NEWS

PLAY&co Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Yoshiaki Nakajima; hereinafter "PLAY&co") will pre-open "Villa El Cielo Myoko," a private villa available for exclusive use to enjoy the four seasons and hot springs, in Myoko City, Niigata Prefecture, on Wednesday, April 1, 2026. Reservations will begin on Tuesday, February 10, 2026, prior to the pre-opening.

Villa El Cielo Myoko is designed to provide a comfortable stay experience, allowing guests to transition smoothly from snow activities and nature experiences to relaxing in hot springs and the villa. Leveraging Myoko's unique characteristics—including some of the heaviest snowfall in Japan, hot springs, and distinct seasonal changes—the villa primarily targets skiers and snowboarders from both Japan and abroad, as well as guests seeking extended stays to fully enjoy nature and hot springs. Through amenities such as exclusive use of the entire villa on a vast 3,000 square meter property and private hot springs, Villa El Cielo Myoko offers a high-value luxury accommodation experience for those who value the quality of their stay itself.

Booking site:https://playandco.airhost.co/ja/houses/778720


A luxurious private villa that maintains a sense of space and tranquility even with a large group.

This property is a completely private villa available for exclusive use, allowing you to enjoy your time without worrying about outside views. The spacious interior, exceeding 300 square meters and featuring a high ceiling, boasts an open design rarely seen in the surrounding area, ensuring comfort and tranquility even for large groups.

The building has two above-ground floors and one basement floor, with three bedrooms located on the first and second floors. We prioritized creating a space where each guest can relax at their own pace, even while staying in the same building. In addition, large windows have been installed in the bedrooms and living room, allowing views of lush greenery and snowy landscapes, creating a sense of openness and allowing guests to feel close to nature.

Designed to connect the lingering feelings of nature and play to a time for healing mind and body.

Myoko boasts one of the highest snowfall amounts in Japan, as well as numerous hot springs and offers opportunities to enjoy nature throughout the seasons. In winter, skiers and snowboarders from both Japan and abroad visit seeking high-quality snow, while from spring to autumn, visitors can enjoy fresh greenery, autumn foliage, nature walks, and trekking. The unique characteristic of this area is that different experiences can be had in each season, all within one location.

At Villa El Cielo Myoko, the entire stay is designed to seamlessly transition from the joys of nature and play into a time of healing for both mind and body. A private hot spring bath is located in the basement, ensuring a smooth transition from snow activities and nature experiences to a peaceful and relaxing soak. A drying room is also provided for guests to comfortably recover after skiing or snowboarding, preventing snow and wet clothing from being brought into the room. With a fully equipped kitchen and appliances, you can enjoy a worry-free stay even for extended periods.

The harmony of nature, hot springs, and space creates a luxurious stay where even large groups can heal their minds and bodies. This is the kind of private villa experience that Villa El Cielo Myoko aims for, where the stay itself becomes a memorable one.


Facility Information

Name: Villa El Cielo Myoko
Pre-opening date: Wednesday, April 1, 2026
Location: 2270-8 Sekikawa, Myoko City, Niigata Prefecture
Access: 45 minutes by car from Nagano Station / 9 minutes by car from Myoko Kogen Station / 7 minutes by car from Myoko Kogen Interchange on the Joshinetsu Expressway
Booking site:https://playandco.airhost.co/ja/houses/778720
Official Instagram:https://www.instagram.com/villaelcielo_myoko/
Maximum capacity: 7 people
Check-in: 4 PM (contactless, self-check-in)
Check-out: 11:00
Structure and Scale: Wooden structure with some reinforced concrete and steel frame construction (2 stories above ground, 1 basement level)
Site area: 3,315.00 square meters (1,002.78 tsubo)
Total floor area: 337.09 square meters (101.96 tsubo)


About facility owners and partner companies

The opening of this facility was made possible through collaboration between the facility owner, el cielo Co., Ltd., Naka Architectural Design Studio Co., Ltd. for the design, and Tap Co., Ltd. for the creative production.

Naka Architectural Design Studio Co., Ltd.
Representative Director: Tetsuo Uno
URL:https://www.nakastudio.com

Tap Co., Ltd.
Representative Director: Hideaki Genba
URL:https://www.tap-jp.com/about-us


About PLAY&co Co., Ltd.

Under the mission of "creating spaces to connect with the world and fostering encounters that change the world," this company plans and operates 19 real estate properties nationwide, including hotels, hostels, villas, and saunas. (As of February 2026)

Our strength lies in providing end-to-end services from business planning and marketing to store operations. Our real estate planning is characterized by maximizing the appeal of the location and building while incorporating operational and customer attraction perspectives.

Furthermore, by operating a multi-purpose complex facility that incorporates multiple business types, we are working towards a new standard for accommodations that are less susceptible to the effects of social conditions.

List of projects planned and managed by PLAY&co:https://playandco.jp/project/


Company Profile

Company name: PLAY&co Co., Ltd.
Representative: Representative Director, Yoshiaki Nakajima
Established: November 11, 2016
Location: 5th Floor, Shibuya Dai-ichi Seimei Building, 3-8-12 Shibuya, Shibuya-ku, Tokyo
Corporate website:https://playandco.jp/
Business activities: Business planning, marketing, and operation of accommodation and sauna facilities.
Number of employees: 300 (including full-time employees, contractors, and part-time workers) *As of October 2025