Nobu Hospitality — the globally celebrated name co-founded by Robert De Niro, Nobu Matsuhisa, and Meir Teper — has unveiled its latest luxury developments: Nobu Hotel, Restaurant, and Residences Baku and Nobu Hotel, Restaurant, and Residences Montenegro. Both projects are part of an ambitious partnership with Sea Breeze Resort, the high-profile lifestyle brand led by entrepreneur and artist Emin Agalarov.

The announcement marks Nobu’s first foray into Azerbaijan and a return to the Adriatic coastline — a clear signal that the brand is deepening its footprint across emerging luxury destinations.

The Nobu Baku: Contemporary calm on the Caspian

Set along the Caspian coast within the Sea Breeze Resort, Nobu Baku promises to bring the brand’s signature blend of Japanese minimalism and global sophistication to one of the most vibrant corners of the Caucasus.

The property will feature 80 refined hotel rooms and 100 Nobu Residences, including five ultra-luxury villas — each designed to reflect the brand’s clean architectural language of natural materials, soft lighting, and understated elegance.

At its heart will be the Nobu restaurant, offering Matsuhisa’s famed Japanese-Peruvian fusion alongside a contemporary bar and lounge. Guests can expect more than dining — they’ll experience Nobu’s cultural ethos of connection, where art, cuisine, and design coexist seamlessly.

Additional highlights include a state-of-the-art wellness spa, a fitness center, and extensive event and leisure facilities, all set against the serene backdrop of the Caspian Sea.

“We are incredibly excited to introduce Nobu to Azerbaijan,” said Trevor Horwell, CEO of Nobu Hospitality. “This partnership reflects our dedication to delivering exceptional experiences that merge hospitality, design, and world-class dining.”

Montenegro: Nobu’s Mediterranean comeback

Meanwhile, along the Adriatic coast, the Nobu Hotel, Restaurant, and Residences Montenegro will extend the brand’s Mediterranean presence. Nestled in another Sea Breeze Resort enclave, the project mirrors Baku’s blueprint — an 80-room hotel, 100 residences, and five custom-designed villas — with sweeping sea views and direct waterfront access.

Montenegro, already an established luxury magnet attracting the likes of Aman, One&Only, and The Chedi, is experiencing a new wave of lifestyle hospitality investment. Nobu’s return here signifies more than expansion — it’s a strategic positioning move in a region that’s redefining what “affordable exclusivity” means in European travel.

“Having Nobu in both Sea Breeze Baku and Sea Breeze Montenegro is a milestone for us,” added Emin Agalarov, founder of Sea Breeze Resort. “This marks a new chapter for our resort cities — destinations designed for a global community of travelers.”

The Nobu effect: When lifestyle meets investment

Beyond its sushi heritage, Nobu has evolved into a global lifestyle empire, with more than 40 hotels and restaurants worldwide. Each property attracts a hybrid clientele — where high-net-worth travelers intersect with a younger, aspirational audience driven by social experience and design.

By partnering with Sea Breeze, Nobu is tapping into two fast-growing luxury frontiers: the Caspian tourism renaissance and Adriatic real estate resurgence. Both regions are benefitting from heavy foreign investment, luxury tourism incentives, and a post-pandemic surge in destination living projects — developments blending hotel, residential, and hospitality services into one ecosystem.

How Nobu’s strategy fits current market trends

Globally, the ultra-luxury hotel sector is shifting toward residential integration and brand-led living, according to data from Knight Frank’s 2025 Wealth Report. Buyers and travelers alike are seeking curated experiences over traditional hospitality — and brands like Nobu, Six Senses, and Bulgari are responding by merging design, wellness, and community.

However, this expansion also enters a complex landscape. Regions like the Caucasus and Balkans face seasonality challenges, infrastructure gaps, and political uncertainty, factors that have historically slowed luxury development. Yet, Nobu’s presence often serves as a signal of investor confidence, capable of catalyzing tourism growth and property value in new destinations — a phenomenon previously seen in Marbella, Ibiza, and Santorini.

A new chapter for experiential luxury

Nobu’s dual expansion with Sea Breeze isn’t just about hotels — it’s about creating a lifestyle bridge between East and West. Baku brings the opulence of the Caspian, while Montenegro offers Adriatic sophistication. Both projects reinforce the shift toward experiential luxury, where design, gastronomy, and wellness fuse into a single narrative.

In an era where travelers value authenticity, flexibility, and wellbeing, Nobu’s continued evolution proves one thing: the next generation of hospitality belongs to brands that don’t just build hotels — they build cultures.