Hotel Guestroom 2035

International Hotel Groups, Students, Architects and Designers Collaborate to Create Concept Rooms of the Future

Sleep & Eat, Europe's leading hospitality design and business event, has announced the Hotel Brand Partners who will be working with award-winning architecture and design firms in the creation of this year's guestroom Sets. They are: Accor, partnering with Perkins and Will; IHG, working with AD Associates; and Wyndham Hotels & Resorts, collaborating with Chalk Architecture, Hotel Hussy and students from the University of West London. In addition, ReardonSmith Architects are creating a guestroom for a hotel group yet to be launched in collaboration with students from Glion Institute of Higher Education and Hotelschool The Hague led by the directors of hotel creative consultancy, HoCoSo, and branded by Delight Lifestyle Brand Agency.

Wyndham Hotel Resort Concept
New Wyndham Hotels & Resorts Concept

The designers and Hotel Brand Partners have been tasked with not only showcasing the best of innovative hotel design today but also, in this 15th anniversary year of the event, giving us a glimpse into what to expect from our hotel guestrooms over the next 15 years. Each Hotel Brand Partner has selected one of its brands for this forward-looking adventure into design innovation: Wyndham Hotels & Resorts – Wyndham; IHG – Voco; and Accor – Mővenpick Hotels & Resorts.

Since this year Sleep & Eat will be a virtual event, the design projects will culminate in simulated digital walk-throughs allowing visitors to explore the concept in detail, navigate around the room and enjoy an interactive three-dimensional experience.

For the hotel groups, this is a unique opportunity to work with design firms that are new to them and to imagine the future for their brands.  

Chris Lee, Director of Architecture, Design & Construction for Wyndham Hotels & Resorts, explains: 


“This year’s theme captured our imagination and enticed us to participate in Sleep & Eat 2020. We have been given the opportunity to approach guestroom design with a truly open mind and to bring our vision to life. It’s also a wonderful opportunity to work with our extended team including the inspiring designer Paul Nicholson at Chalk Architecture; Katie Brinsmead-Stockham for Hotel Hussy; and Professor Layton Reid and his students at the University of West London.”  

Emma King, Head of Design at IHG, seconds this: “We have built many concept rooms in the past but this is different – the opportunity to conceptualise a room so far into the future. Sleep & Eat is a great chance to showcase new design and we’re really pleased to be working with AD Associates on this.” Accor’s Vice President design for Lux and Premium brands, Federico Toresi, adds: “This is a great opportunity for Accor to continue imagining the future of hospitality through design. Today, more than ever before, it is vital to create hotels that are aligned with expectations of our guests whilst fully reflecting brands’ ambitions and their promise.”

Ever since their introduction, the Sets in all their iterations have proved a perennial favourite among visitors as a thought-provoking take on the hotel experience, cultural values and human desires. They have also been a rare opportunity for architects and designers to explore conceptual thought and interrogate societal and environmental issues.  

Neil Andrew, Head of Hospitality at Perkins and Will, says: “For us, innovative sustainable design is pivotal to our industry, now more than ever, so our Set will be exploring the role the sector can play in meeting the environmental targets we so urgently need to reach.”  

Jonny Sin, Director of ReardonSmith Architects, echoes this sentiment: “We are living through a time of re-calibration when some existing trends will accelerate and others will be re-thought. This makes it particularly meaningful to be working with students who will be the managers and owners, as well as influential guests, of hotels in 15 years’ time.

Katharine Le Quesne, MD of HoCoSo, noted “engagement with tomorrow’s stakeholders has been key. Based on our relationships, we handpicked a team of students from two of the best hospitality schools in Europe, to inspire the creative process.”

The four guestroom Sets will be joined by immersive wining and dining experiences as well as by a virtual lounge bar and hotel lobby, and the new on-line platform will enable all event participants and registered attendees around the globe to pre-arrange meetings at the event.

Left to right: Emma King, IHG, and Chris Lee, Wyndham Hotels & Resorts
Left to right: Emma King, IHG, and Chris Lee, Wyndham Hotels & Resorts

Left to right: Jonny Sin, ReardonSmith Architects, and Neil Andrew, Perkins and Willl
Left to right: Jonny Sin, ReardonSmith Architects, and Neil Andrew, Perkins and Will

Sleep & Eat Virtual will take place on 17-19 November. To register your interest in Sleep & Eat 2020 >  Register your interest