Organized by EquipHotel and MKG Consulting, this design workshop brought together influential figures from the industry to discuss the impact of design on customer experience and its ability to create lasting memories. Stella Cadente (CEO of Studio Stella Cadente, specializing in hospitality design), Agathe Labaye (Associate Architect at Labaye Sumi), Charline Bress Vittoz (Deputy General Manager of Lavorel Hotels), and Patrick Goas (Co-founder of Whaka Lodge) shared their perspectives and best practices. Together, they explored how design can express an identity, enhance the appeal of a place, and improve both guest comfort and team efficiency.
Find the full EquipHotel report here!
Design as a Creator of Atmosphere and Memories - Stella Cadente, CEO of Studio Stella Cadente
Stella Cadente opened the discussion by explaining her vision of design in hospitality. For her, design goes beyond technique; it's about atmosphere, the feeling experienced in a space that leaves an emotional imprint. Her approach is based on listening to customer expectations and understanding the history unique to each space. She believes the role of a designer is to "create memories" through micro-details—such as a special play of light or a unique décor element.
"Above all, we create atmosphere, and it’s something difficult to reproduce in 3D," she emphasized, highlighting the importance of an authentic "artistic direction" to avoid artificiality. According to her, it is crucial to think of the space coherently, with a 360° view of the customer journey, while respecting a "universal clientele." Although she acknowledges the potential of AI in design, she remains convinced that it will never provide the "extra soul" that only humans can bring.
Finally, Stella Cadente stressed the importance of balance between the decorator's desires and the client's wishes, which requires managing egos to reach the final goal: offering a memorable and harmonious experience for the guest’s well-being.
Architecture and Design in Transition - Agathe Labaye, Associate Architect at Labaye Sumi
Agathe Labaye views design as a collaborative process, where the architect works closely with the hotelier to tailor the project to the essence of the establishment. She emphasizes that architecture must evolve with time and not remain static. "Architecture is about capturing the energies of a place to create a reality that will transport the guests," she explained, stressing the ability of design to transform a building and create a unique experience.
Agathe Labaye presented three pillars for successful hotel design:
- Identity: Every hotel must have a distinct identity, expressed through details and architectural choices. The architect must dare to go far while preserving the essence of the place.
- Attractiveness: Design should not only be beautiful but must create a memorable experience that attracts and retains guests.
- Comfort: Beyond aesthetics, design must ensure operational functionality. For her, taking care of both customer spaces and behind-the-scenes areas of the hotel is essential, as it ensures harmony between teams and guests.
Authentic and Comfortable - Charline Bress Vittoz, Deputy General Manager of Lavorel Hotels
Charline Bress Vittoz presented the example of Lavorel Hotels, where the design is thought out to make business travelers—who represent 70% of the clientele—feel "at home." Every element of the décor, from vintage furniture to carefully arranged books, contributes to a warm, authentic atmosphere, reminiscent of childhood memories. Wallpaper has also become a distinctive element, embodying the DNA of each hotel in the group.
For Lavorel Hotels, the guest experience goes beyond aesthetics; it includes a narrative aspect, enhanced by training the staff to tell the story of the places. Thus, every guest feels invited into a complete immersion, which extends from the decoration to the welcome and services. "Guests even ask us if there are other similar establishments, which speaks to the impact of this emotional and aesthetic coherence," adds Charline Bress Vittoz.
The Memory Factory - Patrick Goas, Co-founder of Whaka Lodge
Patrick Goas, co-founder of Whaka Lodge, presented an innovative approach with his concept of the "Memory Factory." His idea was to design lodges that offer guests a complete escape without the need to travel thousands of miles. The design of the lodges is intended to transport visitors to an "elsewhere," through unique décor and iconic objects that become the symbols of the place.
For example, the seminar room at Whaka Lodge stands out for its completely disruptive approach, where guests are encouraged to adopt a relaxed attitude. By utilizing the diversity of spaces and multiplying surprises—such as transforming a room into a restaurant—Patrick Goas aims for each visit to be an adventure. The strategy has proven effective, with high customer loyalty as guests seek to explore each different accommodation.
Additionally, the culinary experience plays an essential role in this quest for escape: the dishes offered, inspired by world cuisines, complement the sensory journey for guests. This diverse approach has allowed Whaka Lodge to achieve exceptional profitability and is now leading to inquiries for new partner expansions.
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