{"id":1882018,"date":"2026-04-03T04:08:44","date_gmt":"2026-04-03T01:08:44","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1882018"},"modified":"2026-04-03T04:08:44","modified_gmt":"2026-04-03T01:08:44","slug":"bjarke-ingels-brings-fearless-futurism-to-japan-with-not-a-hotel-setouchi","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1882018","title":{"rendered":"Bjarke Ingels Brings Fearless Futurism to Japan With NOT A HOTEL Setouchi"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-000.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&#8221;]<\/p>\n<div class=\"col-post-body col\">\n<div class=\"row post-body\">\n<aside class=\"post-body-sidebar\">\n<div class=\"post-body-sidebar-upper\">\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Design\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\"><time>Apr 3, 2026<\/time><\/div>\n<ul class=\"post-body-sidebar-hype-comments-container list-unstyled d-none d-lg-block\">\n<li><span class=\"hype-count grey\"><br \/>\n             1.3K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<\/li>\n<li><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-sm-inline text\">Comments<\/span><\/span>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<\/li>\n<li><span class=\"text\">Save<\/span><\/li>\n<\/ul>\n<div class=\"post-body-sidebar-author d-none d-lg-block\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Joyce Li<\/span><\/div>\n<hr class=\"sidebar-divider d-none d-lg-block\">\n<div class=\"post-body-sidebar-share d-none d-lg-block\">\n<h6>Share this article<\/h6>\n<\/div>\n<\/div>\n<\/aside>\n<article class=\"post-body-article\">\n<div class=\"post-gallery-container small inner-media\">\n<div class=\"gallery-container post-gallery-contain\">\n<div class=\"hb-gallery before-booted full-screen-enabled  \" 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general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"2\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-001.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">2 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"3\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div 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data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-003.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">4 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"5\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-004.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">5 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"6\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-005.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">6 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"7\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-006.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">7 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"8\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-007.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">8 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"9\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-008.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">9 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"10\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-009.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">10 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"11\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-010.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">11 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"12\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-011.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">12 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"13\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-012.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">13 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"14\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-013.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">14 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"15\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-014.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">15 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"16\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-015.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">16 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"17\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-016.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">17 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"18\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-017.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">18 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"19\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-018.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">19 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"20\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-019.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">20 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"21\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-020.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">21 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"22\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-021.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">22 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"23\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-022.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">23 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"24\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-023.