Nobu Hotels, the luxury chain co-founded by celebrity chef Nobu Matsuhisa and actor Robert De Niro, has long been synonymous with elegance in destinations from Malibu to Dubai. Yet, for its latest UK venture, Nobu has surprisingly sidestepped the famed Cotswolds—renowned for its picturesque “chocolate box” villages and celebrity residents such as Simon Cowell and Jeremy Clarkson—and turned towards Britain’s smallest county, Rutland.
The Cotswolds, celebrated as a haven for the rich and famous and attracting over 35 million visitors annually, is showing signs of strain. Reports highlight a downturn characterized by overcrowding, rising house prices, and a sense of being “Disney-fied.” Locals express frustration over the influx of trendy coffee shops and the disruptive presence of “TikTok tourists,” influencers drawn more to social media content creation than genuine appreciation.
In contrast, Rutland, nestled in the East Midlands, offers a quieter, more serene alternative. With beautiful countryside, historic towns, charming villages, and highly regarded schools, Rutland is experiencing a rise in popularity — making it an ideal backdrop for Nobu Woolfox. Situated near Stamford, the Nobu resort will encompass 185 acres and feature luxury accommodations, dining, a spa, gym, and private residences designed to provide a restorative escape grounded in nature and tranquility.
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Trevor Horwell, CEO of Nobu Hospitality, emphasizes the uniqueness of this project: “This is a truly special location in the heart of England. For the first time within our portfolio, we have the opportunity to create a countryside retreat experience defined by nature, tranquillity, and a sense of escape.”
Rutland’s appeal extends beyond its natural beauty; its comparative lack of celebrity glitz and proximity to London—about two and a half hours by car—make it a desirable destination for those seeking exclusivity without the crowds. Meanwhile, the Cotswolds’ glamour seems to be fading under the weight of tourism pressures, signaling a shift in where luxury countryside living can be found.