Bjarke Ingels Brings Fearless Futurism to Japan With NOT A HOTEL Setouchi

Summary

• NOT A HOTEL has officially commenced operations for its highly anticipated SETOUCHI property, located on Sagishima Island in the Hiroshima Prefecture
• The property marks the very first completed buildings in Japan from BIG (Bjarke Ingels Group), the globally acclaimed architectural firm founded by Danish visionary Bjarke Ingels
• Accessible via speedboat and helicopter, fractional owners can now enjoy three distinct villas named “360,” “270,” and “180” based on their panoramic views of the Seto Inland Sea

The Setouchi area has long been a famed destination for art and culture, but it now boasts a groundbreaking architectural marvel. NOT A HOTEL has officially opened its SETOUCHI property on the southwestern cape of Sagishima Island. The ultra-exclusive retreat—accessible to its owners by speedboat or helicopter—features a communal restaurant and three distinct villas. Most notably, the launch marks a major historic milestone: the very first completed Japanese project by the globally renowned architectural firm BIG (Bjarke Ingels Group).

Masterfully bridging the gap between fearless futurism and deep traditional roots, the architecture builds directly on the region’s heritage. BIG reimagined traditional Japanese single-story houses with striking modern structures. Expansive glass facades connect the interior to the lush exterior, serving as a modern interpretation of traditional shoji screens, while the floor layouts heavily incorporate the concept of tatami mats. Adding an organic, tactile element, the sweeping curved walls utilize a rammed earth technique using local soil, seamlessly blending the structures into the island’s natural topography.

The three villas are appropriately named “360,” “270,” and “180,” directly corresponding to their locations and the angles of their sweeping views over the tranquil Seto Inland Sea.

“NOT A HOTEL Setouchi represents our first completed buildings in Japan, a culture that has had a profound impact on myself and my understanding of architecture,” shared Bjarke Ingels. “The archipelago around Sagishima is like a Japanese landscape painting… Traditional and modern, integrated and outstanding, Scandinavian and Japanese, the villas are architectural oxymorons embodying seemingly contradictory elements into a holistic hospitable whole.”

During the construction process, NOT A HOTEL pre-sold fractional ownership of the property. Under the company’s innovative model, owners can utilize their allotted nights across the three Sagishima villas or trade them for stays at other premium properties within the extensive NOT A HOTEL network.

“We are beyond honoured to have partnered with BIG in realising the company’s first buildings in Japan,” stated Shinji Hamauzu, Founder and Co-CEO of NOT A HOTEL. “This is a landmark moment for NOT A HOTEL’s mission to make Japan even more valuable, and we are sure that BIG’s three SETOUCHI villas will provide their owners with unprecedented experiences for years to come.”

Operations for NOT A HOTEL SETOUCHI officially begun with the three luxury villas now fully open to their fractional owners.