Powderlife had a chat with Odin Project director Nicolas Gontard
What was your focus before Niseko?
I started a telecommunication products company, where I designed and manufactured bluetooth headsets for telephones. I built this company into a global brand, with sales all around the world, and then sold the business to a listed European group in 2007.
Bjorn and Chris Fjelddahl, who are my partners in the projects, operate a brand consultancy and brand publishing companies, with four offices across China. Their clients are multi-national brands like Apple, Starbucks and Virgin.
Why has your focus now shifted to Niseko?
Chris Fjelddahl first discovered the place, thanks to his Japanese wife, in 1997. Then the three partners started going regularly, firstly because we are all hooked on the snow. But we also started going there during the summers as well and have fallen in love with the pristine nature. We have always done a lot of outdoor sports together. We have done multi-day adventure races in the wild in Thailand, China, Philippines, in the Himalayas, hiking, mountain biking, kayaking and river rafting. We love nature and Niseko satisfies all of those appetites.
What are your plans in Niseko?
Our plans are to create one of the most thoughtful luxury brands in Niseko. We don’t believe in ostentatious, flashy luxury. We can see how wealthy people worldwide are going to be huge drivers of the ‘green movement’.
There are currently three projects under way. The Odin Residences are two large residences of close to 500sqm each. They both carry an architectural signature, which is a huge, floating roof under large bay windows oriented towards Yotei-zan. The first residence is breaking ground in March or April this year.
We also have Yasuragi by Odin – five apartments of 90 to 170swm each, built with an spa/onsen-style bath area at the heart of each flat. The building itself keeps the signature floating roof concept. All apartments have the same great views on Yotei-zan.
Finally, Kimamaya by Odin is a boutique hotel concept with serviced hotel suites of 80-90sqm each. All are rentable as one or two-key flats. The hotel offers a lounge, bar and restaurant.
How has interest been in the projects?
We have had great interest, despite the tighter worldwide economy, in the first market where we are currently marketing – Hong Kong. Because we service a high-end market segment, these sales are usually quite private and often require personalised tailoring of the product itself. We will gradually start marketing to high net worth individuals around key markets in Singapore, China and Macau as well.
We believe Niseko is a great alternative to Whistler or Aspen for wealthy Asians who are not prepared to travel as far and lose two days of skiing to jetlag. Hence our marketing is centered on southeast Asia.
The first Odin residence was sold to a renowned Fortune 500 businessman last year, after it was introduced on the market at record-beating ¥350,000,000 (almost US $4 million).
How do you feel about the future of development here considering the current market state?
One would clearly be very unwise to take the slowdown lightly. As in any downturn, despite the challenges, there are some silver linings. It kicks out the speculators, and usually heralds a return to quality. That’s where we see Odin will benefit. We’re in it for the long run, and we’re sweating the product quality really, really hard. We’ve been at it for the last two years already, and have involved some of the most talented designers, architects, interior designers and construction engineers.