The cultural complex aims to redefine tourism in Tokyo by turning the spotlight on Japanese art, streetwear culture, and sake.
Just one visit to Tokyo would tell you that the every corner of the city—more so the entirety of Japan—flourishes with creativity. Now, power duo Pharrell Williams and Nigo are combining Tokyo’s creative brilliance with that of their own with the upcoming launch of Japa Valley—the prefecture’s next big hot spot for vibrant art scene, trendy atmosphere, and overall cool vibe.
Slated to launch in 2027, the expansive cultural complex aims to redefine tourism in Tokyo by turning the spotlight on Japanese art, streetwear culture, and the country’s national drink, sake. It’s set to be a fresh, not to mention hip, start for Pharrell and Nigo after they have been appointed as creative advisors of Japanese hospitality group Not a Hotel in early 2025.
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The long-time collaborators and friends designed Japa Valley as an urban playground located in Yurakucho Park, which Mitsubishi Estate is currently developing in front of Yurakucho Station in Chiyoda, Tokyo. The upcoming “visionary art, retail, and hospitality precinct,” as Not a Hotel describes it, will span one hectare and feature timber-clad structures with floor-to-ceiling windows and lush roofing that altogether evoke a warm, sunny, and open atmosphere.
At the center lies a reclining, blown-up version of Kaws’ most famous creation: Companion. The massive Mickey Mouse-inspired structure brings a sense of wonder and play to the tourism hub, in the same way that the New York-based artist is infusing fun in The Nigo House, which Not a Hotel announced in July 2024.
Around Kaws’ Companion, guests can explore a rotating lineup of fashion, food, and design pop-ups featuring prominent names in these industries. These pop-ups will offer visitors an ever-changing palette of experiences grounded in Japan’s rich heritage and evolving art scene. This is in keeping with Pharrell and Nigo’s commitment to use art as the central pillar of the destination.
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Besides fun, fashion, and Instagram-worthy attractions, Japa Valley is designed to be your next go-to spot for craft sake brews that pay homage to traditional Japanese brewing techniques in ways that are fresh, youthful, and enticing for today’s young generation of tourists. Like the power duo’s previous collaborations in the fashion world, this approach highlights the Pharrell and Nigo’s goal to weave Japanese culture into the global art and hospitality scene.
Japa Valley Tokyo will open as a temporary yet fully immersive art hub as one of the upcoming installments in the duo’s two decade-long friendship and collaboration. Most recently, Louis Vuitton creative director and music icon, Pharell, and Kenzo artistic director Nigo joined forces in crafting LV’s Fall/Winter 2025 collection. Last year, Pharrell’s auction platform, Joopiter, offered a chance to stay at The Nigo House, a cliffside retreat in Futtsu, Chiba, which Nigo and Not a Hotel has been developing together since 2024. A date for its opening is yet to be announced.
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