In 2027, Pharrell and NIGO will open JAPA VALLEY TOKYO with NOT A HOTEL, bringing a new kind of creative energy to Yurakucho Park.
Tokyo’s fashion and hospitality scene will get a shot of star power in 2027 when Pharrell Williams and NIGO, working with NOT A HOTEL, open JAPA VALLEY TOKYO inside the soon‑to‑debut Yurakucho Park. The duo’s latest collaboration promises an all‑day destination shaped by their shared instincts for music, streetwear, and design.
Instead of vineyard rows, the one hectare site translates Napa Valley’s ease into a Japanese key: craft sake takes the place of cabernet, while timber arches, garden roofs, and floor to ceiling glass shelter pop‑up kitchens, boutiques, and galleries that rotate on a fast schedule.
The project marks NOT A HOTEL’s first city address. As creative advisors, Williams and NIGO aim to fold culture into daily life, pairing sake tastings with limited‑edition drops, dinners, and late night sets that speak to Tokyo’s restless energy.
Anchoring the plan is a reclining Companion by KAWS, a playful signal that art will stand shoulder to shoulder with the drinks and retail.
Yurakucho Park will open in late 2026 as an interim activation ahead of a broader redevelopment; JAPA VALLEY TOKYO will headline that window, offering a fresh template for mixing fashion, hospitality, and art in the heart of the city.
