NOT A HOTEL

Tokyo, Japan (April 1, 2026) — NOT A HOTEL has commenced operations for its SETOUCHI property on Sagishima Island in Hiroshima, Prefecture. The three villas and communal restaurant are the first completed buildings in Japan from global architectural firm BIG (Bjarke Ingels Group).

The three villas built on the southwestern cape of Sagishima are named "360," "270," and "180" according to their location and the angles of their corresponding views of the Seto Inland Sea.

NOT A HOTEL SETOUCHI:
https://notahotel.com/shop/setouchi

Global site: https://notahotel.com/en

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

In the last few decades, the Setouchi area of Japan has become a famed destination for art and culture, attracting millions of domestic and international tourists.

The architecture for SETOUCHI builds on the region’s traditions, blending elements of traditional Japanese single-story houses with modern structures and designs. The glass façade connecting the interior and exterior is a modern interpretation of shoji screens, and the floor design incorporates the layout concept of traditional tatami mats. Furthermore the curved earthen walls utilize the rammed earth technique using local soil, imbuing the space with a texture that evokes the local climate and culture.

During the construction process, NOT A HOTEL pre-sold fractional ownership of the property. Starting April 1, its owners will be able to use their allotted nights on all three villas. In the NOT A HOTEL model, ownership of SETOUCHI also allows nights to be traded for nights at other properties in the network.

Shinji Hamauzu, Founder and Co-CEO (Chief Visionary) at NOT A HOTEL, said about the project’s completion: "We are beyond honoured to have partnered with BIG in realising the company's first buildings in Japan. 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.”

Bjarke Ingels: Profile, comments

Bjarke Ingels is a Danish architect and the founder of BIG-Bjarke Ingels Group, a multidisciplinary design studio operating at the intersection of architecture, urbanism, landscape, and systems thinking. His work is driven by the belief that architecture can be a tool for turning fiction into fact—merging pragmatic solutions with utopian possibilities. Since founding BIG in 2005, Ingels has led projects that redefine typologies and challenge conventional constraints. From the figure-eight loop of 8 House in Copenhagen, to the hybrid pyramid-courtyard of VIA 57 West in Manhattan, to the skiable waste-to-energy plant CopenHill, his work proposes that sustainable cities can not only be better for the environment, but also more enjoyable to live in. Ingels has taught at Harvard, Yale, and Columbia, and is the author of Yes Is More, a graphic monograph on BIG’s design philosophy. His recognitions include the Knight’s Cross of the Order of the Dannebrog (Denmark), Chevalier de l’Ordre des Arts et des Lettres (France), the French National Grand Prix for Architecture (Grande Médaille d’Or), the Golden Lion at the Venice Biennale, the Louis I. Kahn Award, and the Aga Khan Award for Architecture, as well as being named one of TIME’s 100 Most Influential People.

Comment from Bjarke Ingels

“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; a place where fearless Futurism and deep traditional roots coexist in contrasting harmony. It has been an absolute architectural adventure to work with NOT A HOTEL to make this vision come to life. 

The archipelago around Sagishima is like a Japanese landscape painting. Steep rolling hills covered in lush green vegetation erupt from the tranquility of the Seto Inland Sea. The four pavilions are conceived as extensions of the dramatic topography. Hilltops and peninsulas, outcroppings and canyons are outlined by rammed earth walls and solar roofs to provide pavilions with 360-, 270-, 180-, and 90-degree views of the surrounding scenery. On one hand, each home is like an inhabited view, open, and extroverted. On the other, their spinal walls outline a private and protected space—open only to the sky. Traditional and modern, integrated and outstanding, Scandinavian and Japanese, the villas are architectural oxymorons embodying seemingly contradictory elements into a holistic hospitable whole.” 

Interview with Bjarke Ingels regarding the project:
https://www.youtube.com/watch?v=PnaIPuI2OH8

Overview of each villa: "180", "270", and "360"

“180”: A Japanesque space with a view of the Seto Inland Sea

Nestled on the northernmost cape of the peninsula, "180" boasts a gently curving architecture that follows the cliff face, offering panoramic views of the archipelago from every room. A Japanese garden unfolds in the courtyard, with gentle hills, mossy paths, and trees that change with the seasons. The innermost bedroom features a private open-air bath, and there is also a sauna and cold plunge pool overlooking the sea. The total area is 707.61 m2, with 4 bedrooms and a maximum occupancy of 8 people.