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">24 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"25\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-024.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">25 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"26\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-025.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">26 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"27\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-026.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">27 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"28\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-027.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">28 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"29\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">29 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit \">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Design<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 3, 2026<\/time><\/span><\/div>\n<\/div>\n<div class=\"post-body-top-bar-hype-comments-container \"><span class=\"hype-count grey\"><br \/>\n             1.3K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<p><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<p><span class=\"text\">Save<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"post-body-content\">\n<p><strong>Summary<\/strong><\/p>\n<ul>\n<li>NOT A HOTEL has officially commenced operations for its highly anticipated SETOUCHI property, located on Sagishima Island in the Hiroshima Prefecture<\/li>\n<li>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<\/li>\n<li>Accessible via speedboat and helicopter, fractional owners can now enjoy three distinct villas named \u201c360,\u201d \u201c270,\u201d and \u201c180\u201d based on their panoramic views of the Seto Inland Sea<\/li>\n<\/ul>\n<p>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\u2014accessible to its owners by speedboat or helicopter\u2014features 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).<\/p>\n<p>Masterfully bridging the gap between fearless futurism and deep traditional roots, the architecture builds directly on the region\u2019s 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\u2019s natural topography.\n<\/p>\n<p>The three villas are appropriately named \u201c360,\u201d \u201c270,\u201d and \u201c180,\u201d directly corresponding to their locations and the angles of their sweeping views over the tranquil Seto Inland Sea.\n<\/p>\n<p>\u201cNOT 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,\u201d shared Bjarke Ingels. \u201cThe archipelago around Sagishima is like a Japanese landscape painting\u2026 Traditional and modern, integrated and outstanding, Scandinavian and Japanese, the villas are architectural oxymorons embodying seemingly contradictory elements into a holistic hospitable whole.\u201d\n<\/p>\n<p>During the construction process, NOT A HOTEL pre-sold fractional ownership of the property. Under the company\u2019s 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.\n<\/p>\n<p>\u201cWe are beyond honoured to have partnered with BIG in realising the company\u2019s first buildings in Japan,\u201d stated Shinji Hamauzu, Founder and Co-CEO of NOT A HOTEL. \u201cThis is a landmark moment for NOT A HOTEL\u2019s mission to make Japan even more valuable, and we are sure that BIG\u2019s three SETOUCHI villas will provide their owners with unprecedented experiences for years to come.\u201d\n<\/p>\n<p>Operations for NOT A HOTEL SETOUCHI officially begun with the three luxury villas now fully open to their fractional owners.<\/p>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/div>\n<footer>\n<div class=\"related-stories-main-wrapper\">\n<h3>Related Stories<\/h3>\n<div 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Don\u2019t miss out on the latest news by signing up for our newsletters.<\/h3>\n<div class=\"terms\">By subscribing, you agree to our Terms of Use and Privacy Policy.<\/div>\n<\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Joyce Li<\/span><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    JapanBjarke Ingels GroupBjarke IngelsNot A Hotel\n                                                            <\/p><\/div>\n<\/div>\n<\/footer>\n<\/article>\n<\/div>\n<div id=\"post-footer\" class=\"post-footer row\">\n<div class=\"col-shopping-break\">\n<hr>\n<\/div>\n<div class=\"col-comments\">\n<div id=\"comments\" class=\"post-comments none \">\n<header>\n<div class=\"heading\"><span class=\"comment-count\">0<\/span><span>Comments<\/span><\/div>\n<div class=\"comment-dropdown-tooltip\">\n<ul>\n<li>\n<li><\/ul>\n<\/div>\n<\/header>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"row post-body\">\n<aside class=\"post-body-sidebar\">\n<div class=\"post-body-sidebar-upper\">\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Design\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\"><time>Apr 3, 2026<\/time><\/div>\n<ul class=\"post-body-sidebar-hype-comments-container list-unstyled d-none d-lg-block\">\n<li><span class=\"hype-count grey\"><br \/>\n             1.3K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<\/li>\n<li><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-sm-inline text\">Comments<\/span><\/span>\n<div 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Now\"}},{\"image\":{\"description\":\"\",\"caption\":\"\",\"image_caption\":null,\"small\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max\",\"medium\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max\",\"large\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max\",\"xlarge\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max\",\"full\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max\"},\"src\":\"https:\/\/hypebeast.com\/image\/2026\/04\/02\/bjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg\",\"alt\":\"Bjarke Ingels Brings Fearless Futurism to Japan With NOT A HOTEL Setouchi\",\"width\":1400,\"height\":933,\"credit\":\"Kenta Hasegawa\/NOT A HOTEL\",\"caption\":\"\",\"creditKey\":\"general\",\"description\":\"\",\"annotations\":null,\"shop\":{\"url\":null,\"label\":\"Shop Now\"}}]'>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"1\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-tw.