In recent years, the expansion of foreign hotel chains in the Japanese market has been accelerating. Global luxury and high-end hotel chains such as Marriott International, Hilton Worldwide, IHG Hotels & Resorts, and AccorHotels are continuously opening new accommodations across Japan. The key drivers behind this trend include government deregulation and the increasing number of inbound foreign travelers. As a result, Japan’s tourism market is being reevaluated by foreign companies as a promising area for further market growth.
Luxury Hotel Openings Concentrated in Tokyo and Kyoto
In April 2023, the Italian luxury brand Bulgari made its debut in Japan with the opening of Bulgari Hotel Tokyo in the Marunouchi area. This ultra-luxury hotel features standard rooms with an average nightly rate exceeding 200,000 JPY, while some suites cost over 4 million JPY per night, catering to an exclusive clientele of ultra-high-net-worth individuals.
Kyoto, a major destination for inbound tourists, has also seen a surge in the development of foreign luxury hotels. Starting in 2024, Six Senses Kyoto and Banyan Tree Higashiyama Kyoto are set to open, offering spaces that seamlessly blend traditional Japanese aesthetics with modern luxury—an appeal that resonates with affluent travelers both domestically and internationally.
At GARDE, we have designed numerous hotel spaces, including projects featured in a past issue of DESIGN MAGAZINE, such as Hyatt House Tokyo Shibuya and Candeo Hotels Kyoto Karasuma Rokkaku. These properties have seen a significant influx of foreign visitors, further highlighting the rapid growth of Japan’s hospitality market.
The Rise of Foreign Hotel Brands in Japan – Driven by Yen Depreciation and Growing Tourism Demand
It goes without saying that the aggressive expansion of foreign hotel brands in Japan is largely influenced by two key factors frequently covered in the news: the recovery of tourism demand post-COVID-19 and the depreciation of the yen. According to the Japan National Tourism Organization (JNTO), the number of inbound foreign tourists in 2023 rebounded to pre-pandemic levels, even reaching a record high. In response, the Japanese government has set an ambitious goal of attracting 60 million inbound travelers and generating 15 trillion yen in tourism revenue by 2030.
To achieve this, the government is actively supporting the expansion of luxury accommodations, including regulatory changes to facilitate larger guest rooms by easing floor area ratio restrictions for hotels. These policy adjustments have made it significantly easier for international hotel brands to enter and expand in the Japanese market.
Blending Architectural Design with Cutting-Edge Technology
Foreign luxury hotels in Japan are more than just places to stay—they serve as unique brand statements, seamlessly integrating local culture into their architecture and interior design.
For instance, The Ritz-Carlton Kyoto incorporates Japanese gardens, washi paper, tatami mats, shoji screens, and natural wood, creating an immersive space that reflects Kyoto’s rich cultural heritage. Similarly, Aman Tokyo, located in the city’s Otemachi district, blends sleek modern high-rise architecture with traditional Japanese elements such as stone, wood, and washi paper, embodying a refined, minimalist aesthetic inspired by “wa” (harmony).
More recently, luxury and high-end hotel brands have embraced digital transformation (DX) by integrating IoT technology and smart room systems, such as AI-powered voice control and automated room management assistants. These innovations enhance the guest experience by providing a seamless and personalized stay, further distinguishing these hotels in an increasingly competitive market. The fusion of tradition and advanced technology is becoming a defining strength of foreign hotel brands in Japan.
Conclusion
The expansion of foreign hotel brands in Japan shows no signs of slowing down, with increasing competition among luxury hotels pushing brands to differentiate themselves through culturally sensitive design and exclusive services.
Additionally, with a growing focus on sustainable tourism, hotels are expected to adopt eco-conscious architectural practices and energy-efficient technologies. The industry as a whole is moving toward sustainability-driven operations, aligning with broader global trends.
Backed by rising tourism demand and supportive government policies, not only foreign hotel brands but also new players are expected to enter the Japanese market, contributing to the continued growth of the hospitality sector.
