VISUAL IDENTITY & SPATIAL UX
The nhow Amsterdam RAI hotel needed to enhance its brand experience in the Moana Bar and the lobby. The challenge was not merely decorative, but strategic: to transform cold, high-traffic spaces into experiential destinations that would encourage interaction and reinforce the hotel’s multicultural concept (Mix of Cultures). The technical challenge involved designing for unconventional surfaces (floors and ceilings) whilst ensuring durability and visual consistency with the existing interior design.
THE STRATEGY
360° Immersive Design and Cultural Transcreation.
I designed a Liquid Visual Ecosystem where graphic art breaks down physical barriers. The solution was based on three pillars:
1. Multicultural Storytelling: I fused Japanese iconography (Mitsudomoe, Maneki-neko) with the energy of urban art and Mexican mysticism.
2. Spatial UX: The graphic patterns on the floor are not random; they are designed to guide visitors’ movements and create ‘Instagrammable moments’ that boost the brand’s organic reach.
3. Hybrid Process (Digital-to-Analogue): I used digital tools for large-scale design and composition, combining them with traditional painting techniques to lend a human and authentic texture to the final space.
VISUAL IDENTITY FOR MOANA LOUNGE
The two large decorated skulls, reminiscent of the iconic Mexican Catrinas, are transformed into Geishas with a distinctive twist: the skull on the left, in vibrant shades of yellow, features Japanese floral designs around the eyes and teeth, creating a visual fusion between Japan and Mexico. To its right, another Catrina sports a voluminous hairstyle in the traditional style of Japanese geishas. This skull incorporates a stylised mitsudomoe (三つ巴) – an ancient Japanese symbol – in the eyes and a small lucky cat (maneki-neko) on the forehead, further blending the cultural elements.
DESIGN AND ART DIRECTION FOR FLOOR
The floor design at the Moana Bar forms a seamless extension of the panoramic mural, blending the two surfaces into a single, expansive, immersive visual environment. With no physical barriers, the graphic composition envelops guests, creating the sensation of floating within a vibrant, dreamlike universe.
This floor artwork continues the bold fusion of Japanese and Mexican motifs, layering iconic symbols and colours to create a striking and symbolic landscape. The result is a visually captivating space where art, architecture and interior design converge, transforming the Moana Bar into a fully immersive visual experience that invites guests to step into a vibrant, multicultural narrative.
DESIGN AND ART DIRECTION FOR THE LOUNGE AREA
For the hotel’s first-floor lobby, I created a panoramic mural that blends digital projection with hand-painted elements, resulting in a bold, central graphic piece inspired by urban art. The design was projected onto the wall and then brought to life with expressive brushstrokes, evoking the raw energy of street art.
Seamlessly integrated into the architecture, this large-scale mural envelops the lobby in a continuous visual experience, blurring the boundaries between art, interior design and space. Its layered composition and dynamic flow transform the lobby into an immersive environment, welcoming guests with a powerful and unforgettable brand statement.
LOUNGE FLOOR
UX/UI IN AN IMMERSIVE ENVIRONMENT
This large-scale floor graphic seamlessly extends the visual identity onto the walls of the space, transforming the lobby into an immersive experience.
The layered composition features:
A dynamic base with undulating lines, reminiscent of Japanese painting.
A tapestry that blends Japanese, Mexican and African symbols, featuring striking motifs of African pots.
Playful, oversized Japanese koi leaping in the upper plane, adding movement and depth.
The result is a visually rich and inviting environment where art, interior design and architecture come together to create a memorable, multi-sensory welcome for guests.
FLOOR DESIGN FOR A LOUNGE
The design for the wall in the hotel’s ground-floor lobby combines digital and organic elements in its creation. Rather than being printed, my composition was projected onto the wall using light, bringing a blank canvas to life. A painter traced and filled in the outlines with his brush, producing a result reminiscent of street art in its purest form.
This mural covers a large wall in the hotel’s ground-floor lobby, blending seamlessly with the space’s architectural features and bringing together art, architecture and interior design. Its panoramic nature creates an immersive experience for viewers.
The composition is divided into three main visual layers that blend together in a chaotic and disorderly manner:
