The name “NOT A HOTEL” has always represented something beyond the conventional idea of a hotel. Working with architects and creators, the company has developed architecture in dialogue with each location, bringing together technology and hospitality. Architecture has served as the starting point for rethinking the experiences of staying somewhere and owning a place.
Now, NOT A HOTEL is entering its next phase.
Courtesy of NOTA
Effective October 2, 2026, NOT A HOTEL Inc. changed its corporate name to NOTA Inc. At the same time, the company announced a new group structure centered on NOT A HOTEL, alongside NOT A HOUSE for residential projects, NOT A GARAGE for mobility, and NOT A CITY for urban development. Under a new corporate mission, “Think beyond.,” NOTA positions “NOT” as a starting point for evolution, expanding its scope from hotels to homes, mobility, and cities.
The series of announcements also introduces projects that reveal where NOT A HOTEL stands today—and where it is heading next.
Even as its business expands into new fields, architecture—the foundation of NOT A HOTEL—continues to evolve through a new generation of projects.
Courtesy of NOTA
Newly announced collaborators include architect Tadao Ando and Basel-based architecture practice Herzog & de Meuron. NOTA has also revealed new visuals for the previously announced NOT A HOTEL YAKUSHIMA, designed by Ateliers Jean Nouvel, led by Jean Nouvel.
Next NOT A HOTEL designed by Tadao Ando (CG rendering of completed project) | Courtesy of NOTA
Tadao Ando’s project is a series of villas planned along the coast in Japan’s Kinki region. Five villas will be positioned at different levels following the natural slope of the terrain, while another villa at the tip of the peninsula will feature a circular roof and an organically shaped reflecting pool. Concrete, straight lines and curves, light and shadow—elements long associated with Ando’s architecture—are composed here through their relationship with the sea and surrounding topography.
Next NOT A HOTEL designed by Herzog & de Meuron (CG rendering of completed project) | Courtesy of NOTA
Herzog & de Meuron, meanwhile, turns to Okinawa. Two horizontal slabs extend from a cliff toward the sea, joined by a third slab containing an infinity pool, drawing the horizon into the architectural composition.
Next NOT A HOTEL designed by Herzog & de Meuron (CG rendering of completed project) | Courtesy of NOTA
Behind the minimal exterior, spaces of varying heights and scales unfold throughout the interior. Screen-like oak walls and sculptural structural elements define both open communal areas and more private spaces. The project considers not only the architecture itself, but also how architecture can shape the perception of Okinawa’s natural environment.
NOT A HOTEL YAKUSHIMA designed by Jean Nouvel (CG rendering of completed project) | Courtesy of NOTA
On Yakushima, Jean Nouvel’s NOT A HOTEL YAKUSHIMA is coming into sharper focus. Architecture formed from rock and glass appears to rise from the earth, responding to rain, water, stone, and forest. Glass is incorporated as a material that heightens the experience of rain, while stone carries traces of time and weather into the architecture.
NOT A HOTEL YAKUSHIMA designed by Jean Nouvel (CG rendering of completed project) | Courtesy of NOTA
Tadao Ando, Herzog & de Meuron, and Jean Nouvel each speak a distinct architectural language. What connects these projects is an approach that builds the experience of staying from the specific conditions of each landscape—the sea, forest, rain, and terrain.
NOT A HOTEL has long created spaces in collaboration with architects and creators. Through NOTA’s new businesses, that approach now extends into mobility.
NOT A GARAGE, the group’s mobility business, has announced the “NIGO JET,” a private jet under the creative direction of NIGO®.
Aircraft concept image (paint scheme under consideration) | Courtesy of NOTA
Based on a Gulfstream G500, the aircraft will be directed by NIGO® from its exterior through to the details of the cabin. It will be the first Gulfstream G500 to be based and operated in Japan and will be offered through a co-ownership model as a one-of-a-kind aircraft.
Having worked across fashion, music, art, and product design, NIGO® now turns his creative perspective toward a space that moves through the sky.
Aircraft concept image (paint scheme under consideration) | Courtesy of NOTA
NOT A GARAGE, however, is designing an experience that extends beyond the aircraft itself. Operations, maintenance, crew, and insurance will be handled by NOT A GARAGE and its operating partner, while owners will be able to book flights through the NOT A HOTEL app. The service will also support the journey from home to the airport, boarding, and in-flight dining.
