From the forests of Mt. Fuji to the lakeside of Tateshina
A place where new value blossoms

The narrator of this story

Timeless Co., Ltd.
Representative Director / Project Designer

​Mr. Yoshiki Nakamura

Yoshiki Nakamura

Having worked for major general contractors and architectural firms, he is a leading figure in hotel design, having worked on numerous luxury hotels both domestically and internationally. He defines interiors as "architecture that people touch," and pursues the creation of experiential value through the five senses. He is highly regarded for his project direction that transcends disciplinary boundaries.

Timeless Co., Ltd.
Brand designer

​Mr. Kosuke Tanaka

Kosuke Tanaka

After working at interior design firms and branding companies, she has been involved in a wide range of projects, from design to brand development, for hotels and commercial facilities both domestically and internationally. She specializes in total design that fuses insight and creativity, and continues to create diverse experiential value that brings out the charm of spaces.

Timeless Co., Ltd.
Interior designer

Mr. Wang Qi

Qi Wang

Born in Suzhou, China, she came to Japan at the age of 14 and studied interior design at Bunka Gakuen University before joining the company as a designer. She approaches projects and materials with meticulous attention to detail and a calm perspective, striving for high design quality. She is also bilingual, fluent in both Japanese and Chinese.

A "Nordic" resort nestled on the shores of a highland lake.

In January 2026, the TATESHINA LAKE RESORT (formerly Izumigo,Ambient Tateshina), a hotel that harmonizes with nature, reopened on the shores of Lake Megami at an altitude of 1,550m. Many people visit here seeking the refreshing scenery unique to Tateshina, such as the cool waterside in summer and the lake surface sparkling in the sunlight.

The warm and inviting atmosphere of the building is created by the wooden interior furnishings placed throughout. From the stools in the lobby to the large partitions in Restaurant, and the pile of firewood by the fireplace, each piece possesses the gentle yet powerful feel of real wood.

Lobby of TATESHINA LAKE RESORT

"Taking advantage of its location bordering the forest and lake, we aimed to create a space where you can feel nature without feeling constrained. The key word for this was 'Lägertält,' which means 'camping tent' in Swedish."

These are the words of Kosuke Tanaka, a designer at Timeless Co., Ltd., who was in charge of the spatial design of TATESHINA LAKE RESORT. He wanted to realize the "lagertart" lifestyle, in which people in Northern Europe incorporate nature into their lives, on the shores of Lake Megami.

In May 2025, when the concept was finalized and the specific design was being developed, Tanaka and his team received some information. They learned that a large quantity of felled trees had become available from another hotel in the same ICONIA HOSPITALITY group, which was also undergoing renovations at the same time.

Kazuya Okuyama, the team manager in charge of the renovation at ICONIA HOSPITALITY, recalls the process as follows:

"When we rebranded and reopened 'Evergreen-Fuji' in Fujiyoshida City, Yamanashi Prefecture, as 'KAMENOI HOTEL FUJI,' we absolutely had to thin out some of the larch trees. That's when we started thinking about how we could make good use of the felled trees."

KAMENOI HOTEL FUJI

Shining a light on lives that were destined to be discarded.

Upon hearing the news, Mr. Tanaka readily offered to take on the task of felling the trees.

"We wanted to incorporate natural materials with a story to accentuate the space. Larch, in particular, is a tree that symbolizes Tateshina, along with birch. The fact that larch trees grow in the Fuji area gave us confidence that it would bring a unique strength to this project."

The logs brought in from Mount Fuji were magnificent larch logs, mature and ripe for a long time. However, freshly cut, green wood contains a lot of moisture and is not suitable for processing into building materials. Its only remaining use would be as firewood, but the designers, upon seeing its powerful presence, had no hesitation.

Yoshiki Nakamura, the representative of Timeless, says:

"It was a truly fine piece of wood. It would have been such a shame to throw it away. The value of design lies in making the most of a material that can only be found there. I had an almost obsessive desire to somehow incorporate the rich expression of its age rings into the space of Tateshina."

Using green wood as interior material requires a drying process. This usually takes several months or more, but to meet the limited construction time, we chose to use a kiln. Rapid drying puts a great strain on the wood, carrying the risk of cracking or warping during processing, but we deliberately chose this difficult path.

Working with processing companies and local lumber suppliers, they secured kilns and repeatedly placed the wood in the kilns for several days, then removed it to check its condition. Timeless's designer, Wang Qi, visited local lumber suppliers countless times, engaging in dialogue with craftsmen and continuously working with living materials.

fresh wood before drying

Even imperfections add character to the space.

The drying process took about a month, but as feared, many pieces suffered from severe warping and cracking. Only about 10-20% of the total remained in a condition that could be used as large planks or logs as originally intended. However, this is where the designer's skill came into play.

Wang and his team wanted people to experience the natural beauty of the materials, so they never discarded even the oddly shaped scraps. While selecting pieces that could be used as Restaurant partitions, counters, and lobby stools, they also deliberately embraced pieces that had cracked during processing, using the cracks as part of their character and transforming them into decorative firewood.

