As if Pharrell already wasn’t a multi-hyphenate talent, he now plans to add “sake expert” to the list. But, in Pharrell style, he’s not launching a liquor brand. Instead, his sights are on creating an art, retail and cultural center in Japan that’s like Napa for sake.
Japa Valley Tokyo
In 2027, Japa Valley Tokyo will open in Yurakucho Park, on the site of the former Shin-Yurakucho Building. Pharrell Williams and NIGO® lead the vision. Together with NOT A HOTEL, they’re creating a one-hectare district of breweries, galleries, shops, and dining.
The Vision
Pharrell has said the project draws inspiration from “the rolling hills of Napa Valley” — but instead of wine, Tokyo’s version will spotlight Japanese sake. His two-decade creative partnership with NIGO® now extends into architecture and tourism. Their vision is a cultural district where Japanese craftsmanship meets international creativity. KAWS will curate the art. NOT A HOTEL will oversee design, keeping the project modern, while honoring heritage.
Step inside the atrium and you’ll catch cedar from sake barrels mixed with the sweetness of koji rice. KAWS sculptures punctuate the courtyards, glowing against Tokyo’s neon skyline. In the tasting rooms, glasses of chilled junmai daiginjo sparkle under minimalist light.
The Setting
Japa Valley spans 10,000 square metres and is designed as a limited-run destination with curated access. Instead of vineyards, guests will explore breweries, tasting rooms, and cultural spaces. The layout encourages lingering across restaurants, retail, and art installations. Picture lanterns swaying in the evening breeze, water trickling from stone fountains, and the aroma of yakitori drifting through a sake garden. Upstairs, retail showcases Pharrell and NIGO’s fashion curation — streetwear displayed like art; fabrics almost tangible behind glass.
What’s on the Menu
The centerpiece is sake – not just a drink, but an immersive cultural experience. Breweries will host tastings, workshops, and educational programs. Dining concepts are expected to highlight Japanese cuisine with artisanal flair, while retail spaces showcase fashion and design curated by Pharrell and NIGO®.
Costs & Access
Pricing hasn’t yet been announced. But, given the positioning, you can certainly expect premium experiences. If you ask us, membership-style access and curated events are very likely. Japa Valley is marketed as a new model for tourism and community — so one can only assume there will be exclusivity and, of course, high-end pricing.
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FAQs
Q: What is Japa Valley Tokyo?
A: A one-hectare cultural district opening in 2027 at Yurakucho Park. Led by Pharrell Williams, NIGO®, and NOT A HOTEL, it combines sake breweries, art, retail, and hospitality.
Q: How is Pharrell Williams involved?
A: He’s co-chief visionary with NIGO®. Together they’re shaping Japa Valley Tokyo as a cultural playground of Japanese craftsmanship and global creativity.
Q: How much does it cost to visit?
A: No prices yet. But Japa Valley Tokyo is planned as a limited-run destination with curated access and premium experiences.
