Nobu Hospitality is partnering with Thai integrated lifestyle real estate group Asset World Corp Public Co. to develop multiple Nobu hotels and restaurants across Thailand, including Bangkok’s first Nobu restaurant expected to open before the end of 2021.
Both parties have signed a memorandum of understanding to complete an area development agreement covering Thailand.
That first Nobu restaurant in Bangkok will be housed in AWC’s existing Empire Tower in the middle of the city, turning it into a large mixed-use facility and lifestyle experience destination.
“We are extremely excited to be working with leading lifestyle real estate developer AWC in Thailand to develop Nobu Hotels and Restaurants. Partners are extremely important for us, and with the leadership of Wallapa Traisorat (CEO and president of AWC) we know that the future is bright with Nobu in Thailand and beyond,” stated Nobu partners Chef Nobu Matsuhisa, Robert De Niro and Meir Teper.
Trevor Horwell, CEO of Nobu Hospitality, added, “We are excited to be entering into a new partnership with AWC. Our strategy looking forward is to grow our brand with both regional and national partners so that they can access our business model and strength on a multi-site basis as others have successfully done before.”
Traisorat added that the shared vision of the new partners includes creating a Nobu hotel. “All of this is an affirmation that AWC is committed to building value for the tourism industry, that we are a key player ready to meet the existing and future needs of tourists from across the globe as well as Thai travelers of any lifestyle,” he said.
Nobu last year opened hotels in Barcelona and Los Cabos, Mexico, and so far this year added Warsaw, Chicago and London Portman Square. The pipeline for 2022 includes Marrakech, Tel Aviv and Atlanta, and further out is Toronto (with residences), São Paulo and Hamburg.