The Architectural Process of NOT A HOTEL

NOT A HOTEL DESIGN COMPETITION 2026

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The "NOT A HOTEL DESIGN COMPETITION 2026" marks the second iteration of this vision. It is a competition that flings the doors wide open for the next generation, targeting architects and creators under the age of 40, regardless of whether they hold a formal first-class architect license. Having collaborated with numerous world-renowned creators to craft new experiences across Japan, what kind of architecture does NOT A HOTEL ultimately pursue? We explore the essence of their craft through the words of "NOT A HOTEL ARCHITECTS," the in-house architectural team that drives these projects in partnership with diverse external creators.

1Architecture That Makes Japan Even More Valuable

2CG Visualizations That Communicate a Worldview

3The Balance of Creating the "Daily" to Support the "Extraordinary"

4Maximizing the Value of Architecture

5Collaboration to Co-Create a Brand

Architecture That Makes Japan Even More Valuable

For NOT A HOTEL, the site where architecture stands is of paramount importance. Many have likely witnessed the dramatic sight of stylish modern architecture rising amidst lush natural landscapes, such as "RUSUTSU," released in 2025. According to Hiroki Haji, Project Manager at NOT A HOTEL ARCHITECTS, the company’s primary focus when selecting a site is "discovering hidden potential." “NOT A HOTEL operates under the corporate mission of ‘making Japan even more valuable.’ What is essential is paying respect to the natural environment—its vegetation and topography—while working alongside architects and creators to unearth and amplify the hidden charm and potential unique to that land, such as its views and location, and promoting it on a global scale.” — Haji By discovering lands filled with untapped potential sleeping across Japan, we can communicate their allure to a wider audience through the power of architecture and design. Creating attractive destinations draws people in and enriches the surrounding community, ultimately forming a circular economy that involves the entire region. The site for this competition, Yakushima, is also a land brimming with hidden potential. Located on a mountain slope, it is characterized by high rainfall and a rich ecosystem where one can feel the shifting of the four seasons. Proposals are sought that capture these characteristics and work to elevate the value of Yakushima itself.

CG Visualizations That Communicate a Worldview

How does one express and communicate the architecture that will stand on these carefully selected sites? That role is fulfilled by photorealistic 3D renderings. Today, for many architects, CG rendering is a routine part of the design process, serving various purposes from rough studies to final presentations. NOT A HOTEL also places immense importance on these visualizations, boasting a quality that can easily be mistaken for photography. However, these are more than just "presentation materials." The most crucial element is to communicate the "worldview" of the architecture before it is finished, sparking excitement in the viewer. Given a business model where sales begin and buyers are sought before the building is completed, 3D renders serve as a vital communication tool to convey the actual space, the experience, and the inherent charm of the project. According to CG artist Hikari Makino, architectural visualization is about "directing information" and "expressing an experience." Beyond mere aesthetic beauty, it must show "what one should feel in that place." For instance, at "MINAKAMI TOJI" in Minakami, Gunma Prefecture, the team drew inspiration from a landscape featuring a beautiful moon, creating visuals where lighting themed after the full moon left a lasting impression. The renders for "RUSUTSU," perched atop a ski resort in Hokkaido, allow one to instantly envision a stay defined by private views of Mt. Yotei and seamless ski-out access. These visualizations express not just the architecture itself, but the allure of the land and the emotions that will be stirred there. While CG imagery is a powerful mode of expression, this competition does not judge the proficiency of the renderings themselves, but rather the architectural design derived from an experience that can only be found in that specific location. It is essential to appropriately demonstrate architectural features such as spatial composition, material selection, and the relationship with the site.

The Balance of Creating the "Daily" to Support the "Extraordinary"

Despite collaborating with various creators, every space NOT A HOTEL creates embodies an environment that is "neither a vacation home nor a hotel." One of the elements supporting this is the design of the visible details. Every material and furnishing is selected with meticulous care. For example, finishes are based on natural materials, with almost no use of "fake" materials. In some cases, even items like mini-bar refrigerators are developed as original products rather than off-the-shelf units. The Brand Director at NOT A HOTEL ARCHITECTS oversees the quality of these elements that directly impact the stay experience. According to Jumpei Yusa, who leads the team, the role of a Brand Director is to "create the owner’s daily life." While providing the surprise of the extraordinary, they place equal importance on crafting the "daily" aspect that exists on the flip side of that experience. This, he says, leads to a "sense of security for the owner." Looking at the 3D renderings or the actual completed buildings, the commitment to design is clear. At the same time, the company pursues functional aspects such as durability as a lodging facility and ease of maintenance. The essence of NOT A HOTEL lies in achieving both design and functionality without compromise. The result of this accumulation is that even a seemingly avant-garde design manifests as a space where "daily peace of mind" is preserved.

Maximizing the Value of Architecture

Even with captivating visualizations, it is often the case in highly commercial hotel projects that the ideal space cannot be realized due to construction cost-cutting. However, looking at the already completed "AOSHIMA" or "NASU," it is evident that NOT A HOTEL realizes architecture that is almost identical to the renders used during the sales phase. NOT A HOTEL values creativity in construction management as well. Fundamentally, they avoid Value Engineering (VE) that serves only to cut costs; instead, if an idea is deemed valuable, they are willing to increase the budget. The 3D renderings brought to the construction site serve as a compass for the minimum goals to be achieved during the construction process. The pursuit of quality continues even after operations begin. The Life Cycle Management (LCM) team is primarily responsible for maintaining and managing the completed buildings over a 50- to 100-year span. When issues occur within a building, they do not merely restore it to its original state but consider ways to upgrade it to a better condition and prevent recurrence. Furthermore, to ensure similar issues do not occur in future NOT A HOTEL buildings, any identified defects or challenges are integrated into the "NOT A HOTEL Design Code" (standards for finishes, rules for detailing, verification procedures, etc.), serving as the design standard for the company. “Regarding maintenance and safety, our in-house members provide full support during the basic and execution design phases. We want applicants to focus entirely on creating ‘Ultra-Excitement’ and ‘Ultra-Wow’ moments. We look forward to encountering wonderful proposals.” — Takeguchi, Life Cycle Management, NOT A HOTEL ARCHITECTS Beyond construction and operations, NOT A HOTEL employs experienced project managers and architectural designers, ensuring a system is in place to provide necessary support according to the proposal. This allows applicants to concentrate on the "compelling design" they aim to achieve.

Collaboration to Co-Create a Brand

NOT A HOTEL generates unique architecture through collaboration with a wide array of architects and creators, including Bjarke Ingels, Sou Fujimoto, NIGO®, Masamichi Katayama, and Yosuke Aizawa. This system of incorporating diverse external perspectives and creative power leads to the brand’s freshness and innovation. Why, then, with so many options, do they hold a competition? It is to discover new talent. “To elevate Japan’s creativity, it is vital that the next generation has opportunities. While collaborating with those who have already produced many excellent buildings, we also want to use our accumulated know-how to draw out the potential of hidden architects and creators who possess infinite possibilities. I hope NOT A HOTEL can be a good partner in taking on challenges with young architects and creators toward realizing architecture that ‘enhances the value of Japan.’” — Haji This competition is designed so that even those who are not architects can participate. This is because we expect creations that transcend the traditional ideas of architects by collaborating with creators from outside the architectural industry, such as designers. NOT A HOTEL aims to provide an environment where architects and creators can realize what they truly believe is "good." Your ideas may shape the future landscape of Japan. For those who resonate with the philosophy of NOT A HOTEL, we invite you to play a part in "enhancing the value of Japan" through this competition.