Studio ATARA on Showcasing Sustainability and Timeless Design at the Independent Hotel Show 2024

Design Insider chats exclusively to studio ATARA, the design studio behind the ESG Hub at this year’s edition of the Independent Hotel Show, in partnership with James Hallam Insurance Brokers, taking place on 15-16 October at Olympia London.

The ESG Hub is curated by ESG expert and consultant Sarah Duncan and will be a focal point at the show for discussions around sustainability initiatives, community and staff wellbeing, ESG products and insightful hospitality case studies. Timna Rose, Founder & Creative Director at studio ATARA, reveals more about what hoteliers can expect from the ESG Hub this year.

Timna Rose, Founder & Creative Director at studio ATARA

Tell us about your design for the ESG Hub at the Independent Hotel Show this year?

Our design for the ESG Hub at this year’s Independent Hotel Show reflects our commitment to sustainability and timeless design. At studio ATARA, we’ve created a space that not only highlights sustainable materials and regenerative design choices but also fosters conversation around the future of responsible hospitality.

The informative nature of the Hub encourages visitors to actively engage and absorb the knowledge-sharing activities within, making it a dynamic space for learning and inspiration. We’ve collaborated with sustainable suppliers and incorporated elements rooted in the circular economy, ensuring the Hub showcases innovative, eco-conscious solutions that endure beyond trends.

Photograph: Veronica Rodriquez

The ESG Hub is more than a showcase; it’s a platform to inspire industry-wide change, with sustainability embedded in every detail. As the hotel sector increasingly embraces sustainable practices, our design embodies a forward-thinking vision for a greener, more responsible future.

What inspired the design?

Our design is inspired by the health-giving benefits of connecting with nature and using natural materials. The concept centers around the core elements of nature—expanding beyond air, water, earth, and fire to also include flora, fauna and natural light. The natural world thrives in a delicate balance, where land, water, air, and life aim to coexist in perfect harmony to sustain the planet. The seamless harmony of the planet’s ecosystems interact in a delicate equilibrium that nourishes life, which is the inspiration for our design.

Photograph: Veronica Rodriquez

We also aimed to engage the main human senses to enhance the visitor experience, aligning the show’s theme with the idea of providing respite from the hustle and bustle of a busy trade show. “Beyond the Bustle” offers a pathway to a calming sanctuary, a natural oasis that invites visitors to pause, clear their minds, and refocus. This space encourages them to absorb the valuable information shared by the Hub’s fascinating educational partners, gaining knowledge and insight in a serene and inspiring environment.

How do these designs relate to the show’s theme of escaping the hustle and bustle?

We wanted to create an environment where visitors could truly escape the hustle and bustle of the day. First, we considered the orientation of the stand and played with its basic structure. The full height of the back wall extends only halfway down the side walls before dropping to half height, allowing passing visitors a glimpse into the stand. These half walls filled with stones, return across the front, creating a narrowed entrance that invites visitors to step inside and fully engage with the space.

Photograph: Adam Lawrence

Upon entering, Yatlina’s incredible aromascape greets visitors with a bespoke scent designed to clear the mind, calm the senses, and enhance focus. Max RP’s soundscape subtly introduces natural sonic frequencies, grounding visitors with ambient, non-intrusive sounds, to avoid distraction.

Water’s kinetic energy—like the mesmerizing effect of even a small waterfall—naturally draws people in. Since humans are 70% water, we are instinctively attracted to its calming qualities, especially when in motion. Our collaboration with the brilliant sculptor David Harber brings this soothing, enticing element into our design.

Plants create joy, and we incorporate biophilic design in all our projects where possible. The scientifically proven benefits of plants, such as oxygen production and CO2 absorption, are invaluable for life. Working with Get Leafy to integrate greenery into the Hub has been a fantastically collaborative experience.

We also embraced natural stone in our design, as it’s a sustainable choice for hotels. Stone requires minimal processing, avoids harmful chemicals, and is highly durable, reducing the need for replacement and maintenance.

Working alongside Spark & Bell lighting has been thoroughly inspiring and using Tala bulbs also, ensured our lighting specifications adhered to sustainable healthy environments.

In addition, Vank furniture at Story London provided us with their beautiful functional pieces that are intelligently designed, with respect for nature.

At studio ATARA, we love using textured finishes to add creative depth and evoke a visceral response. The textured walls, covered in Omexco and Muraspec products, add a tactile dimension to the Hub, enriching the atmosphere and influencing visitors’ mood and emotions.

Photograph: Adam Lawrence

What sort of work does studio ATARA do with hospitality businesses?

At studio ATARA, we take a holistic approach to all our designs, honoring the principles of the circular economy. Our work spans a range of projects, from community libraries with performance and hospitality spaces, to wellness activities, cafés within retail environments, and various commercial settings. We collaborate closely with sustainably minded clients and supply partners, always striving to innovate and develop new sustainable and regenerative approaches to interior design. Central to our ethos is creating healthy buildings that benefit both people and the planet.

Why are you eager to meet with independent hotels?

We believe independent hotels, by their very nature, can operate outside the constraints and limitations of larger chains. This allows them to have a broader vision and greater flexibility in design aesthetics. The collaborative potential within the independent hotel industry supports innovation and creates a landscape for advancing sustainable development goals, aspiring to align with the UN SDGs. This is why studio ATARA is eager to continue building connections within the independent hotel sector.

Photograph: Adam Lawrence

What trends are popular in the world of hospitality design this year?

At studio ATARA, we believe true sustainable design is about longevity, not fleeting trends that lead to waste. While it’s encouraging to see more people embracing sustainability, we view it as a standard industry practice, not just a passing movement. Our commitment is to ethically driven design and build choices that create lasting, systemic change. By focusing on timeless aesthetics and regenerative creativity, we ensure that sustainable design becomes an essential part of the hospitality industry’s future, rather than a trend-driven afterthought.

Here at studio ATARA, we prioritise working with sustainable suppliers and clients who actively engage with the evolving circular economy, focusing on products, materials, construction methods and systems that align with our long-term vision. In terms of the broader hotel industry, we’re encouraged to see a growing push for sustainable principles across the board. From building design and construction to interior design and customer experience, the collective move toward industry-wide awareness is both inspiring and essential for the future of hospitality. Together, we can shape a more responsible, environmentally conscious industry.

Find out more about everything happening at this year’s edition of the Independent Hotel Show, and register for your complimentary trade ticket, at independenthotelshow.co.uk.