EXPERIENTIAL DESIGN FOR HOSPITALITY AS THE SOURCE OF NEW NARRATIVES In a world saturated by infinite scrolling and artificial intelligence, experiential design emerges as the answer to a new generation’s need to rediscover authentic stimuli. There is something that has become clear over the years, almost the opposite of how it is usually told: the best design is not the one meant to be admired, but the one that inspires others to create from it. When David Zuker designed the spaces for nhow Amsterdam RAI, he couldn’t have imagined the extent to which this would happen. He sensed it. From

THE FUTURE IS NOT DIGITAL. IT IS EXPERIENTIAL From 2022 to 2029: the future is no longer what it used to be If between 2022 and today we have witnessed how Generative Artificial Intelligence has transformed the digital world so deeply that it is now almost impossible to tell whether an image or a video is real or synthetic, what can we expect from the next three years—especially considering that this technology evolves geometrically? I don’t believe that, in 2026, it is still possible to compete in the current landscape by betting only on reproducible visual ideas. How can you

From Brand Guidelines to Storytelling: How Hotel Branding Evolved Into Experiential Narrative As you approach the entrance of nhow Rome, a large statue of a hand points toward the hotel’s front door. Classical Roman in style, the monument is completely covered in tattoos evoking the visual imagery of imperial Rome. The journey into the lobby continues beneath a backlit ceiling where statues of Roman mythological gods dissolve into graffiti and urban art. The concept of a journey through the eras of Rome — the hotel’s core identity — is conveyed through visual codes that require no further explanation. Experiential design

Del manual de marca al relato: cómo el branding hotelero evolucionó hacia el storytelling experiencial Al acercarse a la entrada del hotel nhow Roma, una gran estatua de una mano señala la puerta. De estilo romano clásico, el monumento está completamente cubierto de tatuajes que evocan el imaginario visual de la Roma imperial. El tránsito hacia el hall continúa bajo un techo retroiluminado en el que estatuas de dioses de la mitología romana se diluyen entre graffiti y arte urbano. El concepto del viaje a través de las eras de Roma —identidad del hotel— se transmite con códigos visuales que