Nomura Real Estate Development Co. Ltd. and Nomura Real Estate Hotels Co. Ltd., Tokyo, have announced the launch of the Nohga Hotel brand with the first hotel planned for a fall 2018 opening in Ueno, Tokyo.
This hotel brand represents part of the group’s efforts to actively promote — using hotels as a starting point — the creation of “cities that lead the way to tomorrow and the creation of communities that link individuals to societies, and societies to cities.”
Nomura said Nohga has been created to meet the growing trend for hotels to be judged not on the basis of their convenience and affordability alone, but more on uniqueness that matches their personal preference and style, having more interest in how they spend their time during their stay. The concept is, therefore, based on offering guests an experience that grows out of ties with the local community.
Each hotel will be designed based on the “color” of the community where it is located and will feature unique items including furniture, amenities and art pieces made in collaboration with local craftspeople and designers, encouraging guests to engage the local culture within the hotel. Nohga will also offer generously sized lobbies and lounges to create a comfortable “home away from home” experience.
In addition, the staff will proactively engage with guests to introduce them to the area’s charms and offer a variety of services to encourage guests to explore the local culture.
No further details about expansion of the brand were immediately available. However, in its medium/long-term business plan released in November 2015 (to be achieved by March 2025), Nomura said it wanted to increase the size and range of its development. As a result, it is focusing on creating “urban-type compact towns” that are both multifunctional and highly convenient.
Since the release of the business plan, the group has developed and launched the Oukas brand of senior housing, and now Nohga Hotels has been added. A release stated the group will continue to move forward “building cities that connect today with tomorrow’s possibilities” and “embrace every moment of life’s pursuits with people and communities.”