NOT A HOTEL redefines luxury living with residential comfort and hotel-style amenities in nature-integrated spaces.
Contents
A New Approach to Hospitality: NOT A HOTEL’s Vision
NOT A HOTEL, founded in 2020 by Japanese e-commerce giant ZOZO, is pioneering a new hospitality model centered around the concept of “homes that can be used as hotels.” The brand seeks to provide a unique experience that blurs the lines between traditional hotels and residential living, offering guests the comfort and privacy of a home with the services and amenities of a luxury hotel. This innovative approach is reflected in their diverse portfolio of properties across Japan, each designed by renowned architects and designers to seamlessly integrate with their natural surroundings.
NOT A HOTEL TOKYO: Embracing Nature and Art
NOT A HOTEL TOKYO, perched on a cliff in Futtsu, Chiba Prefecture, exemplifies the brand’s commitment to architectural and interior design excellence. Designed by Nigo, the residence boasts a unique structure that blends into the landscape, maximizing views of Tokyo Bay and Mount Fuji. A notable feature is the KAWS sculpture on the rooftop, creating a striking juxtaposition of modern art and nature. The interior reflects Nigo’s personal aesthetic, blending modern minimalism with vintage elements, including iconic furniture pieces by Jean Prouvé and Pierre Jeanneret. A focus on sound art is evident in the living room’s OJAS speakers, while Nigo’s private contemporary art collection enhances the artistic atmosphere.
Experiential Living: Dining, Relaxation, and Wellness
NOT A HOTEL TOKYO prioritizes creating a holistic living experience. The dining area features a natural wood table and carefully curated seating, bathed in soft, adjustable lighting. Guests can savor meals while enjoying panoramic views, and a fully equipped kitchen allows for culinary creativity. A dedicated tea room, designed with classic Japanese elements, offers a space for traditional tea ceremonies. The pool area, featuring a large inflatable duck as a playful signature, provides relaxation and entertainment. A Japanese wooden bathtub, crafted from cypress wood, enhances the connection with nature.
Expanding Horizons: NOT A HOTEL’s Future
NOT A HOTEL’s success is evident in its rapid growth and expansion beyond accommodation services. Properties like NOT A HOTEL RUSUTSU, inspired by the “celestial zenith” and designed by Snøhetta, showcase the brand’s commitment to innovative design and integration with the landscape. EARTH Villa, designed by Sou Fujimoto, features a circular structure with a green roof, blurring boundaries between architecture and nature. These diverse projects, combined with the brand’s innovative shared ownership model, are solidifying NOT A HOTEL’s position as a leader in redefining luxury living and hospitality.
A Global Presence: Collaboration with BIG and Beyond
NOT A HOTEL’s collaboration with Bjarke Ingels Group (BIG) on the NOT A HOTEL SETOUCHI project further demonstrates its commitment to pushing boundaries in design and architecture. This project, with its unique integration of the built environment and the stunning Seto Inland Sea landscape, has garnered international acclaim and expanded the brand’s global reach. NOT A HOTEL’s ongoing exploration of architectural innovation, combined with its focus on creating immersive and enriching guest experiences, promises a bright future for this groundbreaking hospitality brand.
Project Information:
Architects: Nigo, Snøhetta, Sou Fujimoto, Tetsuo Suma
Area: Varies by project
Project Year: 2021-present
Project Location: Various locations across Japan, including Tokyo, Rusutsu, Ishigaki, and Karuizawa
Photography: Nacása & Partners Inc., Iwan Baan
Project Type: Residential Hotels
Materials: Local natural stone, wood, glass
