This strikes me more as an art project than a commercial endeavour. It can obviously be both. I've worked with a friend on a similar boutique concept, and one of the driving factors in its possible success is scarcity economics, or the deliberate limiticy of products that drives intrigue, percieved value, and experience. These are all things that brand designers work tirelessly on (either to embody or avoid, branding is a very bizarre world in which many approaches work in many markets). I would wager a good bit that this probably lost money in solation, but it being part of the design firms portfolio, it probably adds more value than it cost in credibility and brand identity/authenticity for themselves.

Totally.

I'm familiar with the fascination (at least in Tokyo) with pop-up stores or new tiny places that sell just one niche thing (let's say "boutique popcorn", or a certain new type of doughnut) and are heavily marketed through SNS (social networks). But those places are quite ephemeral and are sustained by huge queues of people trying to buy "the new thing", and die in some weeks.

But with the Ginza location, even not being in the main street, no way they're covering the costs unless they're selling them for tens of thousands of yens each.

Also it's not like a new thing, they have Google reviews since at least 10 years ago. Unless they own the building or it's a marketing thing, I don't understand the business.

I would imagine there is a marketing budget covering the losses. Also, maybe the retail store owner is making them a favor regarding the rent, as the space can be cleared out quickly if they find a new tenant able to pay the full cost. And maybe the owner is a book lover.

This kind of stuff is all over Japan. "Stores" with almost nothing in them and me wondering who pays for them. Not that I mind. They are interesting.