Offering exclusive-use accommodations with the concept of "chill" and "art," norm. opened its second hotel, "hotel norm. air fuji," on the shores of Lake Kawaguchiko in Yamanashi Prefecture on July 16, 2022.

The first hotel, "hotel norm. fuji," opened on May 1, 2020, on the same shores of Lake Kawaguchiko. As a private hotel for one group per day, without any outside contact from check-in to check-out, it proposes intimate micro-tourism with friends and family, even during the pandemic.

Designed with the core elements of New York's chill, Los Angeles's sense of scale, and Tokyo's sophistication, the facility includes an art gallery. The exhibited art is periodically rotated, providing artists with a space for expression and guests with an art-filled environment. Any pieces that catch your eye can be purchased on the spot.

The second hotel, "hotel norm. air fuji," was designed to offer an even more luxurious space. From the windows within the hotel, guests can view the sky, forest, and lake, offering a visual experience as if floating in the air, true to its name "air."

Designed to anticipate travel concerns such as bad weather, the facility allows guests to enjoy the art and content displayed inside, even during rain or winter. Furthermore, many of the furniture pieces and provided tools are custom-made by artists and designers, allowing guests to enjoy colors, shapes, and styles different from everyday items.

The design, focused on creating an extraordinary experience, is also noteworthy. The impact of the exterior, resembling a New York warehouse suddenly appearing in the forest, is matched by its interior – a simple yet solid space akin to a gallery.

The spatial design, where art is integrated into daily life, the shower room that makes you feel like the protagonist of a movie, and the sophisticated furnishings, all combine with the crisp air of Lake Kawaguchiko and the water surface visible from the terrace to heighten the sense of exhilaration that comes with being away from everyday life.

Guests can choose to cook with local ingredients using the island kitchen, an icon of norm., with its grill, IH stove, and oven, or opt for a chef's plan to enjoy restaurant-quality meals without leaving the hotel.

To connect with nature, guests can enjoy conversations around a bonfire on the balcony, or watch a movie on the large screen in the living room.

Additionally, with a private sauna installed, guests can relax their mind and body through aromatic löyly sessions with their favorite music.

The outdoor bathroom connected to the sauna features an Italian-made bathtub, a first for hotels in Japan, allowing guests to bathe while overlooking the lake or enjoy a cold plunge after their sauna session.

Why not spend an unhurried, luxurious time amidst a plethora of choices with your cherished friends and family, in an extraordinary space where no one else intrudes?