Conversations with UNStudio Colleagues | Global Expert’s Insights

Alexis: Susan, could provide some insight into what the German market is generally seeking out in terms of architecture and design projects, and how hospitality projects might fit into that picture?

Susan Kaiser: In Germany, we are quite focused on mixed-use buildings. We work with both property developers and large corporations, as well as are focusing on developing our own consultancy services. From the outset, we've been involved in understanding the client to develop strategies with them to guide them into the future. This is quite important, especially in terms of hospitality.

As an interior designer, I believe hospitality is about creating emotions. You can only achieve this by understanding not just the client's goals, but also users' needs. It's about layering these elements and perhaps introducing some unexpected ideas to challenge the client, ultimately creating a sense of curiosity and welcome when someone enters a space, be it a restaurant or a residential area. It needs to be more than superficial; it should resonate on a deeper level.

Alexis: And Arjan, I’d like to pose the same question to you: what are clients in the Middle East seeking in terms of hospitality as a typology?

Arjan Pit: In the Middle East, the hospitality sector is incredibly diverse, offering a wide range of options from high-end luxury to more family-oriented accommodations. The high-end segment is particularly influential, attracting numerous international visitors. It's all about unwinding, really. Time has become a highly sought-after commodity, and finding leisure time is a key focus.

Alexis: Can dig into the idea of intertwining hospitality with other typologies? Perhaps also consider what you've learned from other hospitality projects, and how you might apply that to the American market.

Frans van Vuure: Creating such a framework for high-end hospitality doesn't necessarily mean we can deliver that high-end experience on the surface alone. It's somewhat unique to our signature at UNStudio in the realm of hospitality. We're adept at organising flows and providing the formula to transition seamlessly from one space to another. This applies to both front-of-house and back-of-house areas.

Alexis: So, Sander, when we talk about clients in the hospitality sector, what are they really after, especially in Australia?

Sander Versluis: Yes, when we look at the projects we're working on, they're all very much centred around integrating with the community and the people within the Central Business District as a whole. Finding the right location for their hotel or offering is crucial. It's about ensuring that what they provide is a bespoke solution. Gone are the days of cookie-cutter setups. Now, it's about creating a unique, tailored experience and offering the ultimate service that clients are seeking.

Alexis: Indeed. Is the service offering based on the specific wants and needs of different clients, or do you notice any general trends that people are looking for and requesting?

Sander: Generally, there's a significant focus on health and well-being, both physical and mental. It's about providing an escape, a 'home away from home', where individuals can detach from their daily routines and immerse themselves in a new environment. It's all about prioritising 'me time'.

Alexis: All of these answers fall very much in line with how UNStudio approaches our projects, especially this strong emphasis on well-being. How do you go about finding design solutions that cater to health and wellness in these contexts, Sander?

Sander: That's an intriguing question. It's about viewing design from an experiential perspective, almost like a theatrical performance.

Imagine that all the travellers and visitors to our hotels or buildings are experiencing them for the first time. We need to ensure that everything we design is clear and optimised for an ideal user experience. As people move through the building, everything should feel intuitive, with a sequence of engaging spaces and events. It's about crafting different scenes, from arrival to sitting down, and considering what the traveller wants and needs. We aim to avoid any feelings of panic or confusion, gently guiding them through the space. The focus is very much on the experience, making spatial decisions that enhance it.

Alexis: Speaking of enhancing spaces, how do you incorporate different technologies into your approach to hotels or hospitality, especially when a major brand wants to upgrade their technology, Astrid? How do you seamlessly integrate technology into your designs?

Astrid: There are two main ways we apply technology. One is in the final hospitality product, where technology enhances the guest experience, such as automated check-ins and smart rooms tailored to individual preferences. These are standard applications of technology, which integrate themselves into the design. However, during the design process, we consider technology as part of the customer's journey in hotels. We often receive data from clients and conduct our own research into user behaviour, forecasting trends and tendencies.

