PROFITZ, Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Shinichiro Tanaka; hereinafter "PROFITZ") has launched the rental housing brand "LaTTUNE" and began accepting applications for its first property, "LaTTUNE Bunkyo Koishikawa" (Hakusan 2-chome, Bunkyo-ku, Tokyo), on October 8, 2026.

PROFITZ develops product concepts by identifying the challenges of daily life and designing everything from floor plans and specifications to the building's tenant mix to solve them. LaTTUNE is one of the rental housing brands that embodies this approach. For this first property, the starting point was to enable residents who require soundproofing to use "a room that eases the burden and anxiety caused by sound" when needed, while maintaining the convenience of a standard home.

In this seven-story building, the 3LDK units on floors 2 through 5 each feature one soundproof room, while the 6th and 7th floors consist of 4SLDK maisonette units, and the ground floor is planned to house a restaurant. Through the leasing process, we will verify how this product design is received by residents and apply those insights to the business viability of our rental housing.

■ Development Background: The option of "a space at home where you don't have to worry about sound"

With the normalization of remote work and an increase in time spent enjoying videos, music, and gaming at home, activities within the home have become more diverse. Focusing on these lifestyle changes, PROFITZ identified "consideration for sound"—which arises as residents use their time in different ways—as a key challenge in modern living.

Whether it's talking, watching videos, participating in web conferences for work, playing instruments, listening to music, or streaming content, different activities occurring simultaneously within the same unit create a need for consideration from both the person making the sound and those around them.

A survey (※1) conducted by Seiwa Corporation of 597 people living in multi-person households in apartments with 2LDK or larger layouts found that 33.1% of respondents are bothered by the sounds made by their family members. The sounds mentioned include those from watching TV, movies, or YouTube, vacuuming, and family conversations. When asked about situations where these sounds are most bothersome, "working or studying at home" ranked just behind "trying to fall asleep." Furthermore, respondents indicated that if they had a soundproof room where they wouldn't be bothered by family noise, they would use it for "sleeping," "listening to music," "watching videos," and "working or studying."

Meanwhile, the current supply of rental housing with soundproofing capabilities is insufficient to meet demand. The 2025 Rental Housing Market Survey (※2) by Mitsubishi UFJ Trust and Banking Corporation also points to a lack of supply relative to demand for soundproof apartments, noting that there is demand not only from musicians but also from content creators and others.

Against this market backdrop, PROFITZ focused on creating units that allow residents to maintain a standard lifestyle while having access to "a room that eases the burden and anxiety caused by sound" whenever necessary.

※1 Source: Seiwa Corporation, "Survey on Awareness of Sound in Apartments"https://www.seiwa-stss.jp/news/2024/apartment-sound/
‍※2 Source: Mitsubishi UFJ Trust and Banking Corporation, Real Estate Consulting Department, "Fiscal Year 2025 Rental Housing Market Survey (Summary of Results)"https://www.tr.mufg.jp/new_assets/houjin/fudousan/pdf/fr_2026012201.pdf

■ The LaTTUNE Concept: Incorporating "a room where you can choose how to handle sound based on the time of day or purpose" into the home

At LaTTUNE Bunkyo Koishikawa, rather than making the entire unit soundproof, we designated one room within the 3LDK layout as an independent soundproof space. This configuration allows for diverse ways of spending time to coexist within the same unit while maintaining the convenience of a standard home.

Whether it's someone playing an instrument while another person works or studies at the same time, or someone in an online meeting while another person relaxes in the living room, the layout is designed to separate "spaces for making sound" from "spaces for quiet," allowing each person to have their own time within a single home, even when their schedules and activities differ.

Unit Design: One room in the 3LDK layout is converted into a soundproof studio, accommodating diverse needs for work, hobbies, and daily life.

Floors 2 through 5 each feature a single 3LDK unit (67.90㎡), each equipped with an approximately 7.4㎡ soundproof studio.

Key Specifications and Features of the Soundproof Studio:
- Wooden soundproof door (T-3 equivalent)
- Dual-window configuration featuring airtight resin sashes and fixed wooden soundproof windows
- Wall construction utilizing sound-absorbing materials and glass wool
- Centralized LAN, TV, and power outlets designed for desk use
- 24-hour musical instrument practice permitted (with some exceptions)
*Percussion instruments such as acoustic drums and Japanese taiko drums, as well as group rehearsals, are prohibited.

The design and specifications of the soundproof studios were supervised by Musta Co., Ltd. (Tsuzuki-ku, Yokohama, Kanagawa; Representative Director: Kimio Iwamoto), a firm specializing in acoustic architecture. While this project differed from typical soundproof room designs, the team applied their professional expertise to create a practical space, supporting a product concept that offers soundproof rentals for a wide range of uses.

Comment from Kimio Iwamoto, Representative Director, Musta Co., Ltd.

Usually, we are consulted for projects where the intended use is already defined, but this time we started without limiting the tenants or the purpose of the space.
First, considering the context of a multi-unit residential building, we clearly drew the line by excluding percussion instruments like drums from the permitted uses. From there, we focused on balancing the room's usability as a living space while anticipating a wide range of activities, such as DTM, piano, and home theater use. We ensured effective floor area and convenience while prioritizing sound insulation from adjacent rooms. Furthermore, by using our proprietary sound-absorbing panels, we achieved not only high soundproofing performance but also a design that blends seamlessly into a residential environment.

■Building Configuration: Designing Unique Value for Each Unit

At LaTTUNE Bunkyo Koishikawa, rather than applying uniform soundproofing to every unit, we have prioritized different values for each.

In the 3LDK units on floors 2 through 5, one room has been designated as a soundproof space to allow for diverse activities to coexist within the same home.

Conversely, the 4SLDK maisonette units on floors 6 and 7 (103.2㎡) do not include a soundproof studio, instead focusing on the spaciousness of the layout and the views of the Koishikawa Botanical Garden from the terrace.

Rather than applying features uniformly, we have designed each unit to prioritize the specific lifestyle value it offers based on its unique characteristics.

Additionally, "GOAT," a 30-seat restaurant centered around a wood-fired oven and operated by GOAT Co., Ltd., is scheduled to open on the first floor in early December 2026.

The building is designed to ensure that residents find appeal not only in the functionality of their individual units but also in the daily experience of living there. By including a restaurant that is open to the local community rather than restricting shared facilities solely to residents, we aim to create a point of connection between the building and the neighborhood, fostering opportunities for people and the community to interact in everyday life.

■ Business Validation: Visualizing resident feedback to inform future developments‍

This project will evaluate how prospective tenants perceive the value of a lifestyle enabled by incorporating a "room designed to reduce the stress and anxiety caused by sound" into a standard family rental apartment.
Once leasing begins, we will track responses from inquiries, viewings, applications, and contracts to analyze which types of tenants find value in this concept. PROFITZ intends to apply these findings beyond this first property, using them to guide future LaTTUNE project planning and to inform renovation and value-add proposals for existing rental properties.

■ Future Outlook

PROFITZ aims to develop LaTTUNE not just as a name for a single property, but as a brand that designs and validates the value of rental housing based on lifestyle challenges. For this first property, we are testing the product design of incorporating a "sound-mitigating room" into the unit and assessing its rentability, with the results to be reflected in future projects. By starting with the challenges faced by residents, we aim to unlock latent real estate value. We are bringing this philosophy, which PROFITZ has long applied to value-add investments, into the realm of rental housing product development.

■ "LaTTUNE Bunkyo Koishikawa" Property Overview

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