Designed by BIG, NOT A HOTEL’s newest resort, Setouchi, opens on Sagishima Island’s hillside in Japan
Credit Kenta Hasegawa
Designed by BIG and surrounded by the Seto Inland Sea, NOT A HOTEL’s newest resort, Setouchi, opens on the remote island of Sagishima, Japan.
The NOT A HOTEL Setouchi is now open on the remote island of Sagishima. The three distinct villas are built from soil directly from the site using the traditional rammed earth technique and carved into the island’s mountainous terrain. Setouchi, NOT A HOTEL, comprises three villas, a beachfront restaurant, and a private beach. It is set on a 30,000-m2 site on the southwestern cape of Sagishima. Designed by BIG, the project was completed in less than two years. Fractional ownership was offered through NOT A HOTEL’s shared ownership model, building upon the brand’s network of luxury vacation homes across Japan.
NOT A HOTEL’s mission is to elevate the value of Japan as well as the enduring craftsmanship
Credit Bjarke Ingels Group (BIG)
The design of NOT A HOTEL Setouchi stands as a convergence of Danish design and philosophy, with traditional Japanese architecture
Credit Kenta Hasegawa
The design of NOT A HOTEL Setouchi is inspired by a traditional Japanese house
Credit Kenta Hasegawa
“We are beyond honoured to have partnered with BIG in realising the company’s first buildings in Japan. This is a landmark moment for NOT A HOTEL’s mission to make Japan even more valuable, and we are sure that BIG’s three SETOUCHI villas will provide their owners with unprecedented experiences for years to come.” – Shinji Hamauzu, Founder, Co-CEO, Chief Visionary, NOT A HOTEL
The design of NOT A HOTEL Setouchi stands as a convergence of Danish design and philosophy, traditional Japanese architecture
Credit Ryohei Koike / BIG
NOT A HOTEL’s mission is to elevate the value of Japan as well as the enduring craftsmanship
Credit Kenta Hasegawa
The design of NOT A HOTEL Setouchi is inspired by a traditional Japanese house, with buildings angled at 90°, 180°, 270°, and 360°. The design creates distinct typologies that fit Sagishima’s landscape and existing infrastructure, highlighting the panoramic views of the surrounding mountains and water.
The design of NOT A HOTEL Setouchi stands as a convergence of Danish design and philosophy with traditional Japanese architecture
Credit Kenta Hasegawa
The design of NOT A HOTEL Setouchi stands as a convergence of Danish design and philosophy with traditional Japanese architecture
Credit Kenta Hasegawa
The design of NOT A HOTEL Setouchi a stands as a convergence of Danish design and philosophy with traditional Japanese architecture
Credit Kenta Hasegawa
Guided by the dialogue between Scandinavian and Japanese design, NOT A HOTEL Setouchi is designed to work with the natural contours of Sagishima’s landscape. Central to the masterplan was the restoration of the undulating terrain: grasses harvested ahead of construction, with olive trees, lemon trees, and native vegetation reintroduced to bring the site’s natural beauty back to life. The four-bedroom villas – named ‘180’, ‘270,’ and ‘360’ depending on location and corresponding views – are built into the site’s various elevations, aligning with existing roads and infrastructure – unfolding like a ribbon winding up the hillside.
The design of NOT A HOTEL Setouchi is inspired by a traditional Japanese house
Credit Kenta Hasegawa
The design of NOT A HOTEL Setouchi stands as a convergence of Danish design and philosophy with traditional Japanese architecture
Credit Kenta Hasegawa
The homes each flow as one large, unified space, with bathrooms and storage contained within separate pods. Skylights crown each pod, ensuring views of the sky no matter the room – balancing openness and solitude.
The design of NOT A HOTEL Setouchi stands as a convergence of Danish design and philosophy with traditional Japanese architecture
Credit Kenta Hasegawa
“NOT A HOTEL Setouchi is our first completed buildings in Japan, a culture that has had a profound impact on me and my understanding of architecture; a place where fearless Futurism and deep traditional roots coexist in contrasting harmony. It has been an absolute architectural adventure to work with NOT A HOTEL to bring this vision to life. The archipelago around Sagishima resembles a Japanese landscape painting. Steep, rolling hills covered in lush green vegetation erupt from the tranquility of the Seto Inland Sea. The four pavilions are conceived as extensions of the dramatic topography.”
The design of NOT A HOTEL Setouchi stands as a convergence of Danish design and philosophy with traditional Japanese architecture
Credit Kenta Hasegawa
Hilltops and peninsulas, outcroppings and canyons are outlined by rammed-earth walls and solar roofs, creating pavilions with 360-, 270-, 180-, and 90-degree views of the surrounding scenery. On the one hand, each home is like an inhabited view, open and extroverted. On the other, their spinal walls outline a private, protected space – open only to the sky. Macrocosmos meets microcosmos; traditional meets modern; Scandinavian and Japanese. The villas are architectural oxymorons, embodying seemingly contradictory elements into a holistic, hospitable whole. – Bjarke Ingels, Founder and Creative Director, BIG
The design of NOT A HOTEL Setouchi stands as a convergence of Danish design and philosophy with traditional Japanese architecture
Credit Kenta Hasegawa
Each villa is designed to reflect and respond to its unique position on the property. Sitting at the highest point of the site, the ring-shaped ‘360’ offers unobstructed views across Setouchi’s layered land and seascape in every direction, with a private courtyard at its center. ‘270’ frames an expansive 270-degree panorama of the surrounding archipelago, featuring a sauna and outdoor relaxation areas arranged like floating islands around a pool, with a fire pit. At the peninsula’s tip, closest to the water’s edge, ‘180’ takes its shape from the coastline itself, with a curved form that echoes the shore. An inner courtyard unfolds with gentle slopes, mossy pathways, and trees that change color with the seasons.
The design of NOT A HOTEL Setouchi is inspired by a traditional Japanese house
Credit Ryohei Koike / BIG
NOT A HOTEL’s mission is to elevate the value of Japan as well as the enduring craftsmanship
Credit Ryohei Koike / BIG
“What began as BIG’s ambition to create something that could serve as a gift to the majestic landscape of Setouchi was realized with NOT A HOTEL’s mission to elevate the value of Japan as well as the enduring craftsmanship that still exists across the country, the skill of its builders and artisans, the support of the local community, and the dedication of everyone involved – turning what first felt like a dreamlike fiction into a reality.”
Credit Kenta Hasegawa
“The project stands as a remarkable convergence of Danish design and philosophy, traditional Japanese architecture, and the technical sophistication and construction precision of contemporary Japan. NOT A HOTEL Setouchi could have only been made in this place, at this moment, and by this team, and that is what makes it truly special.” – Ryohei Koike, Associate, BIG
