Today associated above all with sushi and miso black cod in a sleek environment, the chain Nobu was established in 1987 as a single Japanese-Peruvian fusion restaurant in Los Angeles by chef transplant Nobu Matsuhisa. Completely novel at the time, the fusion of two very distinct cuisines for a high-end dining experience helped propel Nobu to prestige among the city’s celebrity population.
Repeat customer and Matsuhisa’s friend Robert De Niro eventually helped the restaurant expand to more locations both in the U.S. and globally in what today is a 56-restaurant empire.
The first Nobu hotel opened in Las Vegas in 2013 while additional locations in Miami, Chicago, Barcelona, Manila, London and Ibiza among other cities also followed in the coming decade. The Nobu hotel expansion in particular has been one of the fastest of any modern hospitality group.
The new Nobu Woolfox to bring Japanese-Peruvian style to the English countryside
While the majority of Nobu hotels are located in major metropolises (the Ibiza and Marbella properties in Spain are two exceptions), the hospitality group has now set its sights on rural England.
This week, the hospitality chain revealed plans to build a Nobu hotel, branded residences and restaurant on 185 acres of land in the English countryside. The new Nobu Woolcox has been slated for Rutland, a ceremonial county whose history traces back to the 11th century but that was formally separated from Leicestershire in 1997.
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Near the Georgian town of Stamford, Rutland is often referred to as “the smallest county in England” and is known for the Rutland Water manmade lake popular among boaters and birdwatchers.
The new Nobu project will be built around the lake for a wellness experience that taps into the tranquility of the English countryside that inspired countless writers over the centuries.
Nobu
“A setting defined by nature, tranquility and a sense of escape”
“For the first time within our portfolio, we have the opportunity at Nobu Woolfox to create a special countryside retreat experience — one that offers all the hallmarks of Nobu, but in a setting defined by nature, tranquillity, and a sense of escape,” Nobu Hospitality CEO Trevor Horwell said in a statement on the newest project.
While details about the exact construction timeframe and specifics around the project have been scant, currently-announced plans include a lakeside hotel with a spa and pool built on landscaped grounds along with a main Nobu restaurant and several smaller bars and food spaces spread throughout the property grounds.
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The branded residences will presumably be similar to the Nobu condos and holiday homes in cities such as Amsterdam, Tulum and Krakow that are purchased as either main residences or holiday real estate.
The interest in this part of England — Rutland County is bordered by Leicestershire, Lincolnshire and Northamptonshire — comes amid a growing interest in “rural tourism” in the country. The market of travel to the English countryside and various rural farms is projected to grow in the double digits and be worth up to £685 million (approximately $934 million USD) by 2030.
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