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">1 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"2\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-001.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">2 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"3\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-002.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">3 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"4\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-003.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">4 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"5\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-004.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">5 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"6\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-005.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">6 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"7\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-006.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">7 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"8\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-007.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">8 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"9\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-008.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">9 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"10\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-009.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">10 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"11\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-010.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">11 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"12\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-011.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">12 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"13\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-012.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">13 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"14\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-013.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">14 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"15\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-014.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">15 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"16\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-015.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">16 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"17\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-016.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">17 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"18\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-017.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">18 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"19\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-018.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">19 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"20\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-019.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">20 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"21\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-020.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">21 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"22\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-021.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">22 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"23\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-022.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">23 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"24\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-023.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">24 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"25\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-024.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">25 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"26\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-025.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">26 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"27\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-026.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">27 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"28\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-027.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">28 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"29\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">29 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit \">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Design<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 3, 2026<\/time><\/span><\/div>\n<\/div>\n<div class=\"post-body-top-bar-hype-comments-container \"><span class=\"hype-count grey\"><br \/>\n             1.3K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<p><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<p><span class=\"text\">Save<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"post-body-content\">\n<p><strong>Summary<\/strong><\/p>\n<ul>\n<li>NOT A HOTEL has officially commenced operations for its highly anticipated SETOUCHI property, located on Sagishima Island in the Hiroshima Prefecture<\/li>\n<li>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<\/li>\n<li>Accessible via speedboat and helicopter, fractional owners can now enjoy three distinct villas named \u201c360,\u201d \u201c270,\u201d and \u201c180\u201d based on their panoramic views of the Seto Inland Sea<\/li>\n<\/ul>\n<p>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\u2014accessible to its owners by speedboat or helicopter\u2014features 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).<\/p>\n<p>Masterfully bridging the gap between fearless futurism and deep traditional roots, the architecture builds directly on the region\u2019s 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\u2019s natural topography.\n<\/p>\n<p>The three villas are appropriately named \u201c360,\u201d \u201c270,\u201d and \u201c180,\u201d directly corresponding to their locations and the angles of their sweeping views over the tranquil Seto Inland Sea.\n<\/p>\n<p>\u201cNOT 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,\u201d shared Bjarke Ingels. \u201cThe archipelago around Sagishima is like a Japanese landscape painting\u2026 Traditional and modern, integrated and outstanding, Scandinavian and Japanese, the villas are architectural oxymorons embodying seemingly contradictory elements into a holistic hospitable whole.\u201d\n<\/p>\n<p>During the construction process, NOT A HOTEL pre-sold fractional ownership of the property. Under the company\u2019s 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.\n<\/p>\n<p>\u201cWe are beyond honoured to have partnered with BIG in realising the company\u2019s first buildings in Japan,\u201d stated Shinji Hamauzu, Founder and Co-CEO of NOT A HOTEL. \u201cThis is a landmark moment for NOT A HOTEL\u2019s mission to make Japan even more valuable, and we are sure that BIG\u2019s three SETOUCHI villas will provide their owners with unprecedented experiences for years to come.\u201d\n<\/p>\n<p>Operations for NOT A HOTEL SETOUCHI officially begun with the three luxury villas now fully open to their fractional owners.<\/p>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/div>\n<footer>\n<div class=\"related-stories-main-wrapper\">\n<h3>Related Stories<\/h3>\n<div 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data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F03%2F13%2Fazumi-japan-opening-of-azuma-farm-koiwai-iwate-prefecture-opening-announcement-000.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=375&amp;h=250 1x, https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F03%2F13%2Fazumi-japan-opening-of-azuma-farm-koiwai-iwate-prefecture-opening-announcement-000.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=500&amp;h=333 2x\" \/><\/div>\n<div class=\"post-box-content-container\">\n<div class=\"post-box-content-title\">\n<h2><span>Azumi Japan Announces the Opening of Azuma Farm Koiwai in Iwate Prefecture<\/span><\/h2>\n<\/div>\n<div class=\"post-box-content-excerpt\">\n                                Legendary Aman founder Adrian Zecha returns with a nature-focused resort designed to celebrate the \u201cfarm life.\u201d\n                        <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide\">\n<div id=\"city-related-post-2\">\n<div id=\"post-6687941\" class=\"post-box-container city-box \" data-permalink=\"https:\/\/hypebeast.com\/2026\/3\/schemata-architects-le-labo-tokyo-flagship-store-reimagined-tactile-wood-concrete-design\" data-title=\"Schemata Architects Reimagines Le Labo's Tokyo Flagship With Tactile Wood and Concrete\" data-post-box data-layer-item-id=\"6687941\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\">\n<div class=\"post-box-image-container fixed-ratio-3-2\"><source media=\"(max-width: 768px)\" data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F03%2F11%2Fschemata-architects-le-labo-tokyo-flagship-store-reimagined-tactile-wood-concrete-design-000.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=375&amp;h=250 1x, https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F03%2F11%2Fschemata-architects-le-labo-tokyo-flagship-store-reimagined-tactile-wood-concrete-design-000.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=500&amp;h=333 2x\" \/><\/div>\n<div class=\"post-box-content-container\">\n<div class=\"post-box-content-title\">\n<h2><span>Schemata Architects Reimagines Le Labo&#8217;s Tokyo Flagship With Tactile Wood and Concrete<\/span><\/h2>\n<\/div>\n<div class=\"post-box-content-excerpt\">\n                                Emphasizing the craft of perfume-making, the striking renovation blends industrial energy with natural tranquility in the Daikanyama neighborhood.\n                        <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>    Looking for more suggestions for Japan?<\/p><\/div>\n<div class=\"article-email-signup-wrapper impression-tracker\">\n<h3>We got you covered. Don\u2019t miss out on the latest news by signing up for our newsletters.<\/h3>\n<div class=\"terms\">By subscribing, you agree to our Terms of Use and Privacy Policy.