A new era of creativity is coming to Tokyo, led by Pharrell Williams and NIGO, with the announcement of JAPA VALLEY TOKYO, a groundbreaking cultural complex slated to open in 2027. Designed as a visionary fusion of art, fashion, design, and gastronomy, the project marks a striking departure from NOT A HOTEL’s usual remote retreat model — this time, placing innovation at the heart of the city.
Pharrell Williams designer vision brings Napa-inspired experience to Tokyo
As newly appointed creative advisors for NOT A HOTEL, Pharrell Williams and NIGO are bringing their decades-long creative synergy to an ambitious new format. JAPA VALLEY TOKYO takes inspiration from California’s iconic Napa Valley and reinterprets it through a Japanese lens — swapping wine culture for the refined craft of sake brewing.
Situated in the upcoming Yurakucho Park, the development reimagines hospitality for the urban traveler. A rotating program of high-end fashion pop-ups, culinary experiences, and design interventions will animate the space, offering a fresh way to integrate creativity into everyday life.
Early concept renderings reveal a dreamlike landscape: a network of arched, timber-clad structures with green rooftops and expansive floor-to-ceiling windows designed to immerse visitors in light, calm, and natural flow. This architectural rhythm mirrors the project’s ethos — one of harmony between the organic and the designed.
At the center of the site will rest a monumental reclining COMPANION sculpture by KAWS, anchoring the hectare-sized complex with a moment of playful serenity. The renowned New York-based artist, who previously collaborated with NIGO on a private NOT A HOTEL residence, will also curate selected artworks across the space.
Pharrell Williams and NIGO reimagine the cultural complex
Described by its creators as a creative playground, JAPA VALLEY TOKYO isn’t just a physical destination — it’s a statement about what culture can become when boundaries dissolve. By blending art, fashion, music, and hospitality, Pharrell and NIGO aim to offer visitors a transformative encounter with creativity in daily life.
Set to launch in 2027 for a limited time at the former Shin-Yurakucho Building site, the project represents a bold redefinition of the cultural complex — one that could reshape how we experience cities, spaces, and storytelling.
Images courtesy of NOT A HOTEL