Wajima lacquerware (Wajima-nuri), a traditional craft born in Wajima City, Ishikawa Prefecture, stands alongside Aizu lacquerware (Fukushima) and Kishu lacquerware (Wakayama) as one of Japan’s most esteemed lacquerware traditions, garnering high praise both domestically and internationally.
Renowned for its durability and elegance, Wajima lacquerware owes its exceptional strength and heat resistance to the high-quality soil found only in Wajima. Each piece undergoes over 100 meticulous production steps, crafted by highly skilled artisans, resulting in a stunning and refined finish.
In the Noto region, Wajima lacquerware has long been cherished for special occasions, such as festivals or family gatherings, where it is used to serve meals to visiting relatives. Its remarkable durability allows it to be passed down from parents to children, and even to grandchildren, making it a treasured heirloom.
Wajima Lacquerware in Contemporary Interior and Art Industries
In recent years, Wajima lacquerware has gained attention not only as a traditional craft but also as an art form suited to modern lifestyles. To adapt to evolving consumer preferences, artisans have begun crafting contemporary designs while preserving the essence of this historic technique.
A notable example of Wajima lacquerware’s increasing global recognition is former Prime Minister Fumio Kishida’s gift to former U.S. President Joe Biden and First Lady Jill Biden—a coffee cup and ballpoint pen crafted by Taya Shikkiten, a prominent Wajima lacquerware workshop. Furthermore, a collaboration between Wajima lacquerware and a prestigious British royal warrant tableware brand has demonstrated its ability to transcend tradition and embrace innovation.
The Impact of the Noto Peninsula Earthquake
The devastating Noto Peninsula Earthquake, which struck last year, severely affected Wajima City, Ishikawa Prefecture. Wajima lacquerware was not spared—many workshops were damaged, forcing artisans to halt production and disrupting their livelihoods.
Even before the disaster, Japan’s traditional crafts faced a nationwide decline in skilled artisans. The earthquake further exacerbated the situation, leading to workshop closures and artisans leaving the region. However, thanks to the dedicated efforts of local governments, support organizations, and volunteers across Japan, recovery efforts were swiftly initiated. Just three months after the disaster, temporary workshops were set up, allowing artisans to resume their craft.
In addition, a volunteer organization launched a charity initiative, collecting Wajima lacquerware pieces that had to be relinquished due to the disaster. These items were sold through charity auctions, with all proceeds directed toward the revitalization of the Noto region.
Hopes for Recovery
One year after the Noto Peninsula Earthquake, the path to full recovery remains challenging. However, the resilience and unity of the Noto community continue to shine, reaffirming the deep ties among its people.
As part of GARDE’s 40th anniversary commemoration, we have incorporated Wajima lacquerware into the design of our commemorative wine stoppers—a small but meaningful step in supporting regional recovery and revitalization efforts.
We remain committed to preserving the beauty and heritage of Wajima lacquerware, and we wholeheartedly support the dedicated artisans who continue to safeguard and pass down this invaluable cultural tradition for future generations.
Comment from Taya Shikkiten
Wajima lacquerware has been designated as a National Important Intangible Cultural Property, with clearly defined manufacturing processes and materials. Based on the philosophy that high-quality lacquerware is achieved through the collaboration of skilled artisans specializing in each step of the finely divided production process, craftspeople work together to create a single masterpiece.
We believe that the smooth texture of natural lacquer, its visual elegance, and its durability surpass any other coating material in the world. We sincerely hope that those who hold our lacquerware in their hands can appreciate the profound beauty of this traditional art form.
This interview article, originally published in Forbes CAREER in 2023, has been reprinted in GARDE DESIGN MAGAZINE with permission from Editorial.
In this feature, GARDE President Muro and Project Manager Sato discuss the firm’s expertise in luxury brand design, sharing insights on the current landscape and future outlook of the industry.
<The article is as follows>
With over 40 years of history in architectural design, GARDE has left its mark on cities around the world. The firm has worked on a diverse range of projects, including luxury brand spaces that elevate urban landscapes, hotels that provide memorable moments with family and friends, department stores and boutiques that enhance the shopping experience, and cutting-edge office spaces designed with the latest methodologies. Some of these projects have transcended the realm of commercial facilities to become landmarks in their respective countries and regions.
