# Japanese Island Holiday Villas BIG Unveils a Look at the Finished Not a Hotel Setouchi By Amy Duong | Published 2024-01-23 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/not-a-hotel References: [dezeen](https://www.dezeen.com/2024/01/22/not-a-hotel-setouchi-big/) & [big.dk](https://big.dk/)  Architecture firm [BIG](https://www.trendhunter.com/trends/earth-house) unveils a look at the Not A Hotel Setouchi, which are [three holiday villas](https://www.trendhunter.com/trends/villa-bo) that are designed on Japan's Sagishima island. It is designed around courtyards and [topped with tiled roofs](https://www.trendhunter.com/trends/jinji-lake-pavilion). It is made in collaboration with the hospitality company Not A Hotel. Each structure rests within its surrounding nature and connects through the roads that weave through the woodland. Bjarke Ingels, founder of BIG explains that they are inspired by both Danish and Japanese architecture, "Traditional Danish modern architecture is, in fact, very informed by traditional Japanese architecture. There's been a very fruitful conversation going between Danish and Japanese culture and, of course, with Not a Hotel on Sagishima island, we are very excited to continue this conversation into the future." Image Credit: BIG, Not A Hotel ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 69% | Activity: 30% | Freshness: 21% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) ## Key Themes ### Key Themes Behind This Trend - **Nature-inspired Holiday Villas:** The Not A Hotel Setouchi showcases a trend of designing holiday villas that blend seamlessly with their natural surroundings. - **Courtyard-centric Architecture:** The holiday villas in the Not A Hotel Setouchi prioritize a design centered around courtyards, creating tranquil and intimate spaces for the guests. - **Cross-cultural Architectural Fusion:** The collaboration between Not A Hotel and BIG exemplifies a trend of blending Danish and Japanese architectural influences to create unique and innovative structures. ### Where This Applies - **Hospitality:** The Not A Hotel Setouchi demonstrates the potential for disruptive innovation in the hospitality industry by reimagining traditional holiday villas in a nature-inspired and culturally influenced design. - **Architecture:** The Not A Hotel Setouchi showcases a disruptive innovation opportunity in architecture by combining elements of Danish and Japanese design to create harmonious and distinct structures. - **Tourism:** The design concept of the Not A Hotel Setouchi offers a new direction for disruptive innovation in the tourism industry by providing guests with an immersive and authentic experience that blends seamlessly with the natural environment. ## Related on Trend Hunter - [Mountainous Holiday Ski Resorts](https://www.trendhunter.com/trends/not-a-hotel-rusutsu.md) - [Zenith Retreat Designs](https://www.trendhunter.com/trends/not-a-hotel-1.md) - [Local Timber Japanese Guesthouses](https://www.trendhunter.com/trends/yawn-yard.md) - [Eco-Friendly Luxury Villas](https://www.trendhunter.com/trends/land-villas.md) - [Temple-Inspired Idyllic Homes](https://www.trendhunter.com/trends/k-residence-1.md) - [Harmonious Courtyard-Centric Holiday Homes](https://www.trendhunter.com/trends/necklace-villa.md) - [Green Roof-Topped Circular Villas](https://www.trendhunter.com/trends/earth-villa.md) - [Hotel Brand Launches](https://www.trendhunter.com/trends/heritage-and-vertex.md) - [Off-Grid Self-Sufficient Island Homes](https://www.trendhunter.com/trends/earth-house.md)