NOT A HOTEL

Tokyo, Japan (February 2, 2026) — NOT A HOTEL today has opened sales for its new villa, NATURE WITHIN, which will be built as part of the NOT A HOTEL KITAKARUIZAWA resort area in Gunma Prefecture. Prospective owners can submit their sales applications at https://notahotel.com/shop/kitakaruizawa/nature-within. The property is set to open in Spring 2028.

Hassan Elgendy and Nahed Zmeter of the Milan-based architectural studio UNFORMED DESIGN provided the design for NATURE WITHIN as the winning entry of the first-ever NOT A HOTEL DESIGN COMPETITION in 2024. Their design beat out 620 other submissions from 23 countries.

NATURE WITHIN will be located in Kitakaruizawa, a forested area marked by huge lava boulders. The design integrates with the environment to allow owners and guests to feel as if they’re "living among the rocks." With an indoor area of ​​288 m², NATURE WITHIN offers the largest indoor area of NOT A HOTEL’s Kitakaruizawa properties and creates a feeling of having all of nature for one’s self.

Download the CG renderings here:
https://www.notion.so/NOT-A-HOTEL-Media-Kit-1f4c24ac297e4a9e9055d64e4ff8e04c?pvs=4

PROPERTY OVERVIEW

NATURE WITHIN will be part of the larger NOT A HOTEL KITAKARUIZAWA resort area that currently contains the properties IRORI and BASE as well as MASU (currently under construction). The forested area is dotted with lava boulders from the great eruption of nearby volcano Mount Asama approximately 240 years ago.

The shape of NATURE WITHIN is an imperfect oval, designed to blend into the terrain. The roof appears to float between three lava rocks, with a gently curved space that spreads out below. Defined by wood, rock, glass, and raw metal, the space dissolves into the surrounding majestic nature, quietly reflecting the beauty of its landscape, creating a stage for an extraordinary experience. This organic form allows the house to rise discreetly from the ground, with a facade composed primarily of glass that frames expansive views of the landscape and allows natural light inside. Owners and guests can enjoy a variety of scenes, such as an open view of the forest or directly into large rocks.

　　Exclusive area (including indoor area and terrace): 524.0 ㎡
　　Indoor area: 288.0 ㎡
　　Floor plan: Three bedrooms
　　Maximum occupancy: Eight people

Concept

The site's ancient landscape combines scattered giant lava rocks, groves of trees, and the dramatically rising earth. Inspired by the natural environment, the architecture is soft yet bold in tracing the undulating ground. Nature is not just to be viewed, but lived within, weaving new stories among the rocks.

CG video:
https://youtu.be/MurD7TjbnZA

ARCHITECTURE

NATURE WITHIN creates an organic space that weaves its way between the boulders, rising up as if it is a part of the terrain. Under the large, floating roof, some of the rooms offer an open view, while others provide the serenity of being embraced by the rocks.

Using wood, rock, glass and base metal as its main elements, the villa blends in with the majestic nature while also attractively reflecting the beautiful scenery.

LIVING, DINING, and KITCHEN
The 97m² living/dining room offers an open, panoramic view that makes guests feel as if they are in the middle of a forest. The original oval sofa and pendant lights, designed to complement the architectural form, take center stage in this space, creating a relaxing spot.

ONSEN
The private open-air bath is nestled within the layered shade of surrounding rocks, allowing bathers to become one with nature. Under the open sky, bathers can immerse themselves in the scenery while the hot spring gently warms their body.

BATH and SAUNA
The bathroom, with a rock bath and its walls finished in lava stone tiles, is a tranquil space reminiscent of a cave. Equipped with a sauna, cold bath, and outdoor bathing space, guests can relax their body and mind while enjoying the atmosphere of the forest.

PRIMARY BEDROOM
The bedroom uses a calming wood motif. The minimalist space accentuates the abundant natural scenery outside the window, evoking a sense of the boundary between inside and outside. The primary bedroom has direct access to the open-air bath on the terrace.

GUEST BEDROOM
The guest bedroom is surrounded by rocks and trees, creating a sense of privacy. As a mix of wood, stone, and soft light, the space is a beautiful blend of natural textures. The silence of the forest flows right into it, creating a moment of peaceful rest.

PLAYROOM
The playroom can be used for multiple purposes, including as a bedroom. The dynamic view of the huge rocks that seem they can be touched, enhancing the sense of the power and openness of the site, while also enveloping guests as if they were being embraced by the earth.

FIREPLACE
The fireplace is set up to blend into the silence of the forest. Located just off the living room, it's a great place to linger after a meal or chat around the fire.

UNFORMED DESIGN profile

UNFORMED DESIGN is a transdisciplinary architecture practice integrating architecture, landscape, narrative, and visual culture across its work. Founded in Milan by Egyptian architects Hassan Elgendy and Nahed Zmeter, the studio explores design as a tool for storytelling, spatial experience, and contextual dialogue. Rooted in international experience across Europe, Asia, and the Middle East, UNFORMED DESIGN approaches each project with sensitivity to place, culture, and human perception. The studio has received international recognition through several award-winning competition entries, including first prizes for cultural, civic, and residential projects across Europe, Asia, and North America. Working across multiple scales, from intimate interiors to large urban interventions, the practice combines conceptual clarity with emotional depth, creating architecture that is both grounded and evocative. Today, UNFORMED DESIGN continues to evolve as a platform for experimental thinking, engaging diverse geographies while maintaining a strong commitment to craftsmanship, narrative, and meaningful spatial experiences.

