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.
Moving Beyond Standard Hotel Layouts
Traditional hotel design often relies on repetitive, standardized formulas. Urban Soul Project rejects this, instead treating hospitality as a dynamic sequence of human experiences. According to the studio’s design methodology, the goal is to engage guests from the moment they cross the threshold. By deconstructing vast volumes into distinct zones, the firm creates environments that feel intimate rather than institutional.
At the Athenaeum InterContinental Athens, a 35,500-square-meter project completed in 2024, USP reconfigured both common areas and 570 guestrooms. The firm utilized a palette of timber, leather, and curved geometries to preserve the hotel’s original grandeur while introducing a contemporary, tactile character. This approach demonstrates a shift in the industry toward “humanizing” large-scale commercial properties through localized material choices.
Did you know?
The Groningen City Hotel in the Netherlands represents a significant departure from traditional lobby design. Urban Soul Project removed the conventional reception desk entirely, replacing it with a hybrid bar that acts as a social crossroads for guests and locals alike.
Hospitality as a Hybrid of Urban Culture
Modern travelers increasingly seek spaces that blur the lines between accommodation, gastronomy, and retail. Urban Soul Project’s work with the ERGON brand in London and Athens exemplifies this trend. At the ERGON Bakehouse in Athens, the design team integrated an early 20th-century building’s antique staircase and original plasterwork into a modern hotel setting.
This “hybrid” model allows guests to witness the operational side of hospitality, such as the 72H Artisanal Bakery, which features open-plan workshops visible through window frames. By layering heritage architecture with the pragmatic, industrial aesthetic of a professional kitchen—using dark firebrick and stainless steel—the studio creates a space that feels grounded in the local urban fabric rather than a disconnected, globalized luxury bubble.
Landscape-Driven Design and Slow Living
For destination resorts, Urban Soul Project treats the natural landscape as a primary design material. Their work at Domes of Elounda in Crete showcases an architectural framework that follows the land’s natural geometry. The use of red travertine, stone volumes, and shaded terraces integrates the built environment into the hillside overlooking Spinalonga.
This focus on “slow living” reflects a broader shift in luxury travel. Guests are no longer looking for mere aesthetic opulence; they are seeking a rhythm of inhabitation that feels connected to the island’s heritage. By incorporating plunge pools and private patios into the landscape, the studio ensures that local identity and international hospitality standards coexist without aesthetic friction.
Pro Tips for Modern Hospitality Design
- Prioritize Tactility: Incorporate natural materials like marble, linen, and timber to provide sensory warmth that synthetic materials lack.
- Activate the Lobby: Replace stagnant reception areas with multi-functional “social hubs” that encourage productivity and interaction.
- Frame the View: Use architecture to curate the guest’s perspective, turning outdoor landscapes into an active part of the interior experience.
FAQ: The Future of Hospitality Architecture
How is technology changing hotel lobby design?
Designers are moving away from the traditional reception desk. As seen in USP’s Groningen project, the trend is toward hybrid, multi-programmed spaces where guests check in while eating or working, turning the lobby into a social crossroads.
Why is “material sensitivity” important in modern resorts?
Using local, raw materials like stone and travertine helps anchor a resort to its specific geographic location. This prevents the “anywhere-ness” of global chains and creates a more authentic, memorable experience for the traveler.
What characterizes the “choreographed atmosphere” approach?
It is a non-linear design method where the architect considers the guest’s movement through a space as a sequence. Each transition—from the arrival point to the dining area—is designed to trigger specific emotions and memories.
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