In terms of design, it's about creating a chain of events for clients to choose from, crafting an inspiring day or week at the destination. This involves linking digital elements, like seamless phone access, with the physical space. It's a discipline in itself, but spatial design remains connected to the human scale.

For instance, AI tools influence how people work in kitchens or with concierges, affecting space requirements. Operations might change, allowing for the combination of certain spaces. In the past, hotels catered to either leisure or business travellers, but now, especially post-pandemic, there's a blend of travellers. We need to provide flexibility and cater to all types of users. Our design software helps us understand not just one type of user, but allows for a multitude of experiences within the hospitality environment.

Alexis: So, Arjan, how do we approach designing for different types of hospitality and experiences?

Arjan: Creating a journey during the stay is key. For work and leisure hotels, accessibility to diverse offerings remains important, including food, space, and experience options, but with a different focus. Leisure-focused hotels emphasise relaxation, spaciousness, and a soothing colour palette and materials, creating a cocoon-like atmosphere. In contrast, work and leisure hotels offer perceived luxury, maintaining connectivity to the outside world. The design focuses on proximity and access to amenities, ensuring guests are not isolated but have everything within reach.

Frans: Yes, and everything revolves around the experience. I believe we're quite strong in this area because our service and experience design can be incredibly useful if we gain more understanding of how it functions within the hospitality sector.

I think, much like we do as UNStudio, we're often pioneers. If we can find projects that aren't just front-of-house hotels but are different, we can make a mark. For example, I was discussing a lounge for an airline within infrastructure, which aligns with our unique qualities, or in a mixed-use or higher education campus environment where we can work on interiors. If we link these projects to our hotel approach, not by simply transplanting hotel experiences into them, but by integrating that experience into our hotel methodology, we could truly set ourselves apart.

However, collaboration is essential for this. It's not just an American thing; it's a global endeavour.

Alexis Traussi: Yes, and within these different global perspectives, there seems to have clients wanting to create something, but then there's also high demands from consumers. How do you, as a designer, Garett, navigate designing for both parties, especially when there might be conflicts or, conversely, cohesion?

Garett Hwang: It's interesting because clients, especially those with experience in operating hotels, usually have a clear understanding of the market they're targeting. For them, it's very much about the numbers—they need to achieve a certain number of rooms and ensure profitability. The challenge lies in creating a diverse experience that maximises income. They have to adapt to various trends, whereas visitors might only come once for the experience. The goal is to make the hotel as diverse as possible, allowing it to build its brand and remain flexible.

In Asia, for instance, having a banquet hall for weddings is incredibly valuable, as weddings bring in significant revenue. The hotel design often revolves around the banquet hall's location, ensuring it can be accessed without disrupting the rest of the hotel. It's about making the space as appealing and flexible as possible to attract a wide range of visitors, thereby increasing the site's overall value and demand. It's a balance between short-term and long-term objectives.

Additionally, there's the brand's influence, which has its own requirements regarding how a specific hotel fits within their broader international identity and goals for the region or specific traveller demographics. It's a complex juggling act.

Alexis: Yes, definitely. One interesting aspect of the campaign we're working on is exploring the concept of hospitality, as it means different things to different people. As designers, Susan, do you have these discussions, and how do you define what hospitality is?

Susan: We frequently discuss this topic, especially for larger projects, including office buildings. The aim is to create spaces where people feel at home and want to visit. While food and beverage are important, there are other factors, such as community spaces where people can meet or rent for various purposes. We strategise on elements like whether to include a café, bar, or restaurant, catering to both employees and external visitors. It's about placing these elements appropriately and considering how to connect with people inside the building while also leveraging external surroundings to create bridges and connections.

Alexis: How do you encourage community interaction with the building, and is there a focus on environmental sustainability in the Middle East?

