Valentine’s Day is fast approaching. This annual event encourages people to send flowers, chocolates, and cards to show their undying love to someone they’ve been with for a while or are yet to be with.
Many of us are fortunate to have private areas in which we can enjoy one another’s company. But spare a thought for the people who live in Japan. It’s not surprising that in a country with small homes and few closed doors, certain establishments have an estimated revenue of 40 billion dollars, which is double the anime market in Japan.
Japan’s Love Hotel is a cultural icon. This type of hotel’s main purpose is to provide privacy for guests. Japan is home to approximately 37,000 love hotels, which receive more than 500 million visits per year. That’s equivalent to 1.4 million couples visiting these places every Day.
How do you know what to do if you are in a situation that requires such privacy? Easy. Symbols like hearts usually identify the love hotels and a special room rate that includes both an overnight stay as well as a “rest”. This “rest” time can range from 15 minutes to 3 hours, depending on the honesty of people.
You can find these hotels in many cities throughout Japan, usually near highways or stations. The architecture of these hotels is typically garish and not the kind you would want to enter if you were British. Castles, boats or UFOs are all examples of places that make their presence felt. You won’t have to interact with staff when you visit one of these places, as the entrances and receptions tend to be discreet. You’ll find in each room mirrored ceilings and revolving beds. Themes that are based on naughty fantasies may also be present.
Love hotels are fascinating to those who have never experienced them. Francois Prost from Paris was inspired to create a series of photographs while he travelled across Japan. After discovering these unique shapes, he began to capture them as he drove between Tokyo and Shikoku Island in 2023. The result is an exciting new portrait of Japan, a country that has been documented for its neon lights, colourful façades and vibrant street life.
Similar projects have been undertaken in the past. Prost’s previous work includes After Party (2011/23), Gentlemen’s Club, Discoteca, Club Ivoire and After Party: French nightclubs. Love Hotel! Love Hotel!
The collection of Prost highlights the attention to detail and creativity that define these establishments. The most common motifs are replica castles that evoke fairy-tale fantasies and boat-shaped façades which invite you to sail away into a paradise filled with love. Water Gate, for example, is a nautical theme that pays homage to Japan’s maritime past. Hello Sailor!
Design trends are also influenced by their respective eras. Castle replicas became popular in the 1960s and ’70s. More contemporary love hotels have tropical Balinese aesthetics that incorporate bamboo, natural materials, and tropical motifs.
Interestingly, Prost discovered that many of these establishments also incorporate ‘francais’–French-inspired names that often lack literal meaning but convey a sense of romance or sophistication. This is a reflection of the unique fascination that many Japanese have with European culture.
Love hotels have evolved. They are no longer just for romantic rendezvous. They’re now becoming places for social gatherings and karaoke. This is especially true among the younger generation. This shift blurs the lines between love hotels and mainstream entertainment venues, adding another layer of cultural significance.
Prost says that his approach to photographing Hotels of Love is similar to the way he approaches other projects. “I consider landscape photography a form” of photography. “I select specific venues in each country, those with distinctive, kitschy or roadside architecture, and photograph them throughout the region using a consistent framing. I can create a picture of a nation through its vernacular architectural style. “I’m attracted to the aesthetics of these places and how their façades reveal something about those who live or visit them.”
Francois Prost has captured a side of Japan through Love Hotel! that is often overlooked. His photographic portrait highlights the architectural significance of love hotels, allowing us to gain a better understanding of Japanese culture today. His images remind us there is beauty and meaning everywhere and that you can find fascinating layers of culture, history and human connection, even if it takes only 15 minutes.