When it comes to hospitality design, Urban Soul Project (USP) has a unique and captivating approach. They believe in creating experiences that go beyond the typical hotel stay, transforming spaces into immersive narratives.
A Studio's Evolution
Based in Thessaloniki, Greece, USP has grown from a local design studio to an award-winning, multidisciplinary office with an international reach. Their journey began in 2009, and since then, they've expanded their portfolio to include not just hospitality, but also residential and commercial projects. However, it's their work in hospitality that truly showcases their innovative spatial approach.
The USP Methodology
What sets USP apart is their rejection of a singular visual language. Instead, they craft non-linear, choreographed atmospheres that evolve and unfold with each step a guest takes. It's about creating a dynamic sequence of experiences, where architecture, brand identity, and a sense of place come together seamlessly.
Material Sensitivity and Local Culture
One of the key aspects of USP's design philosophy is their sensitivity to materials and their ability to integrate local culture into their projects. Whether it's using timber, marble, and leather to create an intimate atmosphere at the Athenaeum InterContinental Athens, or incorporating regional references and tactile natural materials at the Hyatt Regency Thessaloniki, they ensure that each space tells a unique story.
Hospitality Meets Urban Culture
In their ERGON projects, USP explores the intersection of hospitality, gastronomy, retail, and urban culture. Take ERGON London, for example, where a collaboration with Greek fashion house Zeus+Dione results in a social hub that blends local heritage with modern design. The interior spaces merge with the streetscape, creating a seamless transition between the urban environment and the hospitality experience.
Translating Island Heritage
When it comes to destination resorts, USP takes a nature-centric approach. At Domes of Elounda in Crete, architecture follows the land's geometry, integrating stone, timber, and marble into the hillside. The Chora extension brings this approach to a more intimate level, creating a slower-paced rhythm of inhabitation. Here, USP demonstrates their ability to translate island heritage into contemporary hospitality, where local identity and international standards coexist harmoniously.
Fluid Functionality for Modern Travelers
USP understands the changing habits of modern travelers and designs spaces that cater to their needs. For the Courtyard by Marriott in Ghent, Belgium, they activate public zones with warm textures to foster a sense of community. The hotel's core, SCALA, is a flexible space for various activities, while ARNO, the Italian restaurant, blends culinary and spatial design for an expressive experience. Nearby, STROOM acts as the hotel's social living room, offering an all-day brasserie and café.
Deconstructing Traditional Hospitality
In the Netherlands, USP reimagines traditional hospitality layouts. The Groningen City Hotel features a hybrid bar instead of a conventional reception desk, transforming the lobby into a vibrant social crossroads. This design allows for diverse functions to overlap fluidly, creating an active and multi-programmed environment.
A Consistent Methodology
Despite the diverse scales and contexts of their projects, USP maintains a consistent methodology. Their work is grounded in structure, material intelligence, and technical control, ensuring a cohesive approach that adapts to various accommodations and spatial concepts. It's this precision and attention to detail that allows them to create quiet, choreographed atmospheres that trigger emotion and memory.
Final Thoughts
Urban Soul Project's approach to hospitality design is a refreshing take on the industry. By translating local narratives into spatial experiences, they create environments that are not just functional but also emotionally engaging. Their work showcases a deep understanding of materials, culture, and the changing needs of travelers, resulting in immersive atmospheres that leave a lasting impression.
