Famed hotelier Adrian Zecha – the force behind Aman and Azerai – is turning his attention to rural Japan, bringing his signature brand of quiet luxury to farm life.
In partnership with Azumi Japan and East Japan Railway Company, Zecha is launching a new back-to-basics hospitality concept rooted in nature, craftsmanship and local culture.
Azuma Farm Koiwai will open on 23 April 2026 in Iwate Prefecture, a two-hour journey from Tokyo via the Tohoku Shinkansen.
Set within the historic 130-year-old Koiwai Farm, the 80,000sqm property features just 24 villa-style rooms. Kyoto-based architect Shiro Miura, known for his contemporary teahouse-inspired sukiya style, leads the design.
The villas reflect Zecha’s refined aesthetic, with intricate wooden interiors crafted to echo the surrounding landscape and showcase Japanese artisanal techniques.
The property offers farm-to-table dining, and three 89sqm sauna pavilions which come fitted with a wood-fired sauna, cold bath, relaxation chairs around a fireplace, and daybeds.
Continuing on Zecha’s push for mindful hospitality, experiences at Koiwai circle around protecting local traditions and nature, such as horse riding, learning the traditional art of Nambu ironware or discovering ancient towns of Tono and Hachimantai.