<\/div>\n<\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Joyce Li<\/span><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    JapanBjarke Ingels GroupBjarke IngelsNot A Hotel\n                                                            <\/p><\/div>\n<\/div>\n<\/footer>\n<\/article>\n<\/div>\n<div class=\"post-body-sidebar-upper\">\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Design\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\"><time>Apr 3, 2026<\/time><\/div>\n<ul class=\"post-body-sidebar-hype-comments-container list-unstyled d-none d-lg-block\">\n<li><span class=\"hype-count grey\"><br \/>\n             1.3K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<\/li>\n<li><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-sm-inline text\">Comments<\/span><\/span>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<\/li>\n<li><span class=\"text\">Save<\/span><\/li>\n<\/ul>\n<div class=\"post-body-sidebar-author d-none d-lg-block\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Joyce Li<\/span><\/div>\n<hr class=\"sidebar-divider d-none d-lg-block\">\n<div class=\"post-body-sidebar-share d-none d-lg-block\">\n<h6>Share this article<\/h6>\n<\/div>\n<\/div>\n<div class=\"post-body-sidebar-category d-none d-lg-block\">\n<p>    Design\n                                                                                                    <\/p><\/div>\n<div class=\"post-body-sidebar-published d-none d-lg-block\"><time>Apr 3, 2026<\/time><\/div>\n<div class=\"post-body-sidebar-author d-none d-lg-block\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Joyce Li<\/span><\/div>\n<div class=\"post-body-sidebar-share d-none d-lg-block\">\n<h6>Share this article<\/h6>\n<\/div>\n<article class=\"post-body-article\">\n<div class=\"post-gallery-container small inner-media\">\n<div class=\"gallery-container post-gallery-contain\">\n<div class=\"hb-gallery before-booted full-screen-enabled  \" data-images='[{\"image\":{\"description\":\"\",\"caption\":\"\",\"image_caption\":null,\"small\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-tw.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max\",\"medium\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-tw.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max\",\"large\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-tw.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max\",\"xlarge\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-tw.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max\",\"full\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-tw.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max\"},\"src\":\"https:\/\/hypebeast.com\/image\/2026\/04\/02\/bjarke-ingels-not-a-hotel-setouchi-opening-info-tw.jpg\",\"alt\":\"Bjarke Ingels Brings Fearless Futurism to Japan With NOT A HOTEL Setouchi\",\"width\":1400,\"height\":700,\"credit\":\"Kenta Hasegawa\/NOT A HOTEL\",\"caption\":\"\",\"creditKey\":\"general\",\"description\":\"\",\"annotations\":null,\"shop\":{\"url\":null,\"label\":\"Shop 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Ingels Brings Fearless Futurism to Japan With NOT A HOTEL Setouchi\",\"width\":1400,\"height\":933,\"credit\":\"Kenta Hasegawa\/NOT A HOTEL\",\"caption\":\"\",\"creditKey\":\"general\",\"description\":\"\",\"annotations\":null,\"shop\":{\"url\":null,\"label\":\"Shop Now\"}},{\"image\":{\"description\":\"\",\"caption\":\"\",\"image_caption\":null,\"small\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?w=480&amp;cbr=1&amp;q=90&amp;fit=max\",\"medium\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?w=720&amp;cbr=1&amp;q=90&amp;fit=max\",\"large\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max\",\"xlarge\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max\",\"full\":\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?w=1440&amp;cbr=1&amp;q=90&amp;fit=max\"},\"src\":\"https:\/\/hypebeast.com\/image\/2026\/04\/02\/bjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg\",\"alt\":\"Bjarke Ingels Brings Fearless Futurism to Japan With NOT A HOTEL Setouchi\",\"width\":1400,\"height\":933,\"credit\":\"Kenta Hasegawa\/NOT A HOTEL\",\"caption\":\"\",\"creditKey\":\"general\",\"description\":\"\",\"annotations\":null,\"shop\":{\"url\":null,\"label\":\"Shop Now\"}}]'>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"1\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-tw.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">1 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"2\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-001.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">2 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"3\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-002.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">3 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"4\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-003.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">4 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"5\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-004.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">5 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"6\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-005.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">6 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"7\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-006.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">7 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"8\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-007.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">8 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"9\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-008.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">9 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"10\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-009.