HKS and ROAM Interior Design Propel Hospitality Industry Innovation through Award-winning Design
To thrive in a competitive market, the hospitality industry must be agile and responsive to evolving guest expectations. The HKS Hospitality design practice and our partners at ROAM, a global interior design studio focused on luxury hospitality, do more than respond to changing trends – we anticipate guests’ wants and needs to craft spaces that remain relevant.
Because the hotels we are designing now may not open for three or four years, we are always thinking about what travelers are going to crave in the future.
HKS and ROAM demonstrated this approach with a winning entry in the 2024 Radical Innovation Competition, an annual event that invites creative thinkers and designers to submit groundbreaking ideas aimed at transforming hospitality and travel. The BBBL3 (“Bubble”), a concept created by a joint team comprised of both HKS and ROAM designers – Mayte Idarraga, Tania Campos, Claudia Escutia, Valeria Otero, Rafaela Alban and Paola Gonzalez Ordaz – earned top honors in from this year’s panel of jurors and garnered the public vote to win the Professional Project category.
The BBBL3 concept unites several current and forecasted trends in hospitality including the use of immersive, multi-sensory experiences; embracing wellness; and customization coupled with technology integration.
Our top-notch design merges advanced digital tools with natural environments. Its curvilinear, organically shaped structure is inspired by the fluidity of bubbles. The design is adaptable, to fit seamlessly into various urban environments.
Cutting-edge AI and smart technology allow explorers who visit the BBBL3 to input their desired environment using a touchscreen or through the BBBL3’s mobile app, inviting one to transform the space to match their preference, in real-time. This level of customization and engagement is unprecedented in urban installations. The BBBL3 is designed to be more than an aesthetic or technological marvel; it is meant to serve as a wellness escape within the city and provide a communal space where people can reconvene, relax and rejuvenate.
Inside The BBBL3, the environment is futuristic, yet serene. The interior design features soft, flowing lines for a relaxed atmosphere. A neutral color palette of predominately white and soft, pastel tones dominates the space, providing a blank canvas for users to alter certain elements to create their desired environment through projection technology. The walls of The BBBL3 are composed of LED screen panels that can display different scenes tailored to each guest’s preferences, ranging from tranquil natural vistas to abstract artistic visuals. Tactile and sensory elements, such as textured surfaces, fragrances and soundscapes contribute to a multisensory, immersive experience. Discreet, adjustable ambient lighting guides guests through the space to enhance their sense of exploration and discovery.
The ideal length of stay varies depending on the guest’s purpose. People might spend 1-2 hours in The BBBL3 to explore the environment and find respite from the urban grind. They might stay 4-6 hours for a wellness session, a curated event, to attend a workshop or enjoy a meal. They might stay overnight, for a fully immersive experience, best paired with the Dreamscape themed BBBL3.
The BBBL3 is meant to attract a diverse audience. Guests may include urban dwellers seeking a serene escape from city life or tourists interested in interacting with experiences that combine art, technology and a yearning for a healthy lifestyle. Health addicts seeking a sense of renewal combined with sensory stimulation, artistic types and technology enthusiasts who appreciate cutting-progressive design and activations might also be drawn to this radical space. And in the age of social media, influencers looking for visually stunning and jaw dropping backdrops would find plenty to share with their followers in The BBBL3.
The full realization of The BBBL3 concept relies on the continued development of emerging technologies. HKS and ROAM are using key features of the design in our current work to create restorative and regenerative hospitality destinations, many of which are woven into the architecture and interior design found in the Nikki Beach Resort and Spa Antigua.
Natural forms, nature-inspired imagery and interaction with plant life promote a sense of well-being at the AMAALA Triple Bay Marina Yacht Club, which anchors the AMAALA development off the Red Sea Coast in Saudi Arabia. Striking and dramatic use of materials and beautifully curated gathering spaces envelop guests in a multisensory journey of luxury amidst the mystique of the Pacific Northwest at The Ritz-Carlton, Portland, Oregon.
The BBBL3 epitomizes the approach applied by HKS and ROAM to advance hospitality design for our clients around the world. Our designers endeavor to cultivate tailored experiences that people remember and wish to visit again in the future. Creating this desire is why we do what we do.