Beyond the ordinary
Whether it’s family suites with a literary touch, fine dining as a performing art, or radio waves from the hotel courtyard – hotels around the world and across the region are focusing on experiences that surprise, connect, and create added value. Here are five examples of how classic offerings can be transformed into extraordinary brand moments.
Inspiration as a luxury good
How artist residencies, design installations, and creative alliances are enabling new guest experiences.
Hotels have long been more than just places to sleep. They are stages, galleries, meeting places, and spaces for experimenting with new attitudes to life. At a time when travelers are demanding meaning, individuality, and storytelling, the demands placed on hospitality are also evolving. Five projects show how creative collaborations and thoughtful design can create a distinctive profile – with appeal far beyond the region.
1. Art & Connection: One&Only Aesthesis and Alexandria Coe, Athens
Minimalist design meets emotional line art: One&Only Aesthesis showcases artistic depth with its first artist residency. British artist Alexandria Coe created exclusive drawings inspired by nature and architecture under the title Connection. The Private Homes combine retreat, culture, and resort lifestyle—a model that is developing international appeal.
2. Comic dreams & classics: Family suites with storytelling potential
Hotel Amigo, Brussels – Tintin Suite
Belgian cultural heritage as an immersive experience: the Tintin Suite was designed in cooperation with the Hergé Museum – featuring comic drawings, original sketches, and specially designed breakfast tableware. A playful place where families can experience luxury and storytelling in equal measure.
Brown's Hotel, London – Kipling Suite
A literary time capsule in the heart of Mayfair: hand-painted wall art, original letters, and a private library make the Kipling Suite a tribute to The Jungle Book. Afternoon tea and story time transform your stay into stylish family rituals.
The Mark, New York – Penthouse with family stage
Oversized luxury: the largest penthouse suite in the US transforms family time into a spectacular experience. Whether it's a private ice rink on the roof terrace or a slumber party with popcorn and views of Manhattan, hospitality takes center stage here.
Hotel de Russie, Rome – Junior suites with a spirit of discovery
Italian classicism meets modern family aesthetics: with combinable junior suites, a design by Olga Polizzi, and the hotel's own treasure hunt, an urban family adventure is created – complete with the hotel's own frog mascot.
3. Fine dining meets performing arts: Nayuu at Four Seasons The Nam Hai, Hoi An
A restaurant that takes you on a journey through five flavors: at Nayuu, omakase becomes a sensory experience. Chef Alex Moranda combines Japanese precision with Vietnamese soul, ingredients from the hotel's own garden, and surprising sake cocktails. Six courses like a play—focused, skillfully crafted, and full of character.
4. Art as DNA: NYX Hotel Berlin Köpenick
Art not as decoration, but as identity: the NYX Hotel sees itself as a gallery with sleeping accommodations. Even the façade is part of the curated program by Mirko Reisser, alias DAIM, who brings together international urban artists such as KERA, Julia Benz, and STOHEAD. Inside, light installations, sculptures, and wall art tell stories—complemented by DJ nights, pop-ups, and local collaborations. A kaleidoscope of Berlin's urban subculture.
5. Radio waves from the courtyard: Brunfels Hotel & Antenne Mainz
Hospitality meets radio: The Brunfels Hotel in Mainz broadcasts its own radio show live from the courtyard. Café del Mainz Tardeo brings Mediterranean lightness and house music to the neighborhood – together with Antenne Mainz on FM 106.6. A novel collaboration that links hotel, gastronomy, and community and makes hospitality audible.
Our conclusion for the future: Shape the future with ideas, not just square meters
What these projects have in common is not size or budget, but attitude: the willingness to think differently. Whether through art, family experiences, sensory experiences, or music, they show how hospitality can become a medium that inspires, tells stories, and connects people. For hosts, this means having the courage to make their mark. Because if you want to be extraordinary, you don't have to be louder, but smarter, clearer, and more consistent.
From Genusspunkt 3/2025
© Alexandria Coe
