Have you heard of "Shiraiya Hotel"? Many of you may have, as it's frequently featured in the media. This hotel in Maebashi, Gunma, reopened after renovations in December 2020. Recently, there's been an increase in companies that haven't traditionally been in the hotel business venturing into hotel management, and this is one such example. To put it simply, I believe there are few hotels in the world that stand out as much as this ART destination hotel.

It might be a bit late, but as this is our first time featuring "Shiraiya Hotel" on OPENERS, allow me to first introduce the hotel.

Its history is actually very long, with its predecessor, "Shiraiya Ryokan," founded during the Edo period. In the Meiji era, it was a leading hotel in the region, hosting many artists and prominent figures such as Mori Ōgai and Nogi Maresuke. Later, it changed its name to "Hotel Shiraiya" with the changing times, but due to the decline of the local urban area, it closed down in 2008. When it was learned that the building was to be demolished, a foundation established by Jin Tanaka, an entrepreneur from Maebashi and CEO of the eyewear brand "JINS," took over the land and decided to revive it as a hotel.

From what I hear, Mr. Tanaka initially intended to leave the management to hotel professionals. However, it seems that no hotel management professionals were willing to take on the project, stating that a hotel in such a declining provincial city would not be profitable, leading him to decide, "Then I'll have to do it myself." My, that's admirable.

And the brilliant revival of "Shiraiya Hotel" cannot be discussed without mentioning Mr. Tanaka's connections. The design was commissioned to Sou Fujimoto, who has now become a world-renowned architect. They knew each other from before; apparently, Mr. Fujimoto designed the house of Mr. Tanaka's elder brother when he was still relatively unknown (…I'd love to see it!).

The hotel consists of two buildings: the Heritage Tower, renovated using the existing structure of a 1970s four-story building, and the newly built Green Tower. Both were designed by Mr. Fujimoto; the Green Tower, covered in grass, is said to be inspired by the embankment of the Tone River's old course.

Mr. Tanaka himself insisted on preserving the old building. In response, Mr. Fujimoto conceived the idea of removing half of the floors in the existing four-story reinforced concrete hotel to create a large, four-story atrium. Mr. Tanaka readily agreed to this bold proposal by Mr. Fujimoto, and as a result, "Shiraiya Hotel" has now become a focal point for art and culinary innovation. It might be more accurate to say it has been reborn as a completely new hotel rather than simply renovated.

There are a total of 25 guest rooms. Each room features different art, and four of them are special rooms designed by Jasper Morrison, Leandro Erlich, Michele De Lucchi, and Sou Fujimoto himself.

The room by Mr. Erlich, an Argentinian contemporary artist known for his "Swimming Pool" installation permanently displayed at the 21st Century Museum of Contemporary Art, Kanazawa, is filled with pipes (!) and echoes the atrium artwork described later. The room designed by Mr. Morrison is inspired by wooden crates used for transporting art, with the concept that the guest staying in this room is the artwork itself. To have a one-of-a-kind room created by each artist all to yourself for a night – I believe this is an experience that would thrill any art lover, or indeed anyone. Incidentally, hotel guests can also join a free art tour guided by the hotel staff.

The public spaces are also treasure troves of highlights. First, I'd like to introduce Mr. Erlich's iconic artwork for the hotel, "Lighting Pipes." In the vast four-story atrium of the Heritage Tower, resin pipes embedded with LED lights are stretched across the beams.

The hotel's facade facing Route 50 features a conceptual artwork by Lawrence Weiner, inspired by the local character of Maebashi. Mr. Weiner passed away in December 2021, so this can be considered one of his final works.

The photograph displayed at the reception is "Sea of Galilee, Golan" from the "Water's Edge" series by contemporary artist Hiroshi Sugimoto. When exhibiting a work in a hotel in Gunma, a landlocked prefecture, Mr. Sugimoto himself chose a piece depicting a lake rather than the sea.

Another piece related to Mr. Sugimoto is "Matcha-tei" on the first floor of the Green Tower, designed by Mr. Sugimoto and architect Tomoyoshi Sakakida of New Material Research Laboratory. This special space, with its beautiful laminated glass facade that softly transmits light and a counter made of Japanese cedar with a wood grain resembling flowing water, is usually used for events, but a bar opens there on weekends! I haven't had the chance to visit yet, but I'm very intrigued!

There's so much I want to introduce, it's difficult to cover everything, but just two more things (laughs).