Operations are scheduled to begin in December 2027, with Narita International Airport serving as the aircraft’s base for domestic and international flights.
Cabin concept image | Courtesy of NOTA
Having designed the experience of time spent within architecture, NOT A HOTEL is now turning its attention to the time spent traveling toward a destination. The NIGO JET is one of the projects that most clearly embodies the transition from NOT A HOTEL to NOTA.
Alongside the NIGO JET, NOT A GARAGE is launching a new service called “NOT A GARAGE CLUB.”
The service provides access to mobility across land, sea, and air, including helicopters, cruisers, and cars, beginning in Tokyo. Its offerings will include helicopter transportation from Tokyo Heliport to NOT A HOTEL destinations such as Kita-Karuizawa and Minakami, as well as cruisers based at marinas in Tokyo and Yokohama.
Courtesy of NOTA
Through initiatives with Toyota Invention Partners and Toyota Motor Corporation, the company will also begin developing infrastructure capable of accommodating helicopters, jets, and boats, expanding its focus beyond the vehicles themselves.
NOT A HOTEL has created architecture at destinations around Japan. NOT A GARAGE now brings the journey to those destinations into the same design framework, turning the spaces “between” places into part of the experience.
Another direction leads toward the everyday experience of living.
The newly established NOT A HOUSE will bring the design, technology, and hospitality developed through NOT A HOTEL’s hotels and vacation homes into residential architecture.
POD | NOT A HOUSE (CG rendering of completed project) | Courtesy of NOTA
Its first project is “POD,” the first residential product designed by NOT A HOTEL. Floor plans range from studio layouts to three-bedroom homes, with multiple interior and exterior options as well as smart-home technology. Prices start at JPY 69.8 million.
POD owners will also have the option to stay at NOT A HOTEL properties around Japan for three nights per year.
POD | NOT A HOUSE (CG rendering of completed project) | Courtesy of NOTA
Architecture and technology experienced while traveling are brought into everyday life, while NOT A HOTEL can in turn become an extension of home. NOT A HOUSE creates a new connection between staying and living.
NOTA’s vision expands further, to the scale of the city.
One of the new projects announced by NOT A CITY, the group’s urban development business, is “NOT A MUSEUM.” The cultural complex will occupy approximately 2,000 tsubo of the former Imperial Hotel Plaza Tokyo site within the Imperial Hotel Tokyo’s Tower Building, which is scheduled for redevelopment. It will operate for approximately four years, from summer 2027 through March 2031.
CG rendering | Courtesy of NOTA
Together with SKWAT, an initiative launched around architecture studio DAIKEI MILLS, NOT A CITY will oversee the project from planning and production through operations, creating a place where art, design, music, and other forms of culture intersect.
Rather than allowing the site to remain dormant while awaiting redevelopment, the project explores what can emerge from an urban space precisely because its lifespan is limited. This temporary experiment is one expression of the approach to city-making envisioned by NOT A CITY.
CG rendering | Courtesy of NOTA
JAPA VALLEY TOKYO, another project being developed with Mitsubishi Estate in front of Yurakucho Station, is scheduled to open in spring 2027. Looking further ahead, NOTA is also envisioning developments that combine mobility hubs—including railway stations, marinas, heliports, and airports—with accommodation, retail, dining, and entertainment.
Founded as NOT A HOTEL in 2020, the company has now removed “HOTEL” from its corporate name and become NOTA in 2026. Yet the latest announcements make clear that architecture has not disappeared from its core.
Tadao Ando, Herzog & de Meuron, and Jean Nouvel are creating architecture in dialogue with place. NIGO® is designing a space that moves through the sky. NOT A HOUSE brings the knowledge developed through these environments into everyday homes, while NOT A CITY connects architecture, mobility, and culture at the scale of the city.
Hotels, homes, jets, and cities.
What is expanding is the scope of an idea that began with architecture: designing experiences across the time we spend living, moving, and inhabiting a city.
From “NOT A HOTEL” to “NOTA.”
With “HOTEL” removed from the name, the company’s trajectory comes into sharper focus—revealing both what it has been building from architecture and how far it now intends to extend that thinking.
Now, NOT A HOTEL is entering its next phase.