When designing for luxury brands, GARDE excels in preserving brand value and concept while adapting to local cultures and customer preferences. This requires seamless collaboration between project managers who oversee operations, and local architects, who ensure compliance with domestic regulations. Their expertise is essential in achieving a harmonious integration of people, culture, and design.
As the world emerges from the COVID-19 pandemic and global mobility resumes, GARDE continues to push the boundaries of design excellence. We spoke with President Kenji Muro and Project Manager Kaede Sato about the company’s current initiatives and the qualities they seek in new talent.
Providing an Environment for Growth Through Challenges
Located in Omotesando, Minato-ku, Tokyo, a district where global luxury brands converge and attract tourists from around the world, GARDE’s office is perfectly positioned at the intersection of brand culture and people. This location reflects the company’s identity and mission. Since its founding in 1985, GARDE has been shaping both domestic and international design from its base in Omotesando for over 30 years.
At the helm of GARDE today is Kenji Muro, who specialized in spatial design at Musashino Art University before beginning his career as a designer at Mitsukoshi Department Store. He joined GARDE in 2010 and was appointed President in 2022.
When expanding into overseas markets, Muro developed a unique approach: rather than participating in competitions, he focuses on direct engagement with key decision-makers to secure new projects. This strategy stems from his extensive international experience, including time stationed in Hong Kong.
But why did Muro transition from a prestigious department store to a career focused on localizing luxury brands?
Kenji Muro, President & CEO of GARDE
“I left Mitsukoshi because I wanted to work on hotel and other design projects, expanding beyond department store design. At the same time, I felt a strong desire to challenge myself in a new environment and see how far my abilities could take me in my early 40s.
Since I had already been in contact with GARDE during my time at Mitsukoshi, I knew that the scale of the company would allow me to pursue the kind of projects I was passionate about. That confidence led me to make the decision to join GARDE.” (Muro)
Seated across from Muro, Kaede Sato, now in her sixth year at GARDE, listens attentively, nodding as she hears this reflection for the first time. Unlike Muro, her journey to GARDE began in an entirely different setting—during her studies in the United States:
“I majored in art while studying in the United States, and during my job search, GARDE was the only design firm participating in a career event for international students. Since my background wasn’t in architecture, I initially hesitated, wondering if it was the right fit. However, I was drawn to the opportunity to challenge myself on a global stage, so I took the leap and joined the company.
I had considered staying in the U.S., but American companies tend to hire candidates with more experience, whereas Japanese firms like GARDE actively recruit fresh graduates and provide on-the-job training. That structure suited me well at the time, making GARDE the right choice for my career.” (Sato)
Building Brand Loyalty Through Communication
Over the years, GARDE has been responsible for designing a wide range of retail spaces and commercial facilities, including BARNEY’S NEW YORK, Hankyu Umeda Department Store, and Ningbo Hankyu in China—an expansive 170,000m² department mall that opened in April 2021, featuring around 50 luxury brands. As previously mentioned, localizing luxury brands is one of GARDE’s key strengths. But what is the secret behind the company’s ability to consistently secure large-scale projects?
“Of the approximately 130 international brands operating in Japan, GARDE has worked on projects for around 80 of them. This number often surprises people, but we don’t have a secret formula. Ultimately, what luxury brands look for in localization is simple—whether we can faithfully reproduce and express their quality.
To achieve this, we engage in meticulous discussions with the brand’s global headquarters, repeating the process multiple times to ensure alignment. The key to this is communication. It’s about truly listening to their needs while also clearly articulating our own perspectives. Through this continuous dialogue, we build relationships where brands come to trust and even develop a fondness for us. I call this process ‘fan conversion.” (Muro)
Muro’s insight highlights GARDE’s strength—not just in selling design solutions, but in selling trust and relationships through unwavering commitment to communication. His emphasis on relationship-building is reflected in GARDE’s company culture, where collaboration and open dialogue create an environment that balances both comfort and intensity.
