Hotel Okura | Architect: Yoshiro Taniguchi | Tokyo, Japan | 1962 | Photo: Kentaro Yamada

This entry was created jointly between Taiyo Watanabe of Taiyo Watanabe Architecture Photography and Kentaro Yamada of kentique design, because we both simply think the Hotel Okura is pretty kick-ass

Today we will be talking about the value of design, not only as designers but as the kind of guys who binge watches MADMEN on Netflix instead of studying for architectural exams. There is a hotel in Tokyo that is really, really cool, but is about to be torn down this September; a damn shame if you ask us. Before anything, here are the photos as we think they speak for themselves.

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Would you not want to order a glass of old-fashioned (or whatever Japanese equivalent) and relax in this lounge, wearing a dress or suit? There was a sense of “place” and “experience” that can only be offered at the Okura:

The Design/Experience Value is Ever More Relevant Today

Hotel Okura | Architect: Yoshiro Taniguchi | Tokyo, Japan | 1962 | Photo: Taiyo Watanabe

It’s simply sophisticated: Thoroughly luxurious, yet quiet and subtle. It captures the zeitgeist, the classy spirit and atmosphere of the 60’s Tokyo. These kind of experiences are increasingly sought after especially in Tokyo where everything is new. Here, the Okura delivers this experience authentically, both through design and service: It felt as if the staff there mastered their movements and service to a tee. The atmosphere of the place seemed to be seamlessly matched with the level of refined service that can be expected from such a classy space. Okura’s decision to rebuild comes at a time when it’s longstanding values are being validated and celebrated again…

Not infidelity but, you know, classiness and such.

Seriously, why now? It was a symbol of refinement when it was originally built in the 60’s and it still shines strong today. Yet, all we see in the only rendering for the proposed renovated building is a vague and unoriginal looking glass tower. This image of the new Okura does not convince us of anything, in fact, it convinces us that the Okura management doesn’t really get the value of Okura because it’s…

An Exemplary Showcase of Japanese Design/Craft
(And its in Great Condition)

Oftentimes, things that need to be rebuilt are in disrepair and its design, while admirable, may have lost relevance. The Okura, however, is in spectacular shape, packed with exotic materials and construction techniques at every turn – something that would be impossible today. What’s perhaps most interesting is that the design of the Okura does this in such a specifically Japanese way. Various rich textures applied to the spaces resonate with the contemporary Japanese environment; the cacophony of visual stimulation and coexistence within close and surprising adjacencies. The Okura takes that essence and refines it in such an elegant way. The modernism itself is of western influence, but the onslaught of materiality and textures are not of western envy. The Okura projects a strong definition of Japanese modernism of the era that is also in contrast to the white-minimalist approach (e.g. SANAA) seen in contemporary definitions.

Market the Unique Before Eliminating Them

With such a strong identity, what Okura needs is not a re-fresh of its facade, but a marketing effort: Although its design relevance is important today as it was yesterday, Hotel Okura’s standing as a symbol of prominence has faded out of people’s memories. There are emerging institutions today that try to mimic the good old days and capture people who are looking for exactly this kind of experience from the past. Once the hotel is renovated into another “me too” glass tower, the value of the experience is really hard to understand for potential customers – because once you become a ubiquitous glass tower, it will become a mere listing next to the Hilton on Expedia, not an essential Tokyo experience.

Not many businesses, especially hotels, can claim to be both a revered institution and a historic landmark. The Okura was a strong statement to welcoming the world for the ’64 Tokyo Olympics, and it’s ever more relevant in light of the upcoming Tokyo 2020 Olympics. The decision to redevelop the Okura is not only damaging to Okura’s brand, but also to Japan which is often criticized for prioritizing pure economical gains over cultural heritage.

You can help by taking three seconds of your time to fill out the online petition at Monocle. If the Okura has intrigued you, I’ve listed some interesting articles from prominent entities such as Monocle, Tomas Maier (Bottega Veneta), and Margret Howell.