NOT A HOTEL Rebrands As NOTA, Adds Housing, Mobility, And Urban Development Arms
The rebrand moves NOT A HOTEL from a single hotel brand into a four-company group whose non-hotel arms (a 198,000 yen monthly mobility subscription, a 69.8 million yen house, and a four-year museum lease) are the first places the brand's design identity is being tested outside lodging.
Key Facts
- NOT A HOTEL Inc. changed its company name to NOTA Inc. effective October 2, 2026.
- NOTA established NOT A HOUSE, NOT A GARAGE, and NOT A CITY as group companies, led by Mai Shin, Daisuke Eto, and Midori Omori respectively.
- NOT A GARAGE launched NOT A GARAGE CLUB, a subscription priced at 198,000 yen per month covering land, sea, and air mobility.
- NOT A HOUSE opened reservations for POD, a housing product priced from 69.8 million yen.
- NOT A CITY will open NOT A MUSEUM in the Imperial Hotel Tokyo Tower Building in summer 2027, running to March 2031 across about 2,000 tsubo.
Reporting from 1 source: ASCII.jp.
NOT A HOTEL Inc. changed its company name to NOTA Inc. effective October 2, 2026, and set up three group companies around its hotel core: NOT A HOUSE, NOT A GARAGE, and NOT A CITY. Daisuke Eto leads NOT A GARAGE, Mai Shin leads NOT A HOUSE, and Midori Omori leads NOT A CITY. NOT A GARAGE begins sales of the Gulfstream G500 "NIGO JET" with creative direction by NIGO, and opens a subscription plan at 198,000 yen per month covering land, sea, and air mobility. NOT A HOUSE opens reservations for POD, a housing product priced from 69.8 million yen. NOT A CITY is launching NOT A MUSEUM, a roughly four-year culture complex in the Tower Building of Imperial Hotel Tokyo, using about 2,000 tsubo of the former Imperial Hotel Plaza Tokyo, scheduled to open in summer 2027. NOTA reports 10 open locations, 1,357 owners, and cumulative contract value of about 94 billion yen as of October 1, 2026.
The name change took effect on October 2, 2026, and NOTA's three new subsidiaries are not ideas on a slide: each has a named chief executive and a first product. NOT A GARAGE sells the Gulfstream G500 "NIGO JET" with creative direction by NIGO and runs a subscription at 198,000 yen per month for helicopters, cruisers, and cars. NOT A HOUSE opens reservations for POD with layouts from studio to three bedrooms and prices starting at 69.8 million yen; buyers can stay three nights a year at NOT A HOTEL locations. NOT A CITY's NOT A MUSEUM occupies floors one through four of the Imperial Hotel Tokyo Tower Building, about 2,000 tsubo of the former Imperial Hotel Plaza Tokyo, which closed in March 2024 after opening in 1983. SKWAT, founded in 2019 around Keisuke Nakamura of DAIKEI MILLS, handles planning, production, and operation with NOT A CITY, and DAIKEI MILLS and NOT A HOTEL ARCHITECTS handle spatial design. The run is summer 2027 to March 2031.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.