Japanese architectural company SOBOKUYA, specializing in traditional carpentry and sustainable design, will establish its first Middle East base in the Dubai Design District in November. The company is exhibiting at Dubai Design Week 2025 in collaboration with Nikken Sekkei Dubai FZ-LLC. From its new Dubai base, SOBOKUYA plans to expand into Europe, South Asia, and Africa, developing projects that combine Japanese minimalism, wabi-sabi aesthetics and modern functionality. The move follows the establishment of SOBOKUYA's bases in Vietnam, marking a key next step in its global expansion.
Modern hospitality is moving beyond luxury to embrace culture, authenticity and a true sense of place. Travellers now seek experiences rooted in local identity, from architecture inspired by regional craft to culinary immersion such as olive harvests or sake brewing. Staff act as cultural ambassadors, while partnerships with artisans preserve heritage and support local communities. As wellness and travel intersect with tradition and craft, hospitality is shifting towards meaningful connection and belonging.
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