Tokyo’s Yoshiwara. Once one of Japan’s largest pleasure quarters, this district flourished and was vividly immortalized in kabuki and ukiyo-e. Today, it is known as one of Japan’s major soapland districts, with bright neon lights glowing along the streets. Yet beneath the glow lies an air of exclusivity, a unique atmosphere that seems to seep from the city’s layered history. And right in the midst of it all is Moire Hotel, a design hotel that stands apart and instantly draws the eye with its bold presence.
How Moire Hotel Found Its Home in Yoshiwara
The iridescent design is inspired by the colors of the LGBTQ+ pride flag.
The word “moiré,” which gives the hotel its name, refers to interference fringes where different patterns overlap to create new patterns. It reflects the vision of creating a space where different cultures overlap, transcending boundaries of race, nationality, and LGBTQ+ identity, and giving rise to something entirely new.
When asked why he chose Yoshiwara specifically, owner Masuda replied, “I wanted to build the hotel in the heart of the former pleasure quarter. Outside of it, it wouldn’t have the same meaning.”
Today, Yoshiwara carries a somewhat dark reputation, often seen as a “scary” district that can feel intimidating for women walking alone. Yet it was once a vibrant place, where oiran (high-ranking courtesans) would stroll with elegance and flair. Moire Hotel’s mission is not to erase that history, but to reinterpret it for the present and share it with a modern audience.
Moire Hotel takes on a different impression at night than it does during the day : Courtesy of Moire Hotel
Stepping inside the hotel, you can sense a modern design sensibility while still respecting the context of Yoshiwara. For example, there’s a bathtub deliberately placed inside the restroom. At first glance, it may seem unconventional, but it serves as a metaphor for the soaplands scattered throughout the district and is part of a storytelling concept that could only exist in this particular space.
The pink restroom is a favored Instagram backdrop for young visitors.
Interior Evoking the Pleasure Quarters of Yesteryear
Stepping into the first-floor café and bar lounge, you enter a retro-futuristic space inspired by the cafés of the Meiji era. Unlike today’s coffee shops, these establishments were places where jokyū, women in a hostess-like role, would sit alongside guests, entertaining them with conversation and attentive service.
The drinks lined up across the bar counter make an impressive, striking display.
Evoking the cafés of the past, a current adult film actress greets guests as the okami (proprietress). By bringing modern erotic culture into the experience, the hotel softens the district’s intimidating reputation and invites younger visitors to explore Yoshiwara.
Proprietress: Miiro Momosaki : Courtesy of Moire Hotel
The second-floor guest rooms are themed around the idea of staying in a Yoshiwara Pleasure Quarter café.
Guests can choose between two styles: the Black Type, inspired by In’ei Raisan (In Praise of Shadows), and the White Type, evoking the luxurious rooms of oiran courtesans. Screens and mosquito nets reminiscent of tayū chambers create intimate boundaries, drawing guests into a world far removed from everyday life.
First image : Black Type Guest Room Inspired by In’ei Raisan (In Praise of Shadows)
Second image : White Type Guest Room Inspired by an Oiran Room
Art also plays a central role in shaping the hotel’s atmosphere. Original works by popular artist Rockin’ Jelly Bean are intentionally hidden behind sheer curtains, reflecting a distinctly Japanese aesthetic: the idea that eroticism grows more potent when it is partially veiled.
Rockin’ Jelly Bean’s Artwork Viewed Through Sheer Curtains
Honoring Yoshiwara’s History While Embracing the Present
Masuda actively engages with the community, taking part in neighborhood and youth association activities, and building trust through local clean-ups and festivals, reiterating that Moire Hotel doesn’t aim to overwrite Yoshiwara’s history but to be part of its present.
He also immerses himself in books about Yoshiwara, studying its history and culture. “Our goal is to convey history without twisting it, presenting it as it is today,” he explains. This thoughtful approach is gradually helping to reshape the district and usher in a new era.
A selection of the books the owner Masuda reads to study Yoshiwara
“I want to harness the energy of this district to create the infrastructure it’s been missing. Eventually, I hope to offer experiences like guided tours of Yoshiwara with our staff, almost like a social studies field trip,” Masuda explains.
Respecting the unique history of Yoshiwara, a district that blends light and dark, while mixing in cutting-edge sensibilities, Moire Hotel creates its own unexpected and new patterns. These patterns promise to transform the district, and the way we see it, into something bolder, freer, and entirely new.
Moire Hotel Yoshiwara 4-15-11 Senzoku, Taito-ku, Tokyo 111-0031 Web site：https://www.moire.co.jp/
