Italianoexperiential design in action
Hospitality has always been about more than service; it is about creating moments that linger in memory. At Pardini Hall Architecture, our approach to boutique hospitality design is grounded in the idea that architecture itself becomes a host: welcoming, guiding, and shaping the experiences of those who enter.
Designing for Experience
When asked to design the DRI DRI pop-up at St. Martins Lane Hotel in London, the challenge was clear: how do you transport guests from drizzly, grey London to the vibrant atmosphere of an Italian beach resort? The answer lay in experiential design. Colourful decking, striped umbrellas, and beach hut cabins transformed the hotel’s Front Room into a lively seaside escape; not just a place to buy gelato, but a place to be transported.
environmental branding design
At the heart of this project was a strong connection between brand identity and physical space. Every detail, from the colours and textures to the layout and lighting, was an extension of DRI DRI’s brand story; playful, joyful, and distinctly Italian. This is the essence of environmental branding design: crafting a physical environment that embodies a brand’s values, aesthetics, and emotions. The logo, packaging, and spatial design work together to immerse guests in the world of the product itself.
creating a branded experience space
In this case, the shop became more than a retail environment, it became an experience space. The bright hues and tactile finishes invited interaction, making customers feel part of the brand narrative. By designing spaces that reflect the essence of the product, architecture becomes an active participant in storytelling. It shapes how customers see, feel, and engage with what the brand represents.
sustainability through reuse
A defining feature of this project was its adaptability. After its success at St. Martins Lane, the entire pop-up was carefully dismantled and rebuilt in High Street Kensington; a second iteration that demonstrated how thoughtful design can also be sustainable. By designing with reusability in mind, the DRI DRI pop-up showed how temporary retail architecture can have a long and responsible life.
boutique as storytelling
Boutique hospitality and retail design thrive on narrative. Unlike large-scale developments, boutique projects are intimate in scale and rich in detail. They allow for storytelling through materials, colour, and atmosphere. For DRI DRI, the story was one of playfulness, joy, and escape – a summer’s day distilled into an interior space, made possible through bold yet thoughtful design choices.
human-centred hospitality architecture
In boutique spaces, the guest journey is paramount. The beach huts not only evoked the spirit of the Mediterranean but also served as discreet storage, ensuring that functionality supported the experience without intruding on it. This is the essence of human-centred hospitality architecture: every detail is designed with the guest in mind, from how a space is navigated to how it feels.
why experience matters
The success of boutique hospitality design lies in its ability to transform an ordinary visit into something extraordinary. When architecture prioritises experience and brand identity, spaces become more than a backdrop; they become protagonists in the story of both the guest and the product.
reflection
At PHA, we believe that boutique hospitality and environmental branding design are about more than aesthetics; they are about crafting experiences that resonate. Through sustainable, human-centred, and story-driven design, even the smallest space can become a world that embodies a brand’s essence… to be remembered, revisited, and relived.