“I feel that communication is deeply ingrained in our company culture. GARDE is made up of highly skilled, craftsman-like professionals, but when it comes to work, we come together seamlessly. Discussions can get heated, of course, but rather than a strict top-down approach, we operate on a flat hierarchy—constantly engaging in deep conversations about how to enhance the brand’s value.” (Sato)
A Balance of Big-Picture Thinking and Attention to Detail – The Key to Each Role
As previously mentioned, Sato joined GARDE as a new graduate, and from the outset, she was hired as a project manager. Starting with assistant-level tasks, she gradually took on greater responsibilities as she gained experience.
Muro describes Sato as “the company’s mood maker,” and despite the challenges of her role, she reflects on her time at GARDE with enthusiasm:
“The work is demanding, but I can truly feel myself growing.” (Sato)
Kaede Sato, Project Maneger
Big-Picture Thinking and Attention to Detail – Key Traits for Each Role
As mentioned earlier, Kaede Sato joined GARDE as a new graduate and was immediately hired as a project manager. She started with assistant-level tasks and gradually took on larger responsibilities as she gained experience.
“A project manager’s role is to ensure smooth execution by breaking down the schedule and costs while maintaining an overarching view of the entire process. This means conducting meetings in English with overseas headquarters, traveling on-site to finalize details, and ensuring everything stays on track.
One of my most memorable projects was working on a luxury brand store in GINZA SIX. With limited time, we had to balance schedule and costs while maintaining design integrity. The sense of accomplishment from that experience is what continues to drive me forward today.” (Sato)
While project managers focus on overseeing the entire process, local architects play a different yet equally crucial role—adapting a luxury brand’s design standards and manuals to comply with Japanese laws and materials, ensuring proper execution throughout the construction phase.
“GARDE’s local architects are responsible for transforming the design outlines created by overseas brands into detailed drawings that comply with Japan’s regulations, making them suitable for bidding and construction. They must also continuously monitor the execution to ensure the design is realized correctly.
What is essential here is the ability to create high-precision drawings that faithfully reproduce the brand’s expected quality. This level of attention to detail requires a meticulous and highly focused mindset.” (Muro)
Turning Challenges into Motivation – The Power of a Positive Mindset
When considering the qualities GARDE looks for in talent, there are some differences between project managers and local architects, but strong communication skills and craftsmanship are key for both roles. Given the frequent negotiations with overseas luxury brands, language proficiency is also an important asset.
One might assume that thriving in such a high-profile industry requires a vast skill set. However, Muro believes that a strong “positive mindset” can open the door to success.
“In design work, it’s crucial to anticipate client needs and proactively propose ideas. This ultimately enhances client satisfaction. If you can turn challenges into motivation and maintain a positive outlook, you’ll be able to overcome most obstacles.
We’re looking for individuals with strong communication skills who can take initiative and actively engage in projects.
At the same time, we don’t leave skill development entirely up to the individual. We invest heavily in training, covering certification costs for design and construction management qualifications, and providing opportunities for overseas training ranging from a few weeks to a year, allowing employees to visit brand headquarters and gain firsthand experience.” (Muro)
Listening to Muro, Sato nods in agreement, reflecting on her own experiences at GARDE:
“Being involved in a project from start to finish means carrying a great deal of responsibility and pressure. However, there’s nothing more rewarding than bringing a globally recognized brand’s vision to life alongside my colleagues and seeing our work seamlessly integrated into people’s daily lives.
At GARDE, you get to build something from the ground up—a level of hands-on involvement that’s hard to experience at large corporations.” (Sato)
Beyond Design – Expanding into New Business Fields
While continuing to focus on its core expertise, GARDE is also expanding into three new business areas:
The Metaverse
Regional Revitalization
Art
Muro describes this shift as “non-design, non-interior work”, but in reality, the underlying goal remains the same—contributing to society through design.
As GARDE continues to push boundaries and explore new creative landscapes, one question remains: What kind of world will they create next?
