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Nhow Amsterdam Rai Hotel

Nhow Amsterdam RAI is a 4-star hotel located in the heart of the business area of the city. My designs blend with the architecture and interiors developed by the prestigious architect Reinier de Graaf. 

EXPERIENTIAL DESIGN FOR SUITES

This project develops a spatial visual identity system for nhow Amsterdam RAI, where the concept of a fusion of cultures from around the world becomes the narrative thread running through all the hotel rooms. From this central idea, I created six graphic universes that function as physical extensions of the brand: six textile artworks designed as headboards and six wallpaper patterns that extend across walls and carpets, shaping the visual landscape of the rooms.

Each of these six worlds represents a culture linked to the cardinal orientation of the room — East, North, Northwest, South, Southeast, and Southwest — turning the building itself into a three-dimensional map of the hotel’s identity. The central characters, inspired by regional folklore, are reinterpreted through a Pop Art and Hipster aesthetic to connect with the brand’s contemporary language, while the associated patterns expand across surfaces and volumes, integrating art, interior design, and graphic design into a single experience.

The result is a coherent visual ecosystem, where each headboard and each pattern is not merely decorative, but a storytelling device that brings the identity of nhow Amsterdam RAI into the space and turns each room into an immersive experience within the hotel’s narrative universe.

EAST Suites

The depiction of Japanese culture — a Geisha holding a Pai Pai fan — transforms its traditional symbolism of submission into that of a woman of power, strength, and transgressive presence.

NORTHWEST Suites

The figure associated with Scottish culture adopts a contemporary aesthetic, weaving Tartan patterns into a Gentleman Hipster sensibility — lending the character an air of quiet sophistication and deliberate elegance.

NORTH Suites

The traditional aesthetic of Dutch womanhood — immortalized through the iconic works of painters such as Johannes Vermeer — is reborn as a Pop Art Hipster vision, where art history and contemporary culture converge.

SOUTHEAST Suites

The ancient culture of India is embodied through the figure of a Sadhu ascetic — a monk who walks the path of austerity in pursuit of enlightenment and transcendence — reimagined through a respectful Pop Art lens.

SOUTH Suites

Africa is the continent of greatest ethnic diversity. This representation is anchored to no single culture — rather, it seeks to evoke the iconic beauty inherent to the very essence of African aesthetics.

SOUTHWEST Suites

The visual richness of the Andean culture’s vibrant geometric patterns inspires this representation — transforming tradition into iconic modernity through the bold language of Pop Art.

DESIGN OF PERSIAN CARPET FOR THE SOUTHEAST ROOMS

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