More details: https://notahotel.com/shop/setouchi/180

"270": A house of crystal-clear water, reminiscent of a floating island

Located on a hill in the northeastern part of the peninsula, “270” overlooks the Seto Inland Sea. The building's exterior is surrounded by ocean views, with a pool designed to resemble the sea and islands at its center. Every space feels enveloped in a gentle flow of water. The living and dining areas are surrounded by water. Fire spaces and outdoor relaxation areas are scattered around the pool like floating islands, and a mystical sauna is also provided inside a pod. The total area is 745.97 m2, with 4 bedrooms and a maximum occupancy of 10 people.

More details: https://notahotel.com/shop/setouchi/270

“360”: A mansion perched on a mountaintop, where people gather around the fire

Located atop the highest hill in the area, "360" deploys a ring-shaped architecture that conforms to the site and offers 360˚ views. A swimming pool lies at the tip, and a private courtyard unfolds where guests can enjoy BBQs and bonfires. Extensive use of large floor-to-ceiling windows and glass walls allows for a bright interior filled with natural light, enabling guests to experience the changing seasons and the stars in the night sky. The total area is 786.53 m2, with 4 bedrooms and a maximum occupancy of 10 people.

More details: https://notahotel.com/shop/setouchi/360

Seamless experience design that connects travel, stay, and experience

NOT A HOTEL SETOUCHI transcends the basic vacation home, serving as a base to provide owners with enhanced experiences across architecture, nature, food, activities, and the travel to get there.

On the Hiroshima mainland side, NOT A HOTEL has built a clubhouse/lounge where owners/guests can relax while waiting for departure to Sagishima Island. Large windows in the space introduces the Setouchi landscape before heading to the island.

After crossing to Sagishima Island by private cruiser, owners/guests will land on a private beach that opens up to the sea and the restaurant, Beach Terrace "90." NOT A HOTEL designed the entire experience—from arrival to villa stay—to be an integrated whole, where the inside and outside of the architecture, land and sea, are seamlessly connected.

CLUB HOUSE Details: https://notahotel.com/club-house/setouchi

To access the villas on Sagishima Island, NOT A HOTEL provides private boats and helicopters, ensuring high-quality access despite its remote island location. Furthermore in early summer 2027 NOT A HOTEL SETOUCHI is scheduled to begin operations of the SUNREEF 80 POWER NOT A GARAGE EDITION, which is sold as part of NOT A GARAGE. In addition, the company plans to start offering additional houseboat experiences before the summer of 2026.

Personalized food experiences and activities that introduce the charms of the region

NOT A HOTEL SETOUCHI will offer personalized services to help owners/guests fully experience the rich nature and culture of the Setouchi region.

For culinary experiences, we offer a variety of dining options that make the most of the abundant ingredients from the Seto Inland Sea, allowing you to fully enjoy the bounty of the sea and land. From private course dinners prepared by a dedicated chef and enjoyed in your villa, to teppanyaki served in the house, dining at the RESTAURANT 90 beach terrace, a special sunset dinner set against the backdrop of the private beach bathed in the evening light, a Japanese breakfast unique to the island, and even BBQ sets and meal kits to suit the extended stays, NOT A HOTEL offers a variety of dining experiences to choose from depending on owners/guests’ moods and how they want to spend their time. 

NOT A HOTEL also offers a full package of Experiences in SETOUCHI that connect owners/guests with the nature, culture, and craftspeople in the Setouchi region. These include private cruises to enjoy the beauty of the many islands from sunset to starry skies, as well as marine activities such as sea kayaking, SUP, and boat fishing to enjoy the island scenery. In addition, NOT A HOTEL provides many off-island day trips, including a bespoke denim experience at a denim workshop loved by long-established fashion houses, wellness programs at Miyajima's Daishoin Temple, and even art tours around Naoshima, Teshima, and Inujima.

https://www.youtube.com/watch?v=ibLceWNVpKw

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 fully-serviced 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.
Representatives: Shinji Hamauzu / Hiromune Eto
Established: April 1, 2020
URL: https://notahotel.com/
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