In the concept phase, we lay the foundation for a coherent design. This is where the collected data is translated into a clear vision. Through sketches, moodboards, and other visuals, we collaboratively develop expressive representations of the desired spaces—renderings included upon request.

Already at this stage, our focus is on developing efficient floor plans and workflows, as well as the precise integration of technical systems. The true quality of a comprehensive concept emerges through the functional optimization of designed spaces and work areas. The well-being of both guests and employees forms the foundation for the project's success.

We define scalable design principles that can be adapted to different locations and formats. When needed, key details for furniture, design modules, and graphic elements—such as in hotel rooms or franchise outlets—are specified in style guides. These serve to ensure easy application at the sites, support scalability across locations, and act as an interface to a brand’s graphic identity.