Pharrell and NIGO Introduction of JAPA VALLEY TOKYO in 2027
In the heart of Tokyo's Yurakucho district, a unique cultural and hospitality experience is set to unfold. JAPA VALLEY TOKYO, an ambitious collaboration between Pharrell Williams, NIGO, and the Japanese hospitality group NOT A HOTEL, is scheduled to open in 2027.
This project reimagines the relaxed luxury and social vibe of California’s wine country—specifically Napa Valley—through a Japanese cultural lens. Instead of focusing on vineyards and wine, JAPA VALLEY TOKYO emphasizes Japan’s finest sake breweries, blending traditional craftsmanship with contemporary creativity across fashion, food, sake, design, and art.
The concept envisions JAPA VALLEY as an urban cultural hub that moves away from NOT A HOTEL’s usual remote retreat model to an urban setting in central Tokyo. The complex will act as a vibrantly curated precinct that combines immersive art installations, high-end fashion pop-ups, culinary experiences, sake tastings, and design activations. A strong theme is the fusion of Zen aesthetics with futuristic elements, creating a creative playground for both locals and travelers.
Pharrell Williams and NIGO serve as co-chief visionaries and creative advisors, leveraging their longstanding friendship and cultural influence to shape the experience. The complex will also feature rotating cultural programs including original artwork by noted artists such as KAWS and evolving pop-ups by chefs and designers, promising a dynamic and meaningful urban sanctuary.
JAPA VALLEY TOKYO will offer a variety of experiences, from sake tastings and limited-edition drops to dinners and late-night sets. The site will translate Napa Valley's ease into a Japanese context, providing an all-day destination for visitors to immerse themselves in the fusion of art, fashion, food, and sake.
Yurakucho Park, where JAPA VALLEY TOKYO will be located, is scheduled to open in late 2026 as an interim activation. After the interim activation, a broader redevelopment of the park will follow. Timber arches, garden roofs, and floor-to-ceiling glass will be used in the design, creating a stunning visual spectacle.
This initiative marks NOT A HOTEL’s first venture into an urban environment, amplifying their innovative approach to hospitality with a wider audience appeal. JAPA VALLEY TOKYO will serve as a fresh template for mixing fashion, hospitality, and art in the heart of the city, fostering community engagement and dissolving boundaries between public and private spaces, locals and tourists, and art observers and participants.
In summary, JAPA VALLEY TOKYO is a limited-time, design-forward cultural precinct merging Japanese tradition and modern creativity through art, fashion, food, and sake, redefining urban hospitality in Tokyo’s Yurakucho district starting 2027.
- The urban cultural hub, JAPA VALLEY TOKYO, will showcase a blend of fashion and beauty, as it features high-end fashion pop-ups, along with art installations and design activations.
- In addition to entertainment offerings such as sake tastings and late-night sets, JAPA VALLEY TOKYO will also be a platform for celebrity influence, withrotating cultural programs featuring art by noted artists like KAWS and collaborations with celebrities yet to be announced.
