Credit: Nobu Hospitality
With his illustrious experience in the world of luxury hospitality, Lee Lin the Regional Director of Nobu Hospitality (APAC) is one of the driving forces behind the hospitality brand’s projects. Here, he talks about the company’s plans and how he aims to create purpose-driven hospitality solutions for guests who yearn for something unique.
How would you describe Nobu’s design approach?
Nobu’s design embodies Japanese minimal luxury, creating a sense of timelessness. We incorporate local materials, cultural and art influences depending on the location.
How does Nobu Hospitality decide on a property’s character?
We are very market-specific when it comes to crafting the most appropriate product for the locale. All Nobu properties are built to the highest standards of finishing and details so our guests globally are fully met with their high expectations in terms of quality, consistent Nobu hospitality and exceptional cuisines all in an approachable luxury mannerism.
What do you think makes the Nobu design so distinctive?
Nobu is a pioneer in modern, minimalistic Japanese luxury hospitality. Our unique blend of traditional Japanese elements with inspirations from modern minimal design have shaped our restaurants and hotels for over 30 years. The fact that our work has transformed from F&B spaces to rooms and now to residences makes it even that much more interesting in that it documents a piece of history and our story.
Lee Lin, Regional Director of Nobu Hospitality (APAC)
You explored the “purpose economy” theory and its relevance to the hospitality industry. How can a purpose-driven approach enhance guest experiences?
I’m beyond thrilled to discuss this topic as a designer, developer and now brand representative. There’s not enough thought nowadays in the industry for purpose-driven spaces as most hotels are based on a set of stagnant brand requirements that adheres to the same set of programs.
This leads to brand confusion, repetitive properties and design fatigue. Guests are looking for unique experiences when they leave their homes. Hotels and F&B spaces being their home away from home, need to be based on purpose-led strategies and explore what is the best way to tell stories. It’s not just through putting a piece of artwork in the lobby or on the wall, but rather from the start, we need to look at how to programmatically create a property with spaces that are waiting for travellers to explore and create beautiful memories in.
What are some of the purpose-driven approaches that could create a greater impact for a hospitality business?
As mentioned, it starts with the programming and the brief. Ditch the traditional area program chart and think from scratch what will be the special designated spaces, businesses and tenants that occupy the traditional three restaurants, one café, one gym and one pool approach. From then, your storybook will now have chapters. So, let the best designers fill that book up with their own take to this story.
Nobu Hotel Ibiza Bay
Anything in the pipeline that you could share with us?
We are excited to share that we are opening the highest NOBU restaurant in the world at Empire Tower Bangkok with our partners AWC, and building some of the most exciting hotels with them in the Upper East Side in New York and the Bangkok Riverside. In Vietnam, we are working with VCRE for two new properties in Danang as well as Ho Chi Minh City.
