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Fresh off their appointment as NOT A HOTEL creative advisors, Pharrell Williams and NIGO have unveiled plans for JAPA VALLEY TOKYO — a groundbreaking cultural complex set to open in 2027.
Inspired by the serenity of California’s wine country, JAPA VALLEY TOKYO trades in Napa Valley wine for craft sake brews, viewed through a distinctly Japanese lens. Located in Yurakucho Park, the project is envisioned as a “visionary art, retail and hospitality precinct” — blending fashion, food, and design through a rotating lineup of immersive pop-ups.
In a bold move, this marks the first urban project by NOT A HOTEL, breaking from their getaway-focused model to create a city-centered creative playground. The mission? To “weave art into the fabric of daily life.”
Early concept renderings reveal a maze of arched, timber-clad structures, topped with lush green roofing and framed by floor-to-ceiling windows. At the heart of the site lies a reclining COMPANION sculpture by KAWS, injecting a sense of whimsy and scale into the vision. The New York-based artist has previously collaborated with NIGO on his cliffside NOT A HOTEL home, curating an exclusive collection of artworks.
JAPA VALLEY TOKYO is slated for a limited-time opening in 2027. Stay tuned — Tokyo’s next cultural epicenter is taking shape.