When it comes to hospitality design, Urban Soul Project (USP) has carved out a unique niche for itself. Their approach goes beyond the typical hotel layouts, aiming to create dynamic and immersive experiences that engage guests from the moment they arrive.
A Studio's Evolution
Based in Thessaloniki, Greece, USP has grown from a local design studio to an award-winning, multidisciplinary office with an international reach. Their portfolio showcases a diverse range of projects, from architectural landmarks to destination resorts, all united by a common thread: the creation of memorable spatial experiences.
Navigating Scales and Contexts
One of USP's strengths lies in their ability to navigate diverse scales and contexts. At the Athenaeum InterContinental Athens, they transformed vast spaces into intimate zones, using materials like timber, marble, and leather to create a contemporary yet grand atmosphere. Similarly, in their redesign of the Hyatt Regency Thessaloniki, they struck a delicate balance between global brand identity and regional references, infusing the space with a sense of warmth and familiarity.
Hospitality as a Hybrid
In their ERGON projects, USP explores the intersection of hospitality, gastronomy, retail, and urban culture. ERGON London, for instance, is a collaboration with Greek fashion house Zeus+Dione, where local heritage and brand identity merge seamlessly within the surrounding streetscape. This hybrid approach continues in Athens, where the ERGON Bakehouse integrates a modern hotel with an artisanal bakery, offering guests a unique, behind-the-scenes view of the baking process.
Nature as Design Material
When it comes to destination resorts, USP turns to nature as their primary design material. At Domes of Elounda in Crete, architecture blends with the landscape, using stone, timber, and marble to create a harmonious connection between the built environment and the natural surroundings. The Chora extension takes this approach further, creating a slower, more intimate rhythm of inhabitation where local identity and international standards coexist.
Fluid Functionality
USP's designs embrace fluid functionality, adapting to the changing habits of modern travelers. In Ghent, Belgium, their Courtyard by Marriott activates public zones with warm textures, creating a community-oriented atmosphere. The Groningen City Hotel in the Netherlands deconstructs traditional hospitality typologies, replacing the reception desk with a hybrid bar, transforming the lobby into a vibrant social hub.
A Methodology of Immersion
At the core of USP's practice is a methodology grounded in structure, material intelligence, and technical control. By focusing on a strong sense of place, they create immersive atmospheres that trigger emotion and memory. Their work demonstrates how hospitality design can be a powerful tool for translating local narratives and cultural identities into spatial experiences that leave a lasting impression.
What makes USP's approach particularly fascinating is their ability to create a sense of place and context, even within the constraints of global hospitality brands. By infusing local narratives and cultural references into their designs, they elevate the guest experience, offering a unique and memorable journey.
