Nhow Amsterdam Rai Conference Rooms
A meeting space where art, design, and culture converge. The conference rooms of nhow Amsterdam RAI embody the creative and cosmopolitan spirit of the city: a meeting point for ideas, innovation, and global dialogue.
Located within the iconic building designed by renowned architect Reinier de Graaf — whose structure is oriented toward multiple wind directions — the space symbolizes the essence of Amsterdam as a true melting pot of cultures and perspectives.
WASABI ROOM WALL ART
The cultural journey
THE CHALLENGE:
INJECTING DISRUPTION INTO A CORPORATE ENVIRONMENT
The challenge was to design the visual identity of the conference rooms and event spaces of the largest hotel in the Benelux. The strategic brief was twofold: on one hand, maintaining the functionality and restraint required for a high-level business environment; on the other, ensuring these spaces breathed the disruptive DNA of the nhow brand and its “Mix of Cultures” concept. The goal was to prevent the meeting rooms from becoming generic spaces, transforming them instead into extensions of the hotel’s overarching narrative.
THE STRATEGY:
“CULTURAL METAMORPHOSIS” & EVOLUTIONARY NARRATIVE
approached the design of the conference rooms through an Evolutionary Design system inspired by the work of M.C. Escher. The goal was to create an immersive experience that accompanied the guest through a continuous “cultural journey.” The strategy was built on three high-value creative pillars:
Dynamic Visual Transcreation:
I designed a visual timeline that runs along the walls of the event spaces. Using tessellation and metamorphosis techniques, the design gradually transitions from the iconography of one culture (Japan) toward a visually antagonistic one (Mexico). This symbolic mutation embodies the concept of “fusion” that defines nhow Amsterdam RAI.
VANILLA ROOM WALL ART
The jungle of cultures
