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AZUMA FARM – a new luxury resort brand on the horizon

by Elias Berthold

March 22, 2026

in News

Elias Berthold is the CEO of Hospritality (hospritality.com) and the founder of HotelEditorial, with more than 20 years of experience as a global PR consultant advising international brands. A lifelong traveller, Elias has spent decades living in and experiencing some of the world’s most exceptional hotels. This perspective gives him a dual lens: the strategic insight of a seasoned consultant and the discerning eye of a guest who understands that today’s hotels are more than just places to stay. Through HotelEditorial, Elias curates the stories that matter most, highlighting the people, places, and projects shaping the future of global hospitality, from groundbreaking new openings to visionary developments in the making.

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AZUMA FARM – a new luxury resort brand on the horizon

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Elias Berthold

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Now Open: Four Seasons Mykonos & AMAALA

The Nell New York to open at Rockefeller Center

AZUMA FARM – a new luxury resort brand on the horizon

AZUMA FARM is a new hospitality brand developed by Azumi Japan in collaboration with East Japan Railway Company. The concept is led by Adrian Zecha, founder of Aman.

The new luxury resort brand will debut with AZUMA FARM KOIWAI, opening in April 2026 in Iwate Prefecture, Japan, within the wider landscape of the historic Koiwai Farm.

Designed as an intimate countryside retreat with 24 guestrooms, the property introduces a quieter expression of luxury rooted in nature, agriculture and seasonal living.

At the core of AZUMA FARM is the philosophy of “Farm Life” – a way of living shaped by the land, the rhythm of the seasons, and a close connection to food and community.

Now open: Andaz Lisbon

Now open: The Lake Como EDITION

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