David Miskell, who has led creative endeavors for global companies such as Lamborghini, Samsung, and Marriott International, has partnered with Kasumigaseki Capital to launch a new type of luxury hotel, "Seven by Seven." We spoke with the initiator about his innovative vision for luxury hotels at the Ishigaki Island property, which opened last October and which he personally directed.

"In 1992, I was still a novice working part-time at GAP in New York. Back then, GAP was different from today; it was a unique boutique popular with young people. One day, the person in charge of VMD (Visual Merchandiser) was absent, and I was asked to handle the display for the show window. I basically followed the manual for the display, but I took the liberty of styling the mannequins myself. By chance, this caught the eye of the then-CEO, who praised it highly, saying, 'This is branding!' That incident led to my promotion to VMD leader, marking the first step in my career."

David Miskell later moved to the major marketing firm Iris, where he worked on various projects. Among them, he recalls the rebranding of "Lamborghini" as particularly memorable. "We needed to refresh the brand image with a contemporary approach while maintaining its solid position as a luxury sports car. Although it's an Italian brand, its parent company is Germany's Volkswagen. I struggled with how to harmonize these two distinct cultures and traditions to create a unified brand identity. Ultimately, we succeeded in breaking free from the mold of a mere car manufacturer and establishing an unshakeable identity as a luxury brand." His experience with global brands like Bugatti, Tiffany, and Samsung has also contributed to his growth.

He continued to be involved in the image strategies of famous brands, receiving offers from around the world. Three years ago, David Miskell partnered with Kasumigaseki Capital and ventured into the hotel business in Japan. "I am constantly amazed by Japanese aesthetics. From the moment you step off the plane, the city is clean and comfortable. It's imbued with a unique Japanese sensibility. Even from an outsider's perspective, this is exceptionally rare and valuable. I have the utmost respect for this Japanese aesthetic."

In the hotel business as well, my job is to understand the history and culture of the land and to add new elements of sensibility, honed through our experiences, so that it endures as a work of art over many years, rather than being a fleeting project."

Regarding the naming of the new hotel, he explained, "I focused on the number 7. This number is globally known as a lucky number. Furthermore, as I immersed myself in Japanese culture, I learned that 7 is also treated as a special number in Japan. Seven days in a week, seven seas, seven notes in music, seven colors in a rainbow, seven chakras. Coincidentally, many of the projects I've handled in the past have also involved the number 7. Thus, by squaring the auspicious number 7, I wanted to convey my wish to bring greater happiness to our guests." He continued, "Following Itoshima, we focused on the natural beauty and unique, rich culture of Ishigaki Island, the purely nurtured people of this island, and its growing popularity both domestically and internationally as a tourist destination. I became convinced that we could create a truly special hotel here, where employment opportunities for the islanders would be created and it would lead to business."

David Miskell's vision for this hotel is encapsulated in the innovative concept of "self-hospitality." "The fundamental difference from conventional hotels lies in the ultimate respect for the guest's autonomy. We have prepared a wide range of options to allow guests to curate their own unique stay experience."
From recommended activities and special arrangements suggested by locals, to designs that allow guests to fully appreciate the island's spectacular views, the placement of designer furniture and contemporary works by emerging artists – every aspect of the hotel's overall design, from the unique facilities within to the stimulating yet calming atmosphere found everywhere, is intended to naturally immerse guests in a distinct sensation. The hotel features a night lounge with a DJ booth, a sauna rapidly gaining popularity in the region, an infinity pool, and private jacuzzis overlooking the sea, offering diverse ways to spend time regardless of age or time of day.

His meticulous attention to detail is reflected in every aspect of the architecture and interior design. "We made extensive use of local stone and wood, aiming for a design that allows guests to experience the natural environment of Ishigaki Island even while indoors. I was dedicated to creating a space where guests could feel 'something that can only be experienced here.'"

We've also incorporated unconventional ideas into our approach to hospitality. It's crucial that people of all ages can enjoy diverse experiences. Rather than excessive staff intervention, we identify guests' needs and provide delicate, personalized service. That is the essence of the 'self-hospitality' we aim for."

He advocates for a new definition of luxury. "Modern luxury demands more than just opulence. Authenticity, personalization, and sustainability are essential. Above all, it requires meticulous refinement and thoughtful calculation in every detail. We are moving away from traditional status-symbol luxury towards a more inclusive, personalized hospitality that is considerate of the local community and environment. It's about cherishing the old while infusing it with new sensibilities. This is the unique value proposition that only 'Seven by Seven,' rooted in the unparalleled natural beauty and culture of Ishigaki Island, can offer," he emphasizes.

Finally, David Miskell shared his vision for the future of Ishigaki Island: "This unique location on a beautiful Japanese island presents us with a challenge to overturn the conventions of luxury hotels and a significant business opportunity. By becoming a hotel loved not only by travelers but also by the people who live here and take pride in this land, we aim to invigorate the local community. We value frank communication with each staff member and believe that the most important thing to deliver genuine smiles and comfort to our guests is to pay attention to the smallest details and empathize with the subtle nuances of their emotions. Our mission and ultimate goal is to provide unforgettable, irreplaceable moments and spaces for every guest who visits here."
Indeed, it's undeniable that we've gained another wonderfully comfortable destination that we'd love to revisit.

David Miskell
He has held key positions such as CEO of Iris Worldwide North America, a London-based global marketing agency serving clients like Netflix, Bentley, and IHG Hotels; CMO of Lightstone Group, known for developing iconic properties like Moxy Hotels, AC Hotels, and EDITION; and VP of Creative & Brand Strategy at General Growth Properties/Brookfield Properties, one of the world's largest real estate developers. In addition to corporations, he has handled branding and creative direction for world-renowned brands and celebrities. In 2023, he relocated his base to Tokyo and assumed the role of Chief Creative Director at Kasumigaseki Capital Co., Ltd., where he is leading the development of new luxury hotels.