NOT A HOTEL to Begin Sales for “NOT A HOTEL SETOUCHI” in April 2026
On July 23, the high-end villa developer NOT A HOTEL, based in Shibuya, Tokyo, announced the launch of sales for “NOT A HOTEL SETOUCHI,” which will open in April 2026.
Three Villas with Bathhouses, Saunas, and Heated Infinity Pools
The names of the three villas—”180,” “270,” and “360”—reflect the angles of the views they offer. The ring-shaped “360” is situated on the highest hill, thus providing a 360-degree panoramic view of the land and sea of Setouchi. In addition to the four bedrooms, other amenities include a central courtyard ensuring privacy, a sauna room, and a pool. With a total floor area of 786.53 square meters, it can accommodate up to 10 people.
The villa’s design includes large windows and glass walls, therefore allowing abundant natural light and providing a bright, open space. Finally, the outdoor spaces include a private courtyard where guests can enjoy barbecues and a fire pit, with a pool at the end of the property.
Floating Island-Like “270” and Japanese-Style “180”
Firstly is the “270” villa, located on a hill in the northeastern part of the island, offers views of the Seto Inland Sea. In addition, a pool occupies the center of the villa, while a courtyard, a fire space, and an outdoor air bath area surround it. Furthermore, with a total area of 745.97 square meters and four bedrooms, the villa can accommodate up to 10 guests.
The villa’s unique design creates the illusion of being surrounded by water, with the pool resembling a floating island. A sauna is also included in the courtyard pod.
Secondly, is the “180” villa, located at the tip of a cape on the northern peninsula and is the closest to the sea of the three villas. Its design allows panoramic ocean views from every room. This villa has four bedrooms, a total area of 707.61 square meters, and can host up to eight guests.
Inspired by traditional Japanese aesthetics, the “180” villa features a Japanese garden in the central courtyard, showcasing seasonal trees. Moreover, each bedroom has its own private open-air bath and sauna, and the terrace is equipped with a cold plunge bath.
About NOT A HOTEL’s Business Model
They were founded in April 2020. Its name reflects the company’s unique business model. Instead of renting hotel rooms, the company sells hotels they’ve built directly to customers using a D2C approach. Buyers of these multi-million-yen properties can use them as personal residences while retaining the property as an asset. When the owners are not using the villa, they can rent it out as a hotel and generate income on a daily basis.
Future Prospects for NOT A HOTEL
Scheduled to begin sales this fall, “NOT A HOTEL TOKYO” will be directed by NIGO®, the Artistic Director of KENZO. The concept revolves around “expressing NIGO®’s mind in a NOT A HOTEL.” The villa will feature artwork curated by NIGO®, including a 5-meter-tall KAWS Companion sculpture on the roof and vintage chairs by Jean Prouvé. Additionally, the pool will feature HUMAN MADE®’s iconic duck, and there will be a traditional tea room inside. Although the villa is located in Futtsu, Chiba Prefecture, rather than Tokyo, CEO Shinji Hamauzu joked that it follows the “Disneyland model,” drawing laughter from the audience.
Expansion into the Global Market
This summer, NOT A HOTEL expanded its focus from Japanese customers to international markets by launching an English version of its official website on July 23. Under the theme “Your Home in Japan,” the company aims to sell high-end villas such as “NOT A HOTEL TOKYO,” “NOT A HOTEL RUSUTSU,” and “NOT A HOTEL SETOUCHI” to ultra-high-net-worth individuals with assets exceeding 10 billion yen. Meanwhile, they are focusing their initial sales efforts on the U.S., China, South Korea, and Singapore, and plan to expand into Europe in the future. Above all, the company hopes to establish NOT A HOTEL’s brand value globally by focusing on premium properties.
In further conjunction with this global expansion, the company announced it had raised approximately 5.5 billion yen in Series B funding, utilizing Japan’s J-Ships program for specific investors. They are also considering an IPO in the future. CEO Hamauzu stated, “We are finally ready to introduce NOT A HOTEL to the world. There are still many undiscovered places in Japan with untapped charm, and we hope to enhance the value of these regions with wonderful partners.”
Property Overview
- Name: NOT A HOTEL SETOUCHI 360 / 270 / 180
- Location: 2424-1 Mukaidano-ura, Sagiura-cho, Mihara City, Hiroshima Prefecture
- Transportation:
- 13 minutes by high-speed boat from Mihara Port to Sagi Port
- 17 minutes by ferry from Sunami Port to Mukai Port
- 13 minutes by car from Sagi Port to the hotel
- 7 minutes by car from Mukai Port to the hotel
- Land Area: 31,739.07㎡
- Indoor Area:
- 360: 302.61㎡
- 270: 285.96㎡
- 180: 309.33㎡
- Total Area (including indoor space, terrace, pool, and courtyard):
- 360: 786.53㎡
- 270: 745.97㎡
- 180: 707.61㎡
- Structure & Scale: Reinforced Concrete (partially Steel Frame), Single-Story Building
- Total Units: 3
- Floor Plan: 4 Bedrooms
- Guest Capacity:
- (360) 10 people
- (270) 10 people
- (180) 8 people
- Design:
- Design Architect & Basic Design: BIG (Bjarke Ingels Group)
- Detailed Design: Maeda Corporation
- Construction: Maeda Corporation
- Developer & Seller: NOT A HOTEL Inc.
- Management Company: NOT A HOTEL MANAGEMENT Inc. (planned)
About NOT A HOTEL Inc.
They offer high-end vacation homes under the concept “Your Home Around the World,” which combines world-class architectural design and creators with the comfort of IoT technology. A key feature is the network that allows owners to use not only their own property but all NOT A HOTEL locations. In addition, properties can be purchased as assets, similar to homes or vacation properties, with the option to purchase a share of the property starting from 10 days of use per year.
- Company Name: NOT A HOTEL Inc.
- CEO: Shinji Hamauzu
- Founded: April 1, 2020
- Business Activities: Planning, Sales, and Operation of NOT A HOTEL
- Website: https://www.notahotel.com/
- Newsletter: Register through the form at the bottom of the official website homepage.
- X (formerly Twitter): @notahotel_inc
- Facebook: @NOTAHOTEL.official
- Instagram: notahotel_official
- YouTube: https://www.youtube.com/@NOTAHOTEL
- Contact Form: https://notahotel.com/contact
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