and experiences regarding land with history and cultural significance.

For the memorable first dialogue, we welcomed product designer Naoto Fukasawa. He spoke about his unique perspectives and values in home selection, and his new challenge of building a house that he is currently undertaking. In particular, we will unravel the value of land that arises from differences in the 'yardstick' of land selection, the quality of life brought about by the environment, and unconventional ideas, from the perspectives of art and science.

What is the essential value of land that cannot be captured by general criteria such as convenience and price? Through dialogue with Takamatsu House Representative Fujiwara, we will approach the true charm of 'Rare Location (Marelli)'.

Future outlook

Takamatsu House has been pursuing the provision of locations with essential asset value by collecting and scrutinizing more than 2,000 cases of residential land information per month and carefully selecting only about 1% of them for purchase. Going forward, through the 'Marelli Research Institute', we will share with society the perspective of assessing the value of land and strive to create an environment where customers can choose their homes with greater satisfaction.