The world-renowned Danish studio, BIG (Bjarke Ingels Group), has unveiled its very first project in Japan: a trio of luxury rammed earth villas, nestled on the remote island of Sagishima. Named “Not A Hotel Setouchi”, these exclusive residences are the result of a collaboration with hotelier Not A Hotel, and promise an unprecedented immersion in the natural landscape.
Far from the beaten track, Sagishima offers an idyllic setting for these unique architectural creations. BIG has designed the villas as “extensions of the island’s dramatic topography”, using rammed earth, an ancient and sustainable construction technique, to harmoniously blend the structures into their environment. This nature-respecting approach underscores the studio’s commitment to innovative and contextualised architecture, meeting the expectations of a clientele seeking refinement and authenticity.
Bold Architectural Integration
The distinctiveness of these villas lies in their design: organic forms that appear to emerge directly from the ground. The use of rammed earth is not merely aesthetic; it also offers natural insulating properties, guaranteeing optimal comfort while minimising environmental impact. Each villa is conceived as a private sanctuary, offering breathtaking views of the seascape and the lush nature of Sagishima. The choice of this noble, raw material imparts a unique texture and colour palette to each structure, evolving with the natural light.
The Not A Hotel Experience: Luxury and Exclusivity
Designed for the hotelier Not A Hotel, the “Not A Hotel Setouchi” embody a vision of luxury hospitality where **privacy and exceptional service take precedence**. Although specific details of the services offered within the villas remain to be discovered, the Not A Hotel concept is generally associated with high-end properties, often available for hotel stays while offering the benefits of a private residence. This philosophy promises a personalised experience, far from the bustle of large establishments, ideal for a discerning clientele seeking serenity and exclusivity.
A Privileged Setting on Sagishima Island
Beyond the villas themselves, the complex includes a restaurant pavilion, undoubtedly offering refined cuisine that honours local flavours and fresh regional produce. Access to a private beach complements this exceptional offering, inviting guests to rejuvenate in complete tranquillity. Sagishima’s remoteness ensures absolute discretion and a profound reconnection with nature, making this project an essential destination for connoisseurs of luxury hospitality and visionary architecture. It is a destination for those seeking **the perfect balance between audacious design, sumptuous comfort, and environmental respect**.
Practical Information on NOT A HOTEL Setouchi
- Project Name: NOT A HOTEL Setouchi
- Architect: BIG · Bjarke Ingels Group (first project built in Japan)
- Hotelier: NOT A HOTEL
- Location: South-west cape of Sagishima Island, Hiroshima Prefecture, Japan (Seto Inland Sea)
- Site Area: 30,000 m²
- Configuration: 3 rammed earth villas named 360, 270 and 180 according to the view angle over the Seto Inland Sea, complemented by a restaurant pavilion and direct beach access
- Materials: load-bearing walls made of rammed earth sourced from excavated on-site soil, solar roofs, black slate floors, glass facades in the shoji spirit
- Official Opening: 1st April 2026
- Official Website: notahotel.com/setouchi
- Architect’s Project Page: big.dk · NOT A HOTEL Setouchi