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">10 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"11\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-010.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">11 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"12\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-011.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">12 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"13\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-012.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">13 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"14\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-013.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">14 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"15\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-014.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">15 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"16\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-015.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">16 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"17\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-016.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">17 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"18\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-017.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">18 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"19\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-018.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">19 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"20\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-019.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">20 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"21\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-020.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">21 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"22\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-021.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">22 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"23\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-022.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">23 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"24\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-023.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">24 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"25\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-024.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">25 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"26\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-025.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">26 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"27\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-026.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">27 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"28\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-027.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">28 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit general-general\">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"carousel-cell landscape\" data-gallery-index=\"29\">\n<div class=\"carousel-cell-inner-wrapper\">\n<div class=\"carousel-cell-image-wrapper annotation-container fixed-ratio-3-2\">\n                                                                                                        <source data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-028.jpg?q=90&amp;w=1400&amp;cbr=1&amp;fit=max\" media=\"(min-width: 1260px)\" \/><\/div>\n<p><span class=\"gallery-image-index\"><span class=\"image-index \">29 of 29<\/span><\/span><\/p>\n<div class=\"gallery-meta-container credit-wrapper\">\n<div class=\"credit \">Kenta Hasegawa\/Not A Hotel<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Design<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 3, 2026<\/time><\/span><\/div>\n<\/div>\n<div class=\"post-body-top-bar-hype-comments-container \"><span class=\"hype-count grey\"><br \/>\n             1.3K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<p><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<p><span class=\"text\">Save<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"post-body-content\">\n<p><strong>Summary<\/strong><\/p>\n<ul>\n<li>NOT A HOTEL has officially commenced operations for its highly anticipated SETOUCHI property, located on Sagishima Island in the Hiroshima Prefecture<\/li>\n<li>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<\/li>\n<li>Accessible via speedboat and helicopter, fractional owners can now enjoy three distinct villas named \u201c360,\u201d \u201c270,\u201d and \u201c180\u201d based on their panoramic views of the Seto Inland Sea<\/li>\n<\/ul>\n<p>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\u2014accessible to its owners by speedboat or helicopter\u2014features 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).<\/p>\n<p>Masterfully bridging the gap between fearless futurism and deep traditional roots, the architecture builds directly on the region\u2019s 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\u2019s natural topography.\n<\/p>\n<p>The three villas are appropriately named \u201c360,\u201d \u201c270,\u201d and \u201c180,\u201d directly corresponding to their locations and the angles of their sweeping views over the tranquil Seto Inland Sea.\n<\/p>\n<p>\u201cNOT 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,\u201d shared Bjarke Ingels. \u201cThe archipelago around Sagishima is like a Japanese landscape painting\u2026 Traditional and modern, integrated and outstanding, Scandinavian and Japanese, the villas are architectural oxymorons embodying seemingly contradictory elements into a holistic hospitable whole.