Courtesy of NOTAEffective October 2, 2026, NOT A HOTEL Inc. changed its corporate name to NOTA Inc. At the same time, the company announced a new group structure centered on NOT A HOTEL, alongside NOT A HOUSE for residential projects, NOT A GARAGE for mobility, and NOT A CITY for urban development. Under a new corporate mission, “Think beyond.,” NOTA positions “NOT” as a starting point for evolution, expanding its scope from hotels to homes, mobility, and cities.
The series of announcements also introduces projects that reveal where NOT A HOTEL stands today—and where it is heading next.
Tadao Ando and Herzog & de Meuron Take NOT A HOTEL Architecture to New Landscapes
Even as its business expands into new fields, architecture—the foundation of NOT A HOTEL—continues to evolve through a new generation of projects.
Courtesy of NOTANewly announced collaborators include architect Tadao Ando and Basel-based architecture practice Herzog & de Meuron. NOTA has also revealed new visuals for the previously announced NOT A HOTEL YAKUSHIMA, designed by Ateliers Jean Nouvel, led by Jean Nouvel.
Next NOT A HOTEL designed by Tadao Ando (CG rendering of completed project) | Courtesy of NOTATadao Ando’s project is a series of villas planned along the coast in Japan’s Kinki region. Five villas will be positioned at different levels following the natural slope of the terrain, while another villa at the tip of the peninsula will feature a circular roof and an organically shaped reflecting pool. Concrete, straight lines and curves, light and shadow—elements long associated with Ando’s architecture—are composed here through their relationship with the sea and surrounding topography.
Next NOT A HOTEL designed by Herzog & de Meuron (CG rendering of completed project) | Courtesy of NOTAHerzog & de Meuron, meanwhile, turns to Okinawa. Two horizontal slabs extend from a cliff toward the sea, joined by a third slab containing an infinity pool, drawing the horizon into the architectural composition.
Next NOT A HOTEL designed by Herzog & de Meuron (CG rendering of completed project) | Courtesy of NOTABehind the minimal exterior, spaces of varying heights and scales unfold throughout the interior. Screen-like oak walls and sculptural structural elements define both open communal areas and more private spaces. The project considers not only the architecture itself, but also how architecture can shape the perception of Okinawa’s natural environment.
NOT A HOTEL YAKUSHIMA designed by Jean Nouvel (CG rendering of completed project) | Courtesy of NOTAOn Yakushima, Jean Nouvel’s NOT A HOTEL YAKUSHIMA is coming into sharper focus. Architecture formed from rock and glass appears to rise from the earth, responding to rain, water, stone, and forest. Glass is incorporated as a material that heightens the experience of rain, while stone carries traces of time and weather into the architecture.
NOT A HOTEL YAKUSHIMA designed by Jean Nouvel (CG rendering of completed project) | Courtesy of NOTATadao Ando, Herzog & de Meuron, and Jean Nouvel each speak a distinct architectural language. What connects these projects is an approach that builds the experience of staying from the specific conditions of each landscape—the sea, forest, rain, and terrain.
From Architecture to Space in Motion: NIGO® Designs the “NIGO JET”
NOT A HOTEL has long created spaces in collaboration with architects and creators. Through NOTA’s new businesses, that approach now extends into mobility.
NOT A GARAGE, the group’s mobility business, has announced the “NIGO JET,” a private jet under the creative direction of NIGO®.
Aircraft concept image (paint scheme under consideration) | Courtesy of NOTABased on a Gulfstream G500, the aircraft will be directed by NIGO® from its exterior through to the details of the cabin. It will be the first Gulfstream G500 to be based and operated in Japan and will be offered through a co-ownership model as a one-of-a-kind aircraft.
Having worked across fashion, music, art, and product design, NIGO® now turns his creative perspective toward a space that moves through the sky.
Aircraft concept image (paint scheme under consideration) | Courtesy of NOTANOT A GARAGE, however, is designing an experience that extends beyond the aircraft itself. Operations, maintenance, crew, and insurance will be handled by NOT A GARAGE and its operating partner, while owners will be able to book flights through the NOT A HOTEL app. The service will also support the journey from home to the airport, boarding, and in-flight dining.
Operations are scheduled to begin in December 2027, with Narita International Airport serving as the aircraft’s base for domestic and international flights.
