Modern lobby with a wooden shelving unit containing hats, bags, and decorative items, a reception desk with a computer, potted plants on either side, and a round wooden coffee table with a magazine.
Close-up of a yellow woven beachtowel with white stripes and fringed edge.

We design memories worth taking home.

We help hotels create memorable guest experiences through creative direction, branding, product strategy, and bespoke retail collections.

Color swatches of Pantone paint chips laid out on dry grass, displaying different shades such as Sautee, Winter Wheat, Sunshime, and others.

RETAIL PRODUCT DESIGN

+ PRODUCTION MANAGEMENT

CREATIVE DIRECTION

INTERIOR CONCEPT DESIGN

Most hotels hire separate agencies and designers for brand, retail, production and interior concept. Each works alone, and keeping it consistent falls to you. We bring them together under one direction, so you work with fewer people and your interior design firm starts from a clear idea.

About Us

Black and white portrait of a woman with shoulder-length wavy hair, wearing a white shirt with open collar, looking directly at the camera with a slight smile, against a plain light gray background.

Sara Declercq is founder and creative director.

She has 15 years’ experience in fashion design, including at Alexander McQueen, Vivienne Westwood and Givenchy. She knows how clothing and accessories are made, from print to the finished piece. With a background in graphic design and brand identity, she sets the vision across brand, product and interior concept, before Stephanie makes it real.

Black and white portrait of a smiling woman with straight, shoulder-length hair, wearing a white collared shirt, earrings, and a necklace, against a plain background.

Stephanie Zeinati is our production manager.

She handles supplier sourcing, price negotiation, cost optimisation, technical product development, sample management, quality control, production management and delivery. She has over 10 years’ experience in product development and production, including at Burberry, Liberty and Erdem, working with suppliers across the UK, Europe, Asia and South America. If it can be made, she probably knows who to ask.

Services

Retail Product Design & Production Management

A collection of summer beach accessories and clothing items, including tank tops, a frisbee, a tote bag, beachbag, sleepmask, a tumbler, swimsuit, key chains, 2 rolled up beach towels, a cap, and other beach gear, all with a beach and ocean theme.

The Luce Hotel & Baby Turtle Beach Club →

A retail collection built around your brand, from idea to delivery.

We start with a brand analysis and product strategy, designing and developing each product before sourcing and negotiating with the right suppliers globally. We manage every sample, quality check, and production stage until the collection reaches you. When it’s time to reorder, we handle that too.

BRAND ANALYSIS AND PRODUCT STRATEGY

PRODUCT DESIGN AND DEVELOPMENT

SUPPLIER SOURCING AND NEGOTIATION

SAMPLE MANAGEMENT AND QUALITY CONTROL

PRODUCTION OVERSIGHT UNTIL DELIVERY

REORDERS AND PRODUCT UPDATES

Creative Direction

A collection of fabric samples, color swatches, a black notebook, paper swatches, and a laptop on a wooden table, showcasing design and color selection tools.

Your in-house creative director, working alongside the agencies you've already appointed.

Depending on where you are in the process, we can step in as your creative director, working alongside whichever agencies you've already appointed. If no brand direction exists yet, we start with a positioning and audit to build one. From there, we direct other design teams involved, making sure everything is intentionally and consistently expressed across every space the guest encounters.

BRAND POSITIONING AND AUDIT

CREATIVE DIRECTION ACROSS APPOINTED AGENCIES AND DESIGN TEAMS

COHERENCE ACROSS EVERY GUEST-FACING TOUCHPOINT

VISUAL ALIGNMENT

BRAND INTEGRITY THROUGH PRODUCTION

Interior Concept Design

Person handling textured swatches on a table with a folded t- shirt, a cap, and tiles with different textures.

The creative brief your interior design firm builds from.

The creative direction translated into a tangible starting point for your interior design firm. We define the concept for every space your guests move through, from lobby to restaurant, bar, retail, and guest rooms, shaping the mood and experience of each. We develop the colour and material direction, the spatial storytelling, wayfinding, and deliver reference and inspiration packages your appointed interior design firm can build from. Everything is developed in visual alignment with the brand and retail direction, with the same intention running through every space and every decision. Your interior design firm then turns the concept into plans, furniture, materials and everything needed to build it.

GUEST JOURNEY FOR MOOD AND EXPERIENCE

SPATIAL STORYTELLING

COLOUR & MATERIAL DIRECTION

REFERENCE AND INSPIRATION PACKAGES

ALIGNMENT FROM CONCEPT TO BUILD

WAYFINDING CONCEPT

Our work is conceptual. We deliver creative direction, not the interior execution, web development, or social media content.

Schedule a call

Or Get In Touch

Share some details about your project, goals and requirements. We work with boutique and independent hotels, including those within larger brand collections. For new openings, we ideally start 16 to 18 months ahead.

We’ll review your message and get back to you within 48 hours.