SHIBUYA109 is turning over ten shops from mid to late September under the banner Make My AUTUMN. Three new names, two popups, five renovations. The mall's own X account said sequential opens from 11 September. Treat Ürself's Tokyo account locked Friday 18 September on 2F, with a hotel concept. If you came for the JO1 wrap on the cylinder, this is the longer change underneath it.
Treat Ürself on 2F, then d.i.a. and BARCON
Treat Ürself has run several popups in this building. The 109 release says those drops were busy enough to justify a standing store. The brand's own post calls the Tokyo shop a hotel, not a rack room. You walk through a door into a set. That is a 109 2F centre-floor bet on girly merch that used to live as a two-week tent.
d.i.a. comes back as a full shop built on vintage denim, cut-outs, and a sexier line the press note does not bother to soften. BARCON is the third new name: luxury street with a Heisei grunge root. 109 put those three on the same poster because they pull different customers into the same stairwell. If you only shop one, Treat Ürself is the 18 September date you can actually circle. The other two follow in the same mid-to-late September window. Confirm the exact day on the floor directory the week of the 11th. 109's August release did not print day-by-day opens for d.i.a. or BARCON.
Five renovations and two popups
The renovations sit on floors people already use. LIZ LISA and archives on 6F, ROYAL PARTY on 5F, Libby&Rose and San-ai Resort on B1. San-ai is swimwear. Libby&Rose is the B1 fashion neighbour. None of these are new brands. They are the same names in new fittings, which on 109 usually means new fixtures, a tighter SKU mix, and a reason to photograph the entrance again.
THE COLDEST MOMENT pops up on 3F. Café Yoajung, the Korean frozen-yogurt chain, lands in B2 MOG MOG STAND. Yoajung is the one non-apparel open in the ten-shop pack, and it is the one that will throw a queue at lunch. Frozen yogurt in a basement food slot is a different clock from a 2F fashion open. Go early if you want a cup without standing on the MOG MOG corridor.
Buy anything at a new or renovated shop and 109 hands you one of two campaign stickers, first come, one per check, from each shop's open day until stock dies. There is no minimum spend. Leaflet racks in the mall carry the campaign map. That map is more useful than the August press release once the sequential opens start slipping.
How this sits next to the JO1 campaign
JO1's wrap, popup, and 8F cafe end on 15 September. Treat Ürself opens three days later. The two campaigns overlap on paper from 11 to 15 September, when JO1 is still on the cylinder and the first autumn shops are already cutting ribbon. If you are in the building for merch on B1, walk 2F and 3F on the same visit that week. After the 15th the idol layer peels off and the floor shuffle is the story.
109 shopping hours stay 10:00 to 21:00. Cafes and restaurants 11:00 to 21:00. Address is 2-29-1 Dogenzaka, a short climb from the scramble. This is not a sale. It is a tenant reset before autumn weekends hit.
Practical Details
- Dates: Sequential from 11 September 2026. Treat Ürself Tokyo store 18 September on 2F
- Time: Shopping 10:00-21:00. Cafes 11:00-21:00
- Venue: SHIBUYA109 Shibuya, 2-29-1 Dogenzaka, Shibuya-ku
- Nearest station: Shibuya Station
- Price: Mall entry free. Sticker with any purchase at new or renovated shops, while stock lasts
- Website: shibuya109.jp