\u201d\n<\/p>\n<p>During the construction process, NOT A HOTEL pre-sold fractional ownership of the property. Under the company\u2019s 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.\n<\/p>\n<p>\u201cWe are beyond honoured to have partnered with BIG in realising the company\u2019s first buildings in Japan,\u201d stated Shinji Hamauzu, Founder and Co-CEO of NOT A HOTEL. \u201cThis is a landmark moment for NOT A HOTEL\u2019s mission to make Japan even more valuable, and we are sure that BIG\u2019s three SETOUCHI villas will provide their owners with unprecedented experiences for years to come.\u201d\n<\/p>\n<p>Operations for NOT A HOTEL SETOUCHI officially begun with the three luxury villas now fully open to their fractional owners.<\/p>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/div>\n<footer>\n<div class=\"related-stories-main-wrapper\">\n<h3>Related Stories<\/h3>\n<div class=\"stories-container\" data-layer-list-name=\"related_stories\" data-layer-list-offset=\"0\" data-layer-list-child-selector=\".story-item\">\n<div class=\"story-item\" data-layer-item-id=\"6703502\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>Michelin-Starred Udatsu Sushi Lineage Continues With New HISASHI SUSHI in Omotesando\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6704323\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>WORKSOUT Opens Its First Japanese Flagship in Tokyo&#8217;s Aoyama\n                                                                        <\/div>\n<div class=\"story-item\" data-layer-item-id=\"6701147\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\"><span>&gt;<\/span>For Knoll, Dozie Kanu Turns Furniture into Feeling\n                                                                        <\/div>\n<\/div>\n<\/div>\n<div class=\"city-related-posts-wrapper\" id=\"post-body-city-related-post\">\n<h3>\n        Find out more for Japan<br \/>\n    <\/h3>\n<div class=\"swiper-container\">\n<div class=\"swiper-wrapper\">\n<div class=\"swiper-slide\">\n<div id=\"city-related-post-1\">\n<div id=\"post-6689443\" class=\"post-box-container city-box \" data-permalink=\"https:\/\/hypebeast.com\/2026\/3\/azumi-japan-opening-of-azuma-farm-koiwai-iwate-prefecture-opening-announcement\" data-title=\"Azumi Japan Announces the Opening of Azuma Farm Koiwai in Iwate Prefecture\" data-post-box data-layer-item-id=\"6689443\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\">\n<div class=\"post-box-image-container fixed-ratio-3-2\"><source media=\"(max-width: 768px)\" data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F03%2F13%2Fazumi-japan-opening-of-azuma-farm-koiwai-iwate-prefecture-opening-announcement-000.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=375&amp;h=250 1x, https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F03%2F13%2Fazumi-japan-opening-of-azuma-farm-koiwai-iwate-prefecture-opening-announcement-000.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=500&amp;h=333 2x\" \/><\/div>\n<div class=\"post-box-content-container\">\n<div class=\"post-box-content-title\">\n<h2><span>Azumi Japan Announces the Opening of Azuma Farm Koiwai in Iwate Prefecture<\/span><\/h2>\n<\/div>\n<div class=\"post-box-content-excerpt\">\n                                Legendary Aman founder Adrian Zecha returns with a nature-focused resort designed to celebrate the \u201cfarm life.\u201d\n                        <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"swiper-slide\">\n<div id=\"city-related-post-2\">\n<div id=\"post-6687941\" class=\"post-box-container city-box \" data-permalink=\"https:\/\/hypebeast.com\/2026\/3\/schemata-architects-le-labo-tokyo-flagship-store-reimagined-tactile-wood-concrete-design\" data-title=\"Schemata Architects Reimagines Le Labo's Tokyo Flagship With Tactile Wood and Concrete\" data-post-box data-layer-item-id=\"6687941\" data-layer-item-blog-id=\"1\" data-layer-item-type=\"post\">\n<div class=\"post-box-image-container fixed-ratio-3-2\"><source media=\"(max-width: 768px)\" data-srcset=\"https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F03%2F11%2Fschemata-architects-le-labo-tokyo-flagship-store-reimagined-tactile-wood-concrete-design-000.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=375&amp;h=250 1x, https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F03%2F11%2Fschemata-architects-le-labo-tokyo-flagship-store-reimagined-tactile-wood-concrete-design-000.jpg?fit=max&amp;cbr=1&amp;q=90&amp;w=500&amp;h=333 2x\" \/><\/div>\n<div class=\"post-box-content-container\">\n<div class=\"post-box-content-title\">\n<h2><span>Schemata Architects Reimagines Le Labo&#8217;s Tokyo Flagship With Tactile Wood and Concrete<\/span><\/h2>\n<\/div>\n<div class=\"post-box-content-excerpt\">\n                                Emphasizing the craft of perfume-making, the striking renovation blends industrial energy with natural tranquility in the Daikanyama neighborhood.\n                        <\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>    Looking for more suggestions for Japan?<\/p><\/div>\n<div class=\"article-email-signup-wrapper impression-tracker\">\n<h3>We got you covered. Don\u2019t miss out on the latest news by signing up for our newsletters.<\/h3>\n<div class=\"terms\">By subscribing, you agree to our Terms of Use and Privacy Policy.