The economics of this fascinate me. There is absolutely no way selling paper copies of a single book (even/especially if it changes daily: what happens to unsold stock?) can cover the costs of ground floor retail store rental in the Ginza plus apparently engaging boutique branding agencies to do in depth explorations of a logo complete with a custom typeface.

For reference, a standard bunko paperback in Japan costs on the order of ¥600 (US$4), maybe 2-3x that if you splash out on the hardcover.

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.