As a design
"Firewood" placed on the front counter

Even the stools adorning the lobby were meticulously adjusted to reflect the individual differences in each log. Those with beautiful bark were painted white, which also served as an adhesive to prevent peeling. On the other hand, those with the bark removed were painted black, creating accents that add rhythm to the space.

"We start with the best materials, from logs and planks to firewood. We use up as much of what we have as possible, even if it changes form," says Nakamura.

These efforts by the creators have borne fruit, and almost all of the felled trees delivered from Mount Fuji have not been wasted, instead giving new life to various parts of the building.

Larch wood with a rich texture, free from cracks and warping.
In Restaurant partition

Besides the larch wood from Mount Fuji, other elements inherited from other facilities are still present inside TATESHINA LAKE RESORT. One such element is a fireplace that was almost unused because it could not be lit due to design reasons at the AZUMINO KOGEN RESORT Kogen Resort, which was also undergoing renovations around the same time.

The theme for this lobby space is "Kokko," which means campfire in Finnish. In Nordic life, fire is an essential and symbolic element of time spent in nature. To bring to life the experience of "gathering around a fire in a camping tent," a real flame was absolutely necessary.

Since Timeless had handled the design for both locations, this fireplace, which had been left dormant and unused in Azumino, was found to be the centerpiece of the space in Tateshina.

Wood that has been repurposed into fireplaces and stools
Expressing continuity with time and nature

It is only possible if we share a "philosophy of regeneration."

The space, imbued with natural materials, is now bringing about a definite change in the hearts of the guests who visit.

Since the hotel reopened after renovations, guests waiting to check in have shown more interest in the lobby's decor. When staff share stories about the trees felled from Mount Fuji, guests, especially those from overseas with a strong awareness of sustainability, deeply resonate with the hotel's commitment to cherishing resources and its consideration for the environment.

The designer's passion and the words of pride spoken by the on-site staff—when these elements come together, the restored furnishings become more than just interior decor; they become an important part of the hospitality that touches the hearts of guests.

Things that would never have crossed paths under normal circumstances have come together in Tateshina under the single concept of "Nordic living." This is by no means a coincidence.

ICONIA HOSPITALITY develops businesses that take over existing facilities, extract the hidden value within them, and revitalize them. The philosophy of "polishing and making the most of old things" is at the heart of the project.
With numerous renovation projects underway simultaneously, this corporate philosophy was deeply shared by external partners, including Timeless. This is why information wasn't confined to individual sites, and a natural flow of materials being passed down across facilities emerged. The fact that wood from Mount Fuji and fireplaces from Azumino were given new roles in Tateshina was an inevitable result of the "passion" of craftsmen who deliberately spared no effort in an era that prioritizes efficiency.

This philosophy is not limited to the Tateshina project but is embodied throughout the entire group. For example, in the renovation of the Phoenix Seagaia Resort in Miyazaki Prefecture, efforts were made to give new roles to existing assets.

When renovating the bar lounge on the first floor, the replica palm trees that had previously adorned the space were removed in order to create a sense of openness and increase seating capacity. Prioritizing efficiency would have meant discarding them, but here again, Iconia, together with Timeless, who is in charge of the design, sought a way to "make the most of" them. They newly designed a kids' park called "KIDS OASIS" on the third floor, which is connected by an atrium and is inspired by a waterside, and moved the five palm trees there. While maintaining a sense of spatial unity between the first and third floors, the former decorations were reborn as symbols that enhance the resort experience for children.

Experience nature in a way that feels like a once-in-a-lifetime encounter.

The trees, having found a new home within the building, will continue to mark time alongside the changing seasons of Tateshina. Mr. Tanaka says:

"The fact that what you see changes depending on the season and time of day is itself a nature experience. We hope you will enjoy the different expressions each time you visit."

These are objects that once spent years at the foot of Mount Fuji, or quietly awaited their turn in another facility. In the space of Tateshina, where even their chips and scratches are accepted as endearing individuality, a special time flows that can only be found here.

Please come and experience the delicate changes brought about by the rich natural environment for yourself.

Kita-Saku District, Nagano Prefecture

TATESHINA LAKE RESORT

We encourage you to experience the unique designs and worldview introduced in this article firsthand.

View the official website

Fujiyoshida City Yamanashi

KAMENOI HOTEL FUJI
(Formerly: Evergreen-Fuji)

The home of the larch tree is also ideal as a base for sightseeing around Mt. Fuji. Enjoy a relaxing and healing time in a tranquil space surrounded by the forests of Mt. Fuji.

View the official website

Azumino City, Nagano Prefecture

AZUMINO KOGEN RESORT

AZUMINO KOGEN RESORT, which has brought fireplaces to Tateshina. Please come and enjoy the spectacular views of the mountains that loom before your eyes!

View the official website

Miyazaki

Phoenix Seagaia Resort

A tropical resort that evolves with each visit, offering new and exciting experiences. This is a place to savor the "feast of life."

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The philosophy of rebirth = another story

On May 16th and 17th, 2026, we held our third "Charity Market" at ART HOTEL Kashima Central (Ibaraki). This event, which embodied our company's commitment to avoiding waste and connecting things to the next generation, saw approximately 750 visitors over the two days. Nearly 3,600 items were sold, making it a resounding success. All proceeds from this event will be donated.