Behind every hotel lies a story, an identity and a particular approach to hospitality. But how can these elements be translated into spaces that evoke emotion, foster connection and create memorable experiences?
Drawing on the experience of Axel Hotels, this talk will explore how design can become a strategic tool for translating brand values into physical space. Starting from a shared DNA rooted in diversity, authenticity and the creation of spaces where everyone can feel welcome and free to be themselves, each project develops its own distinctive character, embracing the culture, history and personality of the city in which it is located.
The session will explore the conceptualisation and development process behind each project, from defining the narrative and guest experience to bringing them to life through architecture and interior design.
Through recent projects in Bilbao, Valencia and Porto, the talk will show how brand identity and local context can coexist and enrich one another, giving rise to contemporary, distinctive hotels that are deeply connected to their surroundings.
