Isetan Shinjuku has opened Ma Patisserie, a glass-walled live-kitchen promotion space on the basement 1F western sweets floor, on July 15, 2026. The space is the latest stage of the store's La Grande Cité Yougashi Cinq Project, a multi-phase reorganisation of the entire western sweets floor into a “town of sweets.”
A rotating stage for patissiers
Ma Patisserie is not a permanent shop. It is a weekly-rotating stage where leading patissiers and rising patisseries and chocolateries — both Japanese and international — take turns behind a fully glass-walled kitchen. Customers can watch the confection-making process from up close, something that the usual department store vitrine keeps hidden. On some weeks, two brands share the kitchen at once, producing chef-on-chef, domestic-on-international, or ingredient-on-chef collaborations exclusive to the space.
The opening schedule sets the tone. Week one (July 15–21) features MORI YOSHIDA, the Paris-based patisserie by Yoshida Morihide, whose Tokyo store opened in 2024. Week two (July 22–28) is a collaboration between CALATIR, the bean-to-bar chocolaterie from Kashiwa, and Patisserie LAISSEZ VIBRER from Sendai. Week three (July 29–August 4) pairs the chocolatier L'ATELIER HIRO WAKISAKA with the boulangerie-patisserie Préférence — both formerly of the Monsieur Chocolat group.
Cafe au Chocolat reaches full strength
The same July 15 date also marks the full opening of Cafe au Chocolat, the adjacent cafe-and-sweets zone that has been phasing in since May 20. With six new brands added — including the Finland-born bakery Ekberg (Isetan Shinjuku exclusive), the royal-milk-tea sweets brand Le Royage, and the Paris-origin chocolate maison FOUCHER PARIS — the zone now brings together all 33 brands. It is one of the deepest single-floor patisserie lineups in any Tokyo department store.
A sweets floor as a destination
The Yougashi Cinq Project is the latest in Isetan Shinjuku's long-running investment in its food floors. The basement sweets floor is consistently ranked among the best in Tokyo, and the reorganisation is explicitly framed as building a “town of sweets” — three zones (Cafe au Chocolat, Grand Artisan, and now Ma Patisserie) that customers walk through like streets. The live kitchen is the clearest expression of that idea: the making is brought out from behind the wall, and the floor becomes a place to watch, learn and taste, not just to buy.
Practical Details
- Opening: July 15, 2026 (ongoing)
- Location: Isetan Shinjuku Main Building B1F, western sweets floor
- Address: 3-14-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022
- Nearest station: Shinjuku Station (3 min walk) / Shinjuku-Sanchome Station (1 min walk)
- Hours: 10:00–20:00 (department store hours)
- Website: Isetan Shinjuku official