Cabin concept image | Courtesy of NOTAHaving designed the experience of time spent within architecture, NOT A HOTEL is now turning its attention to the time spent traveling toward a destination. The NIGO JET is one of the projects that most clearly embodies the transition from NOT A HOTEL to NOTA.
Land, Sea, and Air: NOT A GARAGE Designs the Journey to the Destination
Alongside the NIGO JET, NOT A GARAGE is launching a new service called “NOT A GARAGE CLUB.”
The service provides access to mobility across land, sea, and air, including helicopters, cruisers, and cars, beginning in Tokyo. Its offerings will include helicopter transportation from Tokyo Heliport to NOT A HOTEL destinations such as Kita-Karuizawa and Minakami, as well as cruisers based at marinas in Tokyo and Yokohama.
Courtesy of NOTAThrough initiatives with Toyota Invention Partners and Toyota Motor Corporation, the company will also begin developing infrastructure capable of accommodating helicopters, jets, and boats, expanding its focus beyond the vehicles themselves.
NOT A HOTEL has created architecture at destinations around Japan. NOT A GARAGE now brings the journey to those destinations into the same design framework, turning the spaces “between” places into part of the experience.
From Extraordinary Stays to Everyday Living: NOT A HOUSE
Another direction leads toward the everyday experience of living.
The newly established NOT A HOUSE will bring the design, technology, and hospitality developed through NOT A HOTEL’s hotels and vacation homes into residential architecture.
POD | NOT A HOUSE (CG rendering of completed project) | Courtesy of NOTAIts first project is “POD,” the first residential product designed by NOT A HOTEL. Floor plans range from studio layouts to three-bedroom homes, with multiple interior and exterior options as well as smart-home technology. Prices start at JPY 69.8 million.
POD owners will also have the option to stay at NOT A HOTEL properties around Japan for three nights per year.
POD | NOT A HOUSE (CG rendering of completed project) | Courtesy of NOTAArchitecture and technology experienced while traveling are brought into everyday life, while NOT A HOTEL can in turn become an extension of home. NOT A HOUSE creates a new connection between staying and living.
From a Single Building to the City: NOT A CITY
NOTA’s vision expands further, to the scale of the city.
One of the new projects announced by NOT A CITY, the group’s urban development business, is “NOT A MUSEUM.” The cultural complex will occupy approximately 2,000 tsubo of the former Imperial Hotel Plaza Tokyo site within the Imperial Hotel Tokyo’s Tower Building, which is scheduled for redevelopment. It will operate for approximately four years, from summer 2027 through March 2031.
CG rendering | Courtesy of NOTATogether with SKWAT, an initiative launched around architecture studio DAIKEI MILLS, NOT A CITY will oversee the project from planning and production through operations, creating a place where art, design, music, and other forms of culture intersect.
Rather than allowing the site to remain dormant while awaiting redevelopment, the project explores what can emerge from an urban space precisely because its lifespan is limited. This temporary experiment is one expression of the approach to city-making envisioned by NOT A CITY.
CG rendering | Courtesy of NOTAJAPA VALLEY TOKYO, another project being developed with Mitsubishi Estate in front of Yurakucho Station, is scheduled to open in spring 2027. Looking further ahead, NOTA is also envisioning developments that combine mobility hubs—including railway stations, marinas, heliports, and airports—with accommodation, retail, dining, and entertainment.
From “NOT A HOTEL” to “NOTA”: What Changes Is the Scale of Design
Founded as NOT A HOTEL in 2020, the company has now removed “HOTEL” from its corporate name and become NOTA in 2026. Yet the latest announcements make clear that architecture has not disappeared from its core.
Tadao Ando, Herzog & de Meuron, and Jean Nouvel are creating architecture in dialogue with place. NIGO® is designing a space that moves through the sky. NOT A HOUSE brings the knowledge developed through these environments into everyday homes, while NOT A CITY connects architecture, mobility, and culture at the scale of the city.
Hotels, homes, jets, and cities.
What is expanding is the scope of an idea that began with architecture: designing experiences across the time we spend living, moving, and inhabiting a city.
From “NOT A HOTEL” to “NOTA.”
With “HOTEL” removed from the name, the company’s trajectory comes into sharper focus—revealing both what it has been building from architecture and how far it now intends to extend that thinking.
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