With Muro, Sato, and the entire GARDE team dedicated to challenging the status quo, the possibilities are endless.
Written by: Kenji Yoshinaga Photography by: Ryo Komizu Edited by: Kana Honma Promoted by GARDE
Originally published in Forbes CAREER
Original article: Forbes Career
An exclusive interview with GARDE President Muro was featured in WWDJAPAN’s annual “CEO Special Issue”, published on January 27, 2025.
This year’s theme, “Possibilities,” explores reflections on 2024 and expectations for 2025. In the interview, President Muro discusses GARDE’s business developments, future prospects, and the company’s design philosophy. He also highlights the opening of a permanent art gallery in Chelsea, New York, one of the projects commemorating GARDE’s 40th anniversary.
The feature underscores GARDE’s expertise in luxury brand design, its commitment to innovation, and its vision for the future.
TOP PHOTO: Facade of “GOCA by Garde,” a contemporary art gallery in Chelsea, New York.
Becoming the Leading Firm in Luxury Brand Market Design in Japan
GARDE specializes in a broad range of spatial design and branding for department stores, hotels, offices, and more. Notably, in the fashion sector, GARDE has designed stores for over 80 international luxury brands, including those from the industry’s “big three” conglomerates.
GARDE’s ability to continuously expand its portfolio stems from the trust it has built with its clients.
When designing for luxury brands, we prioritize a client-first approach, focusing on elevating service quality. Through extensive discussions with both the Japan offices and global headquarters of our clients, we ensure that their exacting standards and levels of perfection are meticulously met.
Strong communication skills play a crucial role in this process. With a team proficient in both language and technical expertise, we are deeply committed to faithfully executing and expressing brand quality.
We believe that maintaining superior quality directly enhances brand identity and fosters trust between companies.
Design Aesthetics in Spatial Design
Japanese design is characterized by minimalism—where simplicity and precision are paramount.
In commercial spaces, excessive decoration can overshadow the products, which should remain the focal point of the environment. Similarly, in hotels, over-embellished interiors can feel overwhelming rather than relaxing. With long-term stays becoming more common, minimalistic spaces designed to put guests at ease are now more essential than ever.
Achieving minimalism while maintaining functionality is a significant challenge. Without technical expertise, a minimalist approach can risk appearing too simplistic or lacking substance. However, at GARDE, our experienced designers continuously refine their skills, ensuring that minimalism is executed with sophistication and precision—turning it into our greatest strength.
GARDE is currently leading the interior and exterior design for the renovation of the Seibu Ikebukuro flagship store, set to reopen in 2025. As a former specialist in department store design, President Muro brings extensive expertise in retail remodeling and store openings. By leveraging GARDE’s distinctive strengths, we aim to transform this project into a benchmark for architectural and spatial excellence.
Prospects for 2025: Human Resources and Environmental Investment
In the field of spatial design, we are set to unveil a large-scale business project that has been in development for many years. On the brand side, we anticipate the ongoing trend toward larger retail spaces to continue, just as it has over the past 24 years. As a result, the number of branded stores that GARDE collaborates with is expected to grow even further.
Through these projects, we aim to enhance the company’s visibility, invest in talent and the working environment, and strengthen our appeal as a desirable workplace—especially in light of the increasing shortage of skilled professionals.
Specifically, we plan to further reinforce existing initiatives such as design study sessions, which serve as platforms for sharing skills and expertise, and training programs in business-related languages to support professional development.
In Conclusion
This issue of WWDJAPAN provides a retrospective on 2024 and also features the latest updates on our art business, which we were unable to cover in this article.
For more details, please visit the following link: WWDJAPAN – CEO Special Issue
The solo exhibition “Grid” by artist Kiyoo Ota, who elevates architectural perspectives into art, is currently being held at GARDE Gallery in Aoyama, Tokyo.
(Exhibition Period: Friday, February 21 – Saturday, March 8, 2025)
We spoke with Ota about the appeal of this exhibition and his future artistic direction.
