Along the main boulevard of Maebashi, the capital city of Gunma Prefecture, stands a building that catches every passerby’s eye with its peculiar signs hanging from its facade. These intriguing installations are, in fact, artworks by American conceptual artist Lawrence Weiner.

This is SHIROIYA HOTEL, which opened in 2020 as an immersive contemporary art space, transformed from the venerable Shiroiya Inn – a historic establishment with 300 years of history that regrettably closed its doors in 2008.

The project has drawn numerous artists who support Maebashi City’s revitalization initiative themed around “MEBUKU.” (meaning to sprout).

藤本氏設計の、川の土手のような新しい建物
藤本氏設計の、川の土手のような新しい建物

The hotel comprises two distinct buildings: the original ryokan and a striking new structure designed by architect Sousuke Fujimoto. All 25 rooms are transformed into artistically vibrant spaces, each uniquely adorned with works by globally renowned creators.

Here is a room designed by Jasper Morrison, one of Britain’s leading product designers, offering the warm embrace of natural wood.

As evening falls, exposed pipes outside the windows begin to illuminate. This is “Lighting Pipes”, designed by Argentine artist Leandro Erlich, known for his permanent installation “Swimming Pool” at the 21st Century Museum of Contemporary Art, Kanazawa.

At night, the hotel transforms into a mystical realm, as if beauty fairies are whispering “our time has come,” creating otherworldly spaces of light and color through their playful dance.

Light art installations unfold throughout various spaces in the hotel.

Another essential stop is “MATCHA-TEI,” a space created by the New Material Research Laboratory, a collaboration between contemporary artist Hiroshi Sugimoto and architect Tomoyuki Sakakida, both deeply involved in this project. Here, Bar Director Katashi KIMURA, who has served at prestigious establishments worldwide, offers expertly crafted cocktails and tea.

Equally captivating is “The Restaurant by HIRO KATAYAMA,” which presents “Joshu Cuisine” – a sophisticated haute cuisine approach that takes the rich ingredients and traditional dishes of Joshu (the historical name for present-day Gunma) and reconstructs them with contemporary interpretations.

Chef Hiro Katayama, born in Gunma Prefecture, trained at Tokyo’s Imperial Hotel and in France before returning home to run his own French restaurant. Inspired by this revitalization project, he further honed his skills at Tokyo’s “Florilège” and in Belgium before taking the helm here.

His specialty “Okirikomi” reimagines the traditional noodle dish that symbolizes Gunma’s flour-based food culture into an innovative creation.

Hotel guests can enjoy an original “Okirikomi” as a night snack.

A sample dinner menu includes:

Sommelier Yoshimitsu Kojima, also from Gunma Prefecture, returned to his roots after working at Tokyo restaurants to develop wine pairings and create original non-alcoholic beverages.

The restaurant’s warm hospitality reflects the staff’s deep connection to their hometown.

This unique destination hotel, where contemporary art converges with innovative cuisine, represents a new “MEBUKU” sprouting in the heart of Maebashi city.

Getting there: About 15 minutes from Maebashi IC on the Kanetsu Expressway
Address: 2-2-15 Honmachi, Maebashi City, Gunma Prefecture 371-0023
Website: https://www.shiroiya.com

Text/宮川俊二
Photo/小松勇二