interihotel, the leading event in design for hotels and restaurants, will hold its MAD24 edition from November 19 to 21 at IFEMA Madrid. Visitors will be able to explore two concept rooms designed by the renowned architecture and interior design studios El Equipo Creativo and Zooco Estudio, who will be in charge of landing two concepts inspired by the hotel chains CoolRooms and VP Hoteles. These concepts are the result of a design thinking exercise (led by AMBIT Living Spaces Cluster within the framework of its Interiors Living Lab project) aimed at generating new knowledge on how to respond, from an interior design perspective, to the needs of the new traveler profiles in the hospitality sector. To this end, the spaces will analyze usability, user interaction with objects and their emotional response to interior design through neuromarketing techniques.
Genius Loci Concept Restaurant by El Equipo Creativo & inspired by CoolRooms Hotels
The hotel chain in charge of proposing the first of the challenges has been CoolRooms Hotels, characterized by its authenticity and design achieved through the fusion between history and innovation. This challenge has resulted in a concept restaurant inspired by the Hotel Palacio de Atocha 4 * owned by the brand in Madrid, and has been developed by El Equipo Creativo, a renowned interior architecture and design studio founded in 2011 in Barcelona by architects Oliver Franz Schmidt, Natali Canas del Pozo and Lucas Echesteve Lacy.
The name of the concept restaurant, “Genius Loci Concept Restaurant”, comes from the concept of “Genius Loci”, understood as a determining factor of the architectural work when the physical, sensory, natural, cultural and spiritual elements are fully considered at the time of design, giving the place an essence and character of its own.
The studio has presented a proposal that seeks to highlight the good work of the brand in terms of the organic combination of the historical with the contemporary and its desire to connect with local culture and sustainability, for which it has tried to reproduce a moment so typical of this local culture such as sitting around the table to eat or drink and, above all, to socialize. An act of meeting and celebration recreated in an environment reminiscent of classical forms, but contemporary in its layout and finishes, which seek to create two complementary environments within the same space.
The concept restaurant focuses on two traveler profiles: on the one hand, the Luxury hunter, a type of traveler avid for exclusive and luxury experiences, with a preference for immersive environments, authenticity and cultural experiences. On the other hand, the Authenticity seeker, a traveler who seeks authentic immersions in local environments and cultures, who seeks not to feel like a tourist. The materials and finishes chosen for the space reinforce this approach: one of the rooms is dominated by the color terracotta, which is associated with an indoor lounge, while the other is dominated by shades of cream and green, evoking the idea of a courtyard. Fabrics, upholstery and wallpaper create a warm visual composition, but also generate an acoustic comfort that is essential for a gastronomic space.
Harmony Seeker Concept Lobby by Zooco Estudio & inspired by VP Hoteles
VP Hoteles, a hotel chain with origins in Madrid which is widely recognized for its excellent gastronomic offer, has launched the challenge of designing a concept lobby inspired by the VP Hotel Jardín Metropolitano 4* combining biophilic design, flexibility and user experience. Zooco Estudio, the prestigious Madrid architecture studio founded in 2009 by Miguel Crespo Picot, Javier Guzmán Benito and Sixto Martín Martínez, has been the studio in charge of landing the hotel chain ‘s proposal.
In this case, the name of the concept lobby, “Harmony Seeker Concept Lobby”, comes from the concept “harmony”, which suggests a person who seeks a balance between luxury, well-being and functionality. “Harmony Seeker” evokes a traveler profile that appreciates the symmetry and serenity of geometric design, the integration of nature and the flexibility of space.
Zooco, on the basis of the use of geometry as a fundamental tool to create spaces, propose a serene space built around a focus of nature and light, very defined at the level of form but diffuse in terms of its limitations of use: from a lobby to a work space, through a cafeteria or a lounge, the space is fully sectorizable according to the needs of the hotel.
The traveler profiles to which this space aims to are, therefore, the Luxury hunter, who represents the international traveler who expects the hotel to offer a sophisticated and elegant atmosphere, and the Business, a client who travels for business reasons, such as meetings, conferences or corporate events. The materiality used in the space is at the service of these visitors: the use of textiles, both in seating and vertical glazes, and walnut wood in the elements of reception, cafeteria and ceilings generates a serene and calm environment that translates into well-being for the user.
More information and registration: www.interihotel.com/en