Arjan: That's evolving. With more investment and long-term visions, like those in Dubai and the UAE, there's a growing focus on city livability and sustainability. This includes both social and environmental aspects. Dubai, for example, has developed rapidly, sometimes without holistic planning. Now, there's a shift towards connecting developments and creating a city for people, not just buildings. Hotels play a significant role in social gatherings, serving as venues for events and everyday activities, which adds a social layer to the city.

Hotels aren't just for guests; they're meeting places for locals, hosting birthday parties and social events. This social aspect can be expanded, making hotel lobbies accessible for work and leisure without charge. This development of the social role of hotels is growing, enhancing their function as community hubs.

Alexis: Frans, you mentioned inclusivity is important. What do you mean by an inclusive hotel in the US?

Frans: It's a bit of a contradiction because America is a diverse nation, yet still predominantly American. If you don't cater to international guests, you miss out on a significant business opportunity.

There's a lot of internal travel in the US, which is both a challenge and a potential. That's why many big chains are here. Despite some being subpar, they're crowded because they cater to everyone makes them accessible for short holidays. People take small holidays, like over Labor Day or Thanksgiving, rather than long ones, so affordability is key.

Alexis: What do you think the future of the hospitality industry looks like? Or will be?

Sander: I believe that highly tailored offerings are becoming more prevalent.

It's becoming easier to track people's preferences and identify user profiles. People use various tools and systems to understand who visits, what they want, and how they wish to be welcomed and spend their day. This allows operators to respond very specifically to their clients. There's a growing expectation for recognition and a truly personalised experience when guests visit a hotel.

Alexis: What do you see as the future of the hospitality industry in China or the broader Asian market, Garett?

Garett: The future of hospitality, I believe, mirrors the evolution of other typologies. Shopping malls used to be solely about shopping, and hotels were just for staying. That's no longer the case. People's lives are becoming so integrated that hotels now serve multiple purposes, such as work and leisure. The future of hospitality will likely involve catering to those who are there for business, recreation, or a combination of activities.

There's an eco-trend emerging, with new ways to relax, such as resorts that block wireless access to encourage disconnection. The trend is moving towards merging eco-friendly and luxury experiences. Hotels will offer high-end services in an environmentally sustainable way, wrapped in complex branding. They won't be pigeonholed as just spas or family retreats; they'll offer a comprehensive experience.

This evolution is driven by the ambitions of travellers who want to experience something different. It's about blending unexpected typologies to create new brands and experiences.

Alexis: And finally, Astrid, what do you see as the future of hospitality? What changes do you think will impact the sector next?

Astrid: Focusing on Europe and the Mediterranean, we've observed a significant upswing in recent years, quite different from 20 or 30 years ago when the focus was solely on leisure or business travellers. Now, the blending of travel purposes demands a more diversified offering. This includes a variety of room types and service levels, allowing guests to choose between four-star or five-star experiences, and spaces that make them feel both at home and abroad. Multifunctional spaces in hotels can adapt to different needs. On a larger scale, we're seeing the boundaries between hospitality spaces and urban or green environments blur.

It's becoming less about a single building with a specific hospitality offering and more about creating neighbourhoods or districts where different services blend, much like in a city. Some of our clients in the Mediterranean are developing projects with multiple brands, each telling a unique story and catering to specific clients, yet together forming a cohesive neighbourhood. This creates a socially engaging environment that links to the city's context.

In the future, we expect more of this cross-fertilisation of guests moving between places, which benefits business plans and enhances the identity of the location. It can transform tourist environments, shifting from student-focused party destinations to more diverse uses. The design involves buildings, interiors, and products, but ultimately it's about creating a curated experience.

Alexis: It seems like there's almost cross-competition, which can be challenging to navigate. How do you decide which brand gets the best space in this battle of brands?

Astrid: In a way, it's more sustainable. If you have an area, like an island with an airport, you want to maximise the quality of the space available. Sensible tourism creates a better environment, driving economic benefits for inhabitants and generating work. It needs to be balanced, unlike the overdevelopment seen in some Mediterranean areas 30 years ago. If the balance is right, both residents and visitors can benefit from the natural resources.

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