This is the abridged version of our original article in Japanese.
NOT A HOTEL, the Japanese innovative hospitality brand startup, unveiled plans for a major expansion on Tuesday, featuring six new locations developed in collaboration with world-renowned creators. The company also announced that it has secured 5.5 billion yen (about $35 million US) in a series B round funding to support this ambitious project, which is expected to generate 100 billion yen (about $638 million US) in sales over the next two years.
New Flagship Locations
The expansion includes new flagship properties in Japan:
- NOT A HOTEL TOKYO: Directed by the globally acclaimed creator NIGO, this project will be located in the suburbs of Tokyo.
- NOT A HOTEL RUSUTSU: Situated at the Rusutsu Resort in Hokkaido, this property is designed by the international architectural firm Snøhetta.
- NOT A HOTEL MIURA: A new location in Miura City, Kanagawa Prefecture.
- NOT A HOTEL SETOUCHI: Three villas to be constructed on the remote island of Sakijima in the Seto Inland Sea.
Additionally, the company plans to expand its existing locations in Kita-Karuizawa and Aoshima, Miyazaki Prefecture.
Growth and Success
Since its founding four years ago, NOT A HOTEL has achieved impressive results:
- Cumulative contract volume of 22.7 billion yen (about $145 million)
- 597 property owners
- Nine locations launched and opened
- 99% guest satisfaction rating across all properties
Unique Features of New Projects
NOT A HOTEL TOKYO
- Directed by NIGO, founder of A BATHING APE and current artistic director of KENZO
- Located in Futtsu City, Chiba Prefecture, 45 minutes from Haneda Airport
- Features panoramic views of Mt. Fuji and Tokyo Bay
- Includes curated artworks by NIGO, including a giant KAWS sculpture
- Interior furnished with vintage pieces by Jean Prouvé and Pierre Jeanneret
NOT A HOTEL RUSUTSU (Hokkaido)
- Designed by Snøhetta, inspired by the astronomical concept of “zenith”
- Located at the summit of a ski resort in Hokkaido
- Aims to create a space that enhances human experience by directing attention upward
NOT A HOTEL MIURA (Kanagawa)
- Based on a POOL CLUB concept
- Features various types of pools, including a sandy beach pool and infinity pool
- Restaurant designed by A.N.D. Creative Director Ryu Kosaka
NOT A HOTEL SETOUCHI (Hiroshima)
- Japan’s first architectural work by BIG, led by Bjarke Ingels
- Three villas named “360,” “270,” and “180” based on their views of the Seto Inland Sea
- Designs inspired by Japanese climate, traditional architecture, and geometric angles
Expansion of Existing Locations
- Kita-Karuizawa: New additions include “MASU” by Masamichi Katayama and “WELLNESS” supervised by Yoko Shibata
- Aoshima, Miyazaki: Plans for a new house and renovation of existing facilities
Global Expansion Strategy
NOT A HOTEL is focusing on attracting wealthy international customers:
- 30% of inquiries now come from overseas
- New global website launched
- Emphasis on high-grade properties for international appeal
- Unique reciprocal use system allowing cross-border stays
Funding and Future Plans
- Raised 5.5 billion yen (about $35 million US) through private placement and J-KISS (a simple term sheet framework for a convertible instrument for early startups to obtain initial financing)
- Total funding to date: approximately 10.5 billion yen (about $67 million US)
- Considering token-based financing in the future
NOT A HOTEL’s expansion marks a significant development in Japan’s luxury hospitality sector. By blending Japanese tradition with contemporary design and collaborating with world-class creators, the company aims to offer unique experiences that appeal to both domestic and international high-end travelers. This ambitious project not only promises to revitalize the luxury villa market but also presents innovative ways to showcase Japan’s diverse tourism resources.