In collaboration with the international student team at HoCoSo Hospitality Consultants and ReadonSmith Architects, we were asked by Europe’s leading hospitality design event Sleep and Eat to imagine what the luxury urban hotel room of 2035 would look like.
Project Scope
Our concept brand, "Heya"—Japanese for "room"—encapsulates the idea of flexible, adaptable spaces, a reflection of Japanese design philosophy. To further define this new kind of long-stay hotel experience, we coined the term "urban stay," which speaks to the evolving needs of modern travellers, focusing on adaptability, comfort, and seamless integration of living spaces.
The brand identity bridges the gap between technology, utility, and luxury, designed to function effortlessly as both a digital app icon and a luxury hotel brand. The isometric cube logo, built from the letters of "Heya," evokes the traditional Japanese Shōji screens, symbolising flexibility and design simplicity. Supported by a bespoke font, the visual identity reflects this three-dimensional space, while soft gradient colours convey personalisation, representing four distinct customer profiles and their experience within the space. The student team also appreciated how "Heya" resonated with the Scandinavian greeting “hej,” complementing the Japandi-inspired aesthetic of the design.
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