Pharrell Williams – singer, fashion designer and all-around cultural icon – is teaming up with Nigo, artistic director of Kenzo, to open a massive cultural hub in the heart of Tokyo in 2027. To be realised in collaboration with design-driven hospitality brand Not A Hotel, the upcoming Japa Valley Tokyo will take over much of the former Shin-Yurakucho Building site, transforming it into a vibrant hub for art, shopping and hospitality. Pharrell and Nigo’s new venture comes as landowner Mitsubishi Estate is actively developing the area around Yurakucho Station, gearing up to unveil the new one-hectare project site as Yurakucho Park.
Inspired by California's Napa Valley, the Japa Valley Tokyo project will reimagine the famous wine region through sake breweries in place of vineyards. The site will also feature artwork by American artist and designer Kaws, along with pop-up installations from a changing line-up of artists, chefs and designers, plus an event space for future projects.
As you might guess from the above, we don’t know all the details yet. But if the renderings are any indication, this highly anticipated space sure is set to liven up the Yurakucho neighbourhood.
While Pharrell and Nigo serve as co-chief visionaries of the project, the duo have also been appointed creative advisors of Not A Hotel – a brand that already runs unique accommodation sites around Japan, including properties in Hiroshima, Hokkaido, Chiba and Miura (Kanagawa).
We’ll keep you updated as more details become available on Japa Valley Tokyo. In the meantime, you can find more information on the website.
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