The Unbound Collection by Hyatt brand debuts in Japan’s ancient capital of Nara
Hong Kong, 28 May 2025 – Global branding and design firm, Eight Partnership, unveiled today the brand identity for Hotel NEI Nara, a franchised hotel agreement between owners JR Tokai Hotels Co., Ltd. and Hyatt affiliate. Set to debut as the brand’s first hotel in western Japan and the third overall in Japan, the property will reflect Nara's rich cultural heritage while embracing contemporary elegance in its design and experience.
Eight spearheaded the development of the hotel’s brand DNA, “The Mystique of Nara," distilling the city’s historical heritage into a strategic foundation that aligns with The Unbound Collection brand’s one-of-a-kind hotels. The collection is a curated compilation of story-worthy luxury properties, each one offering guests unique experiences in special locations, ranging from boutique hotels nestled in historic landmarks to modern stays that serve as hidden urban havens. From naming to visual identity, Eight crafted a brand presence that captures the depth and allure of this landmark project at every touchpoint, ensuring a seamless blend of Nara’s timeless mystique with contemporary hospitality.
The name NEI Nara is written as 寧 奈良 in Japanese characters. It draws inspiration from the Manyoshu (万葉集), one of Japan’s oldest poetry anthologies, where the character “Nei” (寧), from the historical term “Neira” (寧楽), conveys serenity and tranquility. This name evokes a deep respect for tradition and a return to origins. Hotel NEI Nara invites guests to experience and discover Nara’s timeless heritage and mystical charms alongside modern hospitality. This character also serves as the defining emblem of the hotel’s visual identity.
“Hotel NEI Nara represents a significant milestone as we establish our first base in Nara,” said Shunsuke Niwa, president of Central Japan Railway Company . “We are confident that we can create even more allure for Nara’s travel scene in collaboration with the local community. Our goal is to share Nara’s charm both domestically and internationally, providing a platform where visitors can experience and feel the essence of the region first hand.”
Chris Fjelddahl, Partner at Eight Partnership, added: “Our work on Hotel NEI Nara is incredibly rewarding as the Nara prefecture continues to invest in its hospitality landscape, actively supporting the development of new accommodations. Hotel NEI Nara will aim to build on this momentum and join The Unbound Collection by Hyatt’s global portfolio. With Nara’s cultural depth and timeless heritage, we endeavour to offer an authentic gateway to serenity and discovery, inspiring guests to create their own stories. We are honoured to create a cohesive brand identity that captures this one-of-a-kind setting and elevates the vision of its owners.”
Nestled between the historic Kofukuji Temple and Nobori-oji, Hotel NEI Nara will offer guests convenient access to Nara’s UNESCO World Heritage sites and modern Kii Peninsula experiences. The property will also easily connect guests through Kintetsu Nara Station and JR Nara Station. The project is a joint undertaking between Central Japan Railway Company, JR Tokai Real Estate Co., Ltd., and JR Tokai Hotels Co., Ltd. As a significant investment in Nara’s future as a cultural and tourism hub, it embodies the storytelling ethos of The Unbound Collection by Hyatt.