About the NOT A HOTEL DESIGN COMPETITION

The NOT A HOTEL DESIGN COMPETITION aims to provide creative opportunities to architects and creators under the age of 40. The winning works are actually built and sold as NOT A HOTEL villas.

Since its founding, NOT A HOTEL has expanded the possibilities of architecture by collaborating with creators from a variety of fields, including not only architects but also interior designers and fashion designers. In that spirit, the Design Competition welcomes free-thinking regardless of qualifications or field.

The first NOT A HOTEL DESIGN COMPETITION, held in 2024, attracted international attention, receiving 620 submissions from 23 countries. The NOT A HOTEL DESIGN COMPETITION 2026 is currently underway, with a public judging session to be held on Saturday, March 28, 2026, to determine the winning entry.

For details, please see the website: https://notahotel.com/design-competition/2026

Property Summary

Name of advertiser: NOT A HOTEL Co., Ltd.
Office address: Harumi 4-7-4, Chuo-ku, Tokyo
Phone number: 050-1780-3110
License number: Tokyo Governor (1) No. 106188
Affiliated organization: Tokyo Real Estate Transaction Association (a member of the Fair Trade Council)
Transaction type: Seller
Seller's name: NOT A HOTEL Co., Ltd., Sankei Building Co., Ltd.
Business owner's name: Same as above
Property name: NOT A HOTEL KITAKARUIZAWA NATURE WITHIN
Location of the property: Hosohara 2286-244, Omae-aza, Tsumagoi-mura, Agatsuma-gun, Gunma Prefecture
Access: Approximately 35 minutes by car from Karuizawa Station on the JR Hokuriku Shinkansen
Site area: 4,826 m2
Leasing situation: Land lease period: 50-year fixed-term lease
Indoor area: 288.0 m2
Total floor area: 312.03 m2
Exclusive area (including indoor area and terrace): 524.0 m2
Structure and number of floors: Wall-type reinforced concrete structure, partly steel frame structure, 1st floor
Floor plan: 2 bedrooms
Disposition number of permission etc. prescribed in Article 33 of the Real Estate Brokerage Business Act: No. 2025 Confirmed Building CIAS01144
Design: NOT A HOTEL ARCHITECTS
Construction: Niitsu Gumi Co., Ltd.
Type of membership: Fractional ownership
Price (1 unit purchase: 10 nights per year): 83,691,300 yen (tax included)
Price breakdown (1 unit purchase: 10 nights per year):
　　Building ¥60,138,100
　　License ¥18,519,600
　　Furniture ¥1,613,700
　　Depreciation deposit ¥3,419,900
Management fees (1 unit purchase: 10 nights per year): ¥126,110 per month (tax included)
Restrictions on eligibility: NOT A HOTEL Owner Terms and Conditions apply
Transfer of rights and its conditions: Not subject to the terms and conditions of the hotel owner contract.
Total number of units and units currently being offered: Total number of units: 36 (1 unit can be used for 10 nights per year)
Currently being offered: 36 units (1 unit can be used for 10 nights per year)
Total number of villas: 1
Construction completion date: Late November 2027 (planned)
Facility opening date: Early February 2028 (planned)
Facility usage fee: Included in management fee
Facility reservation adjustment method: Reservations can be made up to 10 months in advance of the desired stay date within the allocated number of available days for that date.
Restrictions on facility use: Not subject to the terms and conditions of the hotel owner contract
Number of nights per year available per unit: 10 nights
Overview of facilities and their usage conditions: Not applicable
Operator: NOT A HOTEL MANAGEMENT Co., Ltd.
Inter-communal use facilities: Yes
Number of mutually usable facilities and their terms of use: Owners can use NOT A HOTELs nationwide (9 locations already open at the time of the sale of this property), paying a price difference where applicable.
If non-members can use the club facilities, please indicate so: Not applicable
When operating the facility, the details and details will be as follows: the facility will be leased to the operating company, which will operate it as a hotel
Terms and conditions valid until the next renewal date: Information release date and next scheduled update date (As of January 19, 2026. The next update is scheduled for March 1, 2026.)

About NOT A HOTEL Co., Ltd.

NOT A HOTEL is a Tokyo-based hospitality venture, founded in 2020, that partners with the world’s top architects and designers to build one-of-a-kind fully-serviced vacation homes across Japan. The company operates more than 30 properties across nine locations. Construction is currently underway on projects with NIGO, Masamichi Katayama (WONDERWALL), and Snøhetta.

The villas are sold as fractional ownership before construction begins. Being an owner of one NAH property allows staying at other properties in the network with the allotted nights.

Company name: NOT A HOTEL Co., Ltd.
Representative: Shinji Hamauzu
Established: April 1, 2020
URL: https://notahotel.com/
X: @notahotel_inc（https://twitter.com/notahotel_inc）
Facebook: @NOTAHOTEL.official
Instagram: notahotel_official（https://www.instagram.com/notahotel_official/)
YouTube: https://www.youtube.com/@NOTAHOTEL
Inquiry form:https://notahotel.com/contact
Contact: [email protected]

All images in this release are computer renderings and subject to change.