ARCHITECTURE IS BECOMING CULTURAL MEDIA

Why Pharrell x NOT A HOTEL feels inevitable in hindsight

A few months ago, I wrote about why Not a Hotel feels like a meaningful signal for where hospitality is headed — not simply for its model of architecturally significant short-term stays and fractional ownership, but for what it suggests culturally. When Pharrell Williams and NIGO joined as creative advisors and investors, it became clear this was a step…