Crafting luxury: The art and science of hotel and resort design
In
today’s
ever-evolving
travel
landscape,
the
concept
of
luxury
has
undergone
a
profound
transformation.
It
is
no
longer
merely
about
opulence
and
extravagance
as
discerning
travelers
seek
meaningful
journeys
that
embrace
local
culture
and
sustainability,
the
hospitality
industry
is
redefining
itself
to
meet
these
demands.
Brand
TD
speaks
with
José
Cláudio
Silva,
Design
Principal
at
10
Design,
about
how
luxury
has
evolved
over
the
years,
the
design
trends
shaping
its
future,
and
the
delicate
balance
between
opulence
and
sustainability.
He
also
shed
light
on
the
art
of
infusing
local
culture
and
heritage
into
designs
while
maintaining
a
sense
of
authenticity
and
how
to
navigate
budget
constraints
without
compromising
on
the
quality
of
the
guest
experience.
Brand
TD:
What,
in
your
opinion,
defines
the
true
essence
of
luxury
when
it
comes
to
designing
hotels
and
resorts?
José
Cláudio
Silva:
In
today’s
travel
landscape,
authenticity,
experience,
and
attention
to
detail
are
key.
Mindful
travelers
seek
meaningful
travel
experiences
that
tread
lightly
on
the
environment
and
immerse
them
in
the
local
culture.
To
meet
this
demand,
hotels
are
redefining
what
it
means
to
be
a
welcoming
and
sustainable
destination.
From
the
design
of
the
building
itself
to
the
smallest
of
details,
hotels
are
incorporating
eco-friendly
practices
that
benefit
the
local
community.
Brand
TD:
How
has
the
concept
of
luxury
in
hotel
and
resort
design
evolved
over
the
years,
and
what
trends
do
you
see
shaping
its
future?
Silva:
The
modern
traveler
seeks
experiences
that
engage
all
the
senses
and
transport
them
to
a
state
of
bliss.
To
meet
these
elevated
expectations,
designers
are
incorporating
natural
elements
into
hotel
designs
to
promote
mindfulness
and
well-being.
As
our
work
has
shown,
immersing
guests
in
nature
through
thoughtfully
designed
spaces
can
create
transcendent
experiences
that
foster
emotional
connection
and
joy.
As
people
become
more
isolated
in
the
modern
world,
there’s
an
increasing
need
for
social
connection
and
a
sense
of
community.
The
traditional
members’
club
model
is
being
revamped
to
meet
this
need,
providing
a
space
for
people
to
gather,
connect,
and
create
meaningful
relationships.
Rooms
are
no
longer
the
main
attraction,
in
addition
to
providing
a
comfortable
place
to
stay,
hotels
are
now
incorporating
features
such
as
restaurants,
workspaces,
wellness
facilities,
and
creative
spaces
to
appeal
to
a
wider
range
of
guests
and
encourage
them
to
spend
more
time
in
the
hotel.
Brand
TD:
Luxury
can
mean
different
things
to
different
people.
How
do
you
approach
creating
designs
that
cater
to
a
diverse
range
of
luxury
preferences
and
cultural
backgrounds?
Silva:
Creating
a
design
that
is
rooted
in
the
local
context,
and
that
provides
spaces
for
both
connection
and
disconnection,
is
essential,
to
provide
ample
space
and
opportunity
for
people’s
preference.
The
physical
and
cultural
context
of
a
place
should
be
reflected
in
the
design,
giving
guests
a
sense
of
place,
and
helping
them
feel
connected
to
the
location.
In
short,
authenticity
and
a
truthful
interpretation
of
the
locale
are
vital.
Brand
TD:
Sustainability
is
becoming
increasingly
important
in
the
design
industry.
How
do
you
balance
the
desire
for
luxury
with
eco-friendly
and
sustainable
design
principles
in
your
projects?
Silva:
Sustainability
is
no
longer
enough,
sustainability
is
the
default,
the
bare
minimum,
we
must
now
think
about
regeneration
and
designing
hotels
that
improve
the
local
environment,
not
just
reduce
the
negative
impacts.
We
can
inspire
a
new
way
of
thinking
by
bringing
the
local
climate,
ecology,
and
community
into
the
design
process,
creating
hotels
that
are
sensitive
to
their
surroundings
and
beneficial
to
the
planet.
Brand
TD:
Luxury
often
involves
attention
to
detail.
Can
you
share
some
specific
design
details
or
elements
that
you
believe
make
a
significant
difference
in
creating
a
luxurious
atmosphere
within
a
hotel
or
resort?
Silva:
The
guest
journey
should
be
considered
as
a
whole,
not
just
as
a
series
of
separate
spaces.
By
thoughtfully
considering
the
flow
of
movement
throughout
a
hotel,
architects
can
curate
an
experience
that
feels
organic
and
intuitive.
It’s
also
crucial
to
pay
attention
to
the
details
of
a
hotel’s
design,
from
the
selection
of
materials
to
the
interface
of
those
materials.
Each
choice
should
be
made
with
intention,
considering
the
local
context
and
culture.
Brand
TD:
Travelers
today
are
seeking
unique
and
immersive
experiences.
How
do
you
incorporate
elements
of
local
culture
and
heritage
into
your
designs
to
provide
guests
with
a
sense
of
place
and
authenticity
while
maintaining
a
sense
of
luxury?
Silva:
The
most
discerning
travelers
are
looking
for
more
than
a
superficial
replication
of
the
past;
they
want/expect
spaces
that
are
deeply
connected
to
their
surroundings,
spaces
that
draw
inspiration
from
the
historical
and
cultural
context
of
the
locale.
This
regional
approach
to
design
allows
guests
to
engage
with
the
destination
on
a
deeper
level,
fostering
a
sense
of
connection
and
lasting
impression.
By
understanding
how
people
have
lived
in
the
destination,
we
can
create
spaces
that
are
more
meaningful
and
timeless.
Brand
TD:
Budget
constraints
can
sometimes
limit
the
scope
of
luxury
in
hotel
and
resort
design.
How
do
you
navigate
these
challenges
to
ensure
that
the
design
quality
and
guest
experience
aren’t
compromised?
Silva:
Early
collaboration
and
planning
between
us,
the
client,
and
the
cost
consultant,
is
fundamental
to
understand
the
vison
and
constraints,
if
that
happens,
it’s
possible
to
create
spaces
that
feel
elevated
without
breaking
the
bank.
By
strategically
focusing
on
certain
‘wow’
moments,
we
can
create
an
experience
that
feels
luxurious
without
unnecessary
spending.