<\/div>\n<\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Joyce Li<\/span><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    JapanBjarke Ingels GroupBjarke IngelsNot A Hotel\n                                                            <\/p><\/div>\n<\/div>\n<\/footer>\n<\/article>\n<div id=\"post-body-top-bar\" class=\"post-body-top-bar d-block d-lg-none\">\n<div class=\"row\">\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Design<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 3, 2026<\/time><\/span><\/div>\n<\/div>\n<div class=\"post-body-top-bar-hype-comments-container \"><span class=\"hype-count grey\"><br \/>\n             1.3K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<p><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<p><span class=\"text\">Save<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"post-body-top-bar-share-meta-container\">\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Design<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 3, 2026<\/time><\/span><\/div>\n<\/div>\n<div class=\"post-body-top-bar-meta\"><span class=\"post-body-top-bar-category\"><\/p>\n<p>    Design<br \/>\n                                                    <\/span><span class=\"post-body-top-bar-published\"><time>Apr 3, 2026<\/time><\/span><\/div>\n<div class=\"post-body-top-bar-hype-comments-container \"><span class=\"hype-count grey\"><br \/>\n             1.3K<br \/>\n    <\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Views<\/span><\/div>\n<p><span class=\"disqus-comment-count\"><span>0<\/span><span>\u00a0<\/span><span class=\"d-none d-none text\">Comments<\/span><\/span><\/p>\n<div class=\"floating-tooltip\" role=\"tooltip\"><span>Comments<\/span><\/div>\n<p><span class=\"text\">Save<\/span><\/div>\n<div class=\"post-body-content\">\n<p><strong>Summary<\/strong><\/p>\n<ul>\n<li>NOT A HOTEL has officially commenced operations for its highly anticipated SETOUCHI property, located on Sagishima Island in the Hiroshima Prefecture<\/li>\n<li>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<\/li>\n<li>Accessible via speedboat and helicopter, fractional owners can now enjoy three distinct villas named \u201c360,\u201d \u201c270,\u201d and \u201c180\u201d based on their panoramic views of the Seto Inland Sea<\/li>\n<\/ul>\n<p>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\u2014accessible to its owners by speedboat or helicopter\u2014features 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).<\/p>\n<p>Masterfully bridging the gap between fearless futurism and deep traditional roots, the architecture builds directly on the region\u2019s 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\u2019s natural topography.\n<\/p>\n<p>The three villas are appropriately named \u201c360,\u201d \u201c270,\u201d and \u201c180,\u201d directly corresponding to their locations and the angles of their sweeping views over the tranquil Seto Inland Sea.\n<\/p>\n<p>\u201cNOT 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,\u201d shared Bjarke Ingels. \u201cThe archipelago around Sagishima is like a Japanese landscape painting\u2026 Traditional and modern, integrated and outstanding, Scandinavian and Japanese, the villas are architectural oxymorons embodying seemingly contradictory elements into a holistic hospitable whole.\u201d\n<\/p>\n<p>During the construction process, NOT A HOTEL pre-sold fractional ownership of the property. Under the company\u2019s 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.\n<\/p>\n<p>\u201cWe are beyond honoured to have partnered with BIG in realising the company\u2019s first buildings in Japan,\u201d stated Shinji Hamauzu, Founder and Co-CEO of NOT A HOTEL. \u201cThis is a landmark moment for NOT A HOTEL\u2019s mission to make Japan even more valuable, and we are sure that BIG\u2019s three SETOUCHI villas will provide their owners with unprecedented experiences for years to come.\u201d\n<\/p>\n<p>Operations for NOT A HOTEL SETOUCHI officially begun with the three luxury villas now fully open to their fractional owners.<\/p>\n<div class=\"show-article\">\n<p>                                                            Read Full Article<\/p><\/div>\n<\/div>\n<div class=\"post-body-author d-block d-lg-none\">\n<hr class=\"sidebar-divider share-divider\">\n<h6>Text By<\/h6>\n<p><span class=\"author-name\">Joyce Li<\/span><\/div>\n<div class=\"post-body-share d-block d-lg-none\">\n<hr class=\"sidebar-divider\">\n<h6>Share this article<\/h6>\n<\/div>\n<div class=\"post-body-content-tags\">\n<div class=\"body collapsed\">\n<p>    JapanBjarke Ingels GroupBjarke IngelsNot A Hotel\n                                                            <\/p><\/div>\n<\/div>\n<p>[analyse_source url=&#8221;https:\/\/hypebeast.com\/2026\/4\/bjarke-ingels-not-a-hotel-setouchi-opening-info&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/image-cdn.hypb.st\/https%3A%2F%2Fhypebeast.com%2Fimage%2F2026%2F04%2F02%2Fbjarke-ingels-not-a-hotel-setouchi-opening-info-000.jpg?w=1080&amp;cbr=1&amp;q=90&amp;fit=max&#8221;] Design Apr 3, 2026 1.3K Views 0\u00a0Comments Comments Save Text By Joyce Li Share this article 1 of 29 Kenta Hasegawa\/Not A Hotel 2 of 29 Kenta Hasegawa\/Not A Hotel 3 of 29 Kenta Hasegawa\/Not A Hotel 4 of 29 Kenta Hasegawa\/Not A Hotel 5 of 29 Kenta Hasegawa\/Not A Hotel 6 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[226,39],"class_list":["post-1882018","post","type-post","status-publish","format-standard","hentry","category-politics","tag-crawlmanager","tag-hypebeast-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1882018","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1882018"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1882018\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1882018"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1882018"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1882018"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}