Why did you create the Trunk brand around “socializing”?

Yoshitaka Nojiri (YN) The idea of “socializing” first came to mind after the financial crisis of 2008 and the tsunami in 2011. I believe that these tumultuous periods resulted in a shift in societal values. It’s not just about affluence anymore—many people wanted to help others and give back to society, but frankly there was no cool way of doing it.

Through Trunk, I wanted to provide a tasteful way of giving back as well as a means for people to do this in their daily life and not just after disasters. For instance, a great number of the products we use in the hotel are sourced from small local companies and charities that embrace an eco-friendly direction. Of course, as a hotel, “socializing” also means fostering connections with others. At Trunk Hotel, we accept anyone and everyone and promote the value of the human connection. 

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What drew you to open the hotel in Shibuya?

YN I was born and raised in Shibuya, so it was an easy choice for me. This district is the birthplace of trends in Tokyo as well as the centre of youth culture. Since we opened Trunk, we noticed that the flow of the people into Shibuya has changed. In the past, it was dominated by street culture but now, there is a notable increase in sophistication, too. 

Why did you choose to work with different young designers?

YN Architect Kengo Kuma is a close friend of mine and I could’ve asked him or someone of the same calibre to design the Trunk Hotel. As the entire ethos of the hotel is to give back to society, I felt that it was right to work with lesser‑known names. I think offering young designers a chance to prove themselves is also a way of helping society.
 
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What would you consider the biggest achievement since you opened?

YN Well, one reason I know this project is successful is that the value of the land has doubled (laughs). The most important aspect for me, however, is how we have made people understand the “socializing” concept. Working with various charities and bringing their products into the space and being able to elevate the act of giving back defines true success. A hotelier is not supposed to be a social worker but at the Trunk Hotel, we are able to be one in our own way.

What does the future hold for Trunk as a hospitality brand? 

YN Most would think of opening in New York or Paris as the next logical step. I think this development model is boring; focusing on who we really are and where we are really from is far more interesting for me. As such, I plan to expand to other neighbourhoods within Tokyo, creating a Trunk Hotel with a distinct concept unique to its surroundings. 

Trunk Hotel, a member of Design Hotels, is located at 5-31 Jingumae, Shibuya-Ku, Tokyo 150-0001, Japan

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