Urban Soul Project: Turning Local Narratives into Spatial Design
Urban Soul Project (USP), the Thessaloniki-based architecture firm named Architectural Studio of the Year at the 2026 GRAIL Awards, is shifting hospitality design away from standard hotel layouts toward non-linear, choreographed atmospheres. By integrating material sensitivity with local cultural markers, the firm creates spaces that prioritize guest experience and memory over rigid, brand-imposed visual uniformity. … Read more