The authentic Finnish sauna, a must-see for sauna enthusiasts, is not to be missed. While the sauna itself, complete with a cold plunge pool, is superb, the opportunity for indoor relaxation in the "meditation room" on the top floor of the Green Tower, featuring a work from Tatsuo Miyajima's "LIFE (le corps sans organes)" series, is a truly rare situation. Frankly, I don't know of any other sauna as artistic as this. Enjoying the outdoor air while gazing at Mount Akagi, one of Gunma's symbols, from a hillside is also a wonderful experience. It's a must-try!

And while some visitors come for the art and sauna, many are drawn by the food, which is another remarkable aspect of this hotel. The main dining room, "the RESTAURANT," is supervised by Yasuyuki Kawate, whose restaurant "Florilège" in Gaienmae, Tokyo, boasts two Michelin stars. The restaurant's design also echoes "Florilège's" open kitchen.

The chef actually working in this kitchen is Hiroshi Katayama, a native of Gunma. His French cuisine, reinterpreting Gunma's local ingredients, has been elevated to a "Jōshū Cuisine" that only Mr. Katayama can create, while retaining the modernity of "Florilège." You might wonder, "Does Gunma have any delicious local specialties?" Yes, it does!

You can encounter exciting Gunma ingredients such as "Maebashi Hirame" (flounder farmed using recirculated seawater in landlocked Gunma), "Gin Hikari" (a type of rainbow trout), and "Taguchi Na" (a local vegetable). Each dish offers a fresh surprise, including those inspired by the local dish "Orikomi." When you visit, don't forget to order a pairing selected by sommelier Yoshimitsu Kojima, also from Gunma. While alcoholic pairings are excellent, the non-alcoholic options are equally superb. In any case, this restaurant, featured in "Gault & Millau 2022," is currently very popular, and we highly recommend that gourmands who haven't experienced it visit soon!

And now, finally, to the main topic. Until June 30th (Thursday), Shiraiya Hotel is offering a special accommodation plan, "Sleep Well & Stay Well," limited to one group per day and focused on the ultimate sleep experience. In a time when casual long-distance travel is still challenging, this is a proposal for a two-day, one-night trip to Maebashi, less than 100 kilometers from Tokyo, where you can enjoy art and sauna before a good night's sleep.

"Sleep Well & Stay Well" is a plan developed in collaboration between "Shiraiya Hotel" and "Brain Sleep," a company dedicated to the science of the brain and sleep. It is specifically designed to enhance well-being, aiming to soothe the tired minds and bodies of those burdened by busy daily lives and the pandemic, through the ultimate experience of art, food, and sleep.

"Brain Sleep" was founded in 2019 by Seiji Nishino, author of "The Science of Sleep" and director of the Stanford University Sleep and Circadian Biology Laboratory, and Kosuke Michibata, with the mission of "Achieving the happiest life through the best sleep." The company develops and sells products to help people achieve better sleep.

The guest rooms feature "Brain Sleep" products, including mattresses and pillows. For those like myself who have wanted to try "Brain Sleep" products, it's a great opportunity to test them out.

So, what are my thoughts after using them for just one night? In my personal opinion, the appeal of "Brain Sleep" lies in its exceptional breathability. Both the pillows and mattresses have a mesh structure, ensuring excellent ventilation and preventing heat buildup.

Furthermore, the low-rebound pillows conform perfectly to various sleeping positions. Breathable pillows and mattresses are said to help lower the core body temperature of the brain and body. Apparently, people tend to feel sleepy when their core body temperature rises and then falls. While I can't say for sure if that happened immediately because I fell asleep so quickly, I can confirm that I slept comfortably!

Incidentally, "Brain Sleep" items are also popular for being washable with just water from a shower. I really want one.

It's not just the bedding. The rooms are also equipped with "Brain Sleep Water," which contains 100mg of NMN (nicotinamide mononucleotide), produced by the company to promote quality sleep.

The plan also includes a private Finnish sauna experience and breakfast at "Shiraiya The Lounge," an all-day dining area themed as "the living room of the town." This breakfast, featuring local Gunma ingredients, is also excellent!

Why not take care of yourself with the ultimate sleep that rests your brain and workation that sharpens your senses? It might even boost your work productivity (laughs).

Oh, and when you stay, don't miss the "Lighting Pipes" at night, which look different under the evening lighting!