In “Grid”, Ota explores the concept of grids—an idea he has long pursued—through a variety of artistic expressions, including paintings, sculptures, and installations. Grids, commonly used in fields such as architecture, design, mathematics, and urban planning, are composed of structured lines and points, serving as a fundamental framework that visually and physically conveys order and structure. However, Ota does not merely treat grid structures as rigid frameworks; instead, he constantly seeks new artistic possibilities by incorporating visual effects that challenge and expand conventional perceptions.
One of the most striking aspects of the exhibition is the collection of works utilizing moiré patterns. When meticulously drawn grid patterns overlap, they create a moiré effect that, depending on the viewer’s angle and distance, produces wave-like movements and vibrations. This dynamic illusion brings an unexpected sense of motion to what would otherwise be a static composition.
(Moiré: A visual phenomenon where overlapping layers of regularly arranged dots or lines create an interference pattern of wavy or rippling stripes.)
Additionally, the exhibition features works that deconstruct and reconstruct the cube, a fundamental shape in architecture. By intricately intersecting the cube’s surfaces and lines, these pieces challenge the illusions created by perspective and push its limits, blurring the boundaries between two-dimensional and three-dimensional space to create a unique visual experience.
Regarding this exhibition, Ota shared the following comment:
“The essence of my work is difficult to fully convey through photos or videos. In particular, the pieces utilizing moiré patterns must be seen, felt, and experienced firsthand to truly appreciate their intrigue and uniqueness. I encourage visitors to immerse themselves in the artwork, sense the shifting space and illusions with their own bodies, and freely explore the spatial transformations.”
Future Outlook: Expanding into Public Art
With a background in architecture, Ota is exploring new possibilities in the field of public art. He envisions integrating his works into everyday spaces such as parks and office entrances, making art a more accessible and immersive part of daily life.
Building on his past exhibitions in China and Taiwan, Ota aims to further deepen the connection between architecture and art through his work. His future plans include expanding his exhibitions beyond Japan, actively showcasing his art in major cities worldwide, including New York, Milan, and Paris.
Kiyoo Ota
Born: 1981, Aomori Prefecture (raised in Akita Prefecture)
Education
2007: Completed Master’s Program, School of Engineering, The University of Tokyo
2005: Graduated from the Department of Architecture, Kyoto University
Selected Solo Exhibitions
2024: Order, Gallery TK2
2023: Geometry, Daimaru Umeda Store
2023: Cosmos, Miaki Gallery
2023: Reality, Tagboat Gallery at Hankyu Men’s Tokyo
Selected Group Exhibitions / Art Fairs
2024: Art Central, Hong Kong
2024: ART ART TOKYO, Daimaru Tokyo Store
2024: ART SHINSAIBASHI, Shinsaibashi PARCO
2023: West Bund Art & Design, Shanghai
2023: Sarugaku Festival Art Fair, Art Front Gallery
2023: CHAPTER PATINA, Amanyangyun (Amanyang, Shanghai)
2023: Onbeat Art Show, Ginza Mitsukoshi
2023: China-Japan-Korea Sculpture Invitational Exhibition, Ministry of Culture of China, 2023: Qingdao Sculpture Art Museum
2023: Tennoz Canal Fes, WHAT CAFE, Terrada Warehouse
2023: Pre-Breakout Artists Exhibition, Ginza Six
2023: Contemporary Art from Around the World 2023, Daimaru Hakata Tenjin Store
2023: Instagram: https://www.instagram.com/otakiyoo/
Kiyoo Ota Solo Exhibition “Grid”
Dates：February 21 (Fri.) – March 8 (Sat.), 2025 *Closed on Sundays and holidays
Hours：11:00-18:00
Venue：GARDE Gallery (NBF ALLIANCE Bldg. 4F, 5-2-1 Minami Aoyama, Minato-ku, Tokyo)
Admission：free
URL：https://www.art-adf.jp/?sl=en
Kiyoo Ota – Upcoming Exhibition Announcement
“Kokon Tozai” (All times and places)
Set in a Registered Tangible Cultural Property with over a century of history, this exhibition will showcase 14 next-generation artists.
