Urban Soul Project is a design studio that is redefining the hospitality industry through its innovative approach to architecture and spatial experiences. Based in Thessaloniki, Greece, the firm has evolved from a local design studio into a multidisciplinary powerhouse with an expanding international presence. Their portfolio showcases a diverse range of projects, from architectural landmarks to the integration of local food culture into social hubs, and even landscape-driven design for destination resorts. This article delves into the studio's unique methodology, exploring how they translate local narratives into immersive and memorable spatial experiences.
A Local Studio with Global Reach
Urban Soul Project's journey began in 2009 in Thessaloniki, where they started as a local design studio. Over the years, they have grown into a multidisciplinary office, expanding their reach internationally. Their portfolio now encompasses workspace, residential, and commercial sectors, but hospitality has become a cornerstone of their practice. The studio's approach to hospitality is a departure from standard formulas, focusing on creating non-linear, choreographed atmospheres that unfold gradually through material sensitivity and contextual references.
Hospitality Redefined
The studio's hospitality projects are characterized by their ability to navigate diverse scales while maintaining a consistent methodology. At the Athenaeum InterContinental Athens, they reconfigured the guest experience across 570 guestrooms and common areas, breaking down vast volumes into distinct zones with their own atmosphere and purpose. The design preserves the hotel's original grandeur while introducing a contemporary, intimate character through the use of timber, marble, leather, curved geometries, and strategic color accents.
A similar approach is evident in the redesign of the Hyatt Regency Thessaloniki, where the studio negotiates the transition between travel and stay. Tactile natural materials and regional references humanize the global chain without compromising its brand identity. This intersection of hospitality and local culture is further explored in Omeon Mykonos, where Cycladic architecture and the philosophy of slow living elevate the space.
ERGON Projects: A Hybrid of Accommodation and Urban Culture
The ERGON projects in London, Athens, and Thessaloniki showcase the studio's exploration of hospitality as a hybrid of accommodation, gastronomy, retail, and urban culture. At ERGON London, a collaboration with Greek fashion house Zeus+Dione, the studio weaves local heritage and brand identity into layered interiors that merge with the surrounding streetscape. The design integrates original plaster decorations and an antique staircase into the modern hotel setting, while the ground floor hosts the 72H Artisanal Bakery, offering guests a unique experience.
Nature-Driven Design for Destination Resorts
At the destination resort scale, Urban Soul Project's focus shifts to nature, treating outdoor elements as primary design materials. Domes of Elounda in Crete is a prime example, where architecture follows the geometry of the land, integrating stone volumes, shaded terraces, pergolas, timber elements, marble, and red travertine into the hillside overlooking Spinalonga. The Chora extension brings this approach to a more intimate scale, creating a slower rhythm of inhabitation.
Balancing Natural Materials and Modern Hospitality
Urban Soul Project's practice embraces fluid functionality, responding to the changing habits of modern travelers. The Courtyard by Marriott in Ghent, Belgium, is a testament to this, where the studio activates public zones with warm textures to cultivate community. SCALA, the hotel's core, functions as a flexible destination for diverse programming, while ARNO, the Italian restaurant, fuses culinary and spatial design into an expressive hospitality experience. STROOM, an all-day brasserie and café, acts as the property's social living room, designed as an intersection of hospitality, productivity, and social interaction.
Deconstructing Traditional Hospitality Layouts
In the Netherlands, the design for the Groningen City Hotel deconstructs traditional hospitality typologies. The studio replaces the conventional reception desk with a hybrid bar, transforming the lobby into an immediate social crossroads defined by vibrant hues, bespoke joinery, and playful artwork. The design allows diverse functions to fluidly overlap, transitioning from a point of arrival into an active, multi-programmed environment.
Conclusion: Immersive Atmospheres Trigger Emotion and Memory
Urban Soul Project's methodology is grounded in structure, material intelligence, and technical control, ensuring a consistent approach that scales from short-term accommodations to highly bespoke spatial concepts. Their focus on place and the quiet choreography of human experience triggers emotion and memory through immersive atmospheres. The studio's ability to translate local narratives into spatial experiences is a testament to their innovative approach, making them a leading force in the hospitality industry.
