DETAIL

Objective:
Created an English landing page to introduce the unique experience of staying at a traditional Japanese ryokan and encourage international guests to make a reservation.

Design Approach:
For the English-speaking audience, the ryokan was positioned not simply as a place to stay, but as a luxurious retreat where guests can step away from everyday life and reconnect with themselves.

The visual direction centers around silence, nature, privacy, and Japanese aesthetics, using generous whitespace, muted tones, and subtle circular elements inspired by ripples on water.

Rather than simply listing the property’s features, the page focuses on the experience of staying at AO—from relaxing in a private open-air bath to enjoying traditional Japanese cuisine and spending quiet moments surrounded by nature.

The English copy was also adapted rather than directly translated, balancing the original Japanese concept with language that feels natural and evocative to an English-speaking audience.