Satoyama Jujo

Satoyama Jujo, a design hotel in Minami-uonuma (Niigata)

Satoyama Jujo is a hotel located in Minami-uonuma, in Niigata Prefecture, a region known for its heavy snowfall. The accommodation occupies a traditional building with sturdy posts and beams, coated in a thick layer of lacquer, that has withstood intense snowfalls for generations. Inside, modern designer furniture blends with the traditional architecture, in a fusion of the old and the contemporary.

The project presents itself as a space that seeks to communicate a story and that is defined neither as an isolated retreat nor as an opulent service hotel. Its stated mission is to "redefine luxury" through the experiences and discoveries it offers its guests.

Art, architecture and design as the pillars of the experience

The presence of contemporary artworks inside forms part of an atmosphere that, according to the company, stimulates creation and discovery. The hotel builds its offering around ten stories spanning art, architecture, design and organic cuisine, among other aspects, which are presented as unique to the location.

Creative direction is led by Toru Iwasa, founder of the lifestyle magazine Jiyujin in 2000. The same team launched the online organic food store Organic Express in 2004 and in 2012 took over the management of the old inn that gave rise to Satoyama Jujo.

Accommodation and spaces

The hotel offers rooms and common spaces designed so that every visit allows guests to discover something new. The available information does not detail the number of rooms or categories, but it does note that every stay is conceived to encourage new discoveries.

Organic cuisine and local culture

The dining offering is based on fully organic meals, with an approach that lets natural ingredients speak for themselves. The cuisine and the local culture behind it are presented as an expression of the region's dynamic natural surroundings.

Experiences and surroundings

The hotel offers a variety of unique experiences that can only be had in this place. The Minami-uonuma region is described as a destination for nature, sake, natural hot springs and art projects.

Access and location

Satoyama Jujo is located in Minami-uonuma, Niigata. According to the hotel's information, once in Tokyo, the journey to the accommodation takes approximately one hour and twenty minutes.

Outlook for the project

The team behind Satoyama Jujo states its intention to open more regional content curation hubs in Japan in the future. The one in Minami-uonuma is the first of them.

Location and contact

1209-6 Ōsawa, Minami-uonuma-shi, Niigata 949-6361, Japan · Phone: 949-6361