Dig out your bucket list, and note down Not a Hotel Setouchi, known for its architecturally stunning villas overlooking Japan’s breathtaking Seto Inland Sea. This unique destination marks a new chapter in experiential travel, offering an intimate retreat where innovative design harmonises with the natural landscape.
Nestled on an eight-acre peninsula on Sagi Island, this architectural marvel is the creation of internationally acclaimed Bjarke Ingels Group (BIG). What sets Not a Hotel Setouchi apart is its organic response to the landscape – the villas appear to emerge from the dramatic hilltops, alcoves, and lagoons rather than imposing themselves on the environment.
Not a Hotel Setouchi’s distinctive perspectives
Each villa within Not a Hotel Setouchi offers a unique vantage point, creating distinctly different experiences for guests. The property features three primary villa designs – 360°, 270°, and 180° – named for the sweeping views they provide of the surrounding archipelago.
The 180° villa, perched along the northernmost rock wall of the peninsula, follows the coastline’s natural contour. Its thoughtfully designed living and dining area sits at the villa’s tip, maximising the panoramic ocean vista. Sofas are positioned a step down from the dining space, creating an inviting heart to the accommodation where guests can fully appreciate the stunning backdrop.
Perhaps most impressive is the villa’s ocean-view sauna, offering direct sight-lines to the sea – a refreshing departure from traditional enclosed designs. After warming up, guests can cool off in the cold bath available on the terrace while still enjoying the coastal views.
Harmonising with nature through design
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The architectural philosophy behind Not a Hotel Setouchi reflects a deep respect for both the location and Japanese cultural traditions. Not a Hotel Setouchi’s rammed earth walls utilise material excavated directly from the Sagi Island site, creating a tangible connection to the land. Meanwhile, photovoltaic tiled roofs represent a modern, high-tech interpretation of traditional Japanese roofing styles.
In the 180° villa, the concept of ‘Wa’ (harmony) is embodied in the courtyard’s traditional Japanese garden. Vertical windows in the dining area frame the changing seasonal landscape like a living artwork, reminiscent of viewing a hanging scroll in a traditional setting.
The most secluded bedroom offers an exclusive retreat with a private open-air bath, complemented by a wabi-sabi garden that enhances the sense of communion with nature. This thoughtful integration of indoor and outdoor spaces creates moments of transcendent beauty as sunset embraces the horizon and gentle sea breezes move through the stone walls.
A transformation in hospitality
Not a Hotel Setouchi represents a paradigm shift in luxury accommodation, moving beyond the traditional hotel model to offer something more thoughtful and intimately crafted. The architecture is integral to the overall experience, providing guests with a unique sense of place and belonging.
This approach aligns perfectly with the work of Bjarke Ingels, whose numerous award-winning projects have earned him international acclaim, including being named one of TIME magazine’s “100 Most Influential People in the World” in 2016. His firm’s design process emphasised understanding and observing the specific site rather than imposing preconceived notions – a philosophy that resonates throughout the property.
Interestingly, the design creates a fascinating architectural dialogue between Japanese and Danish sensibilities. Danish modern architecture is significantly informed by traditional Japanese design, sharing qualities such as tectonic honesty, simplicity, and thoughtful material selection – creating spaces that feel simultaneously novel and familiar.
For travellers seeking a unique luxury retreat that offers both exploration and a sense of home, Not a Hotel Setouchi delivers an unparalleled experience where innovative architecture and serene coastal beauty create a sanctuary for the senses. When planning your next journey to Japan, Not a Hotel Setouchi should be at the top of your accommodation wish list.
