An Atlas Concorde x WeWantMore hotel: crafting a contemporary urban destination

Italian ceramics experts, Atlas Concorde, have made their mark in the Dutch capital, having contributed greatly to the renovation of the iconic DoubleTree by Hilton Amsterdam Centraal. The project, curated by Belgian design studio WeWantMore – renowned for its bold approach to retail and hospitality interiors – is redefining the hotel as a contemporary urban destination; an open, welcoming space designed to foster social interaction and dialogue with the city, rather than serving guests alone.

The hotel is perceived as a place that encourages connection rather than just a stopover, balancing comfort with a strong sense of community – Masha Nazarenko, Interior Designer at WeWantMore.

In perfect harmony with the philosophy of the WeWantMore studio, the focus on the memorability of the experience guided the reorganisation through the choice of stylistic elements that would evoke emotions and interactions. “It was about telling a story through materials, colours and atmosphere, for a memorable experience, creating a familiar atmosphere,” said Masha Nazarenko.

Image credit: Atlas Concorde

Materials, colours and atmosphere: the centrality of the experience 

The project focused on certain key areas of the hotel. Masha explains that the lobby, bar and restaurant proved ideal for creating flexible, lively spaces during the day, socialising and relaxing.

Theref0re the choice of materials was a fundamental design element, as they were considered essential for defining and shaping the atmosphere through a tactile and sensory experience. However, materials also had to ensure a balance between aesthetic beauty and durability in everyday use.  “Each material had to reflect the character of Amsterdam while meeting the practical needs of a busy hotel.”

Porcelain stoneware, in particular, was considered by WeWantMore to be the ideal material because durability and longevity were key factors for the hotel’s common areas – the lobby, bar and restaurant – which are subject to heavy daily foot traffic. “The materials had to be not only visually appealing, but also highly resistant and easy to maintain,” Masha continued, “porcelain stoneware offered the perfect balance between aesthetic versatility and technical performance.”

The choice of materials: porcelain stoneware as a balance between aesthetics and performance 

For the floors in these spaces, the lobby, restaurant and bar, Atlas Concorde porcelain stoneware was chosen for its ability to combine “resistance with refined design”, Masha states. It was also preferred over other materials for its versatility and elegance. “We were familiar with the quality and range of Atlas Concorde products because we had used them in several projects. The quality and aesthetics of the materials reflect our vision.”

We knew that the Atlas Concorde collections would help us create spaces that are both practical and visually appealing. We recommended Atlas Concorde porcelain stoneware over materials such as natural stone or parquet because it offers the perfect balance between elegance, versatility and durability.

The Hilton hotel chain particularly appreciated the innovative textures offered by Atlas Concorde porcelain stoneware tiles with their exceptional realistic impact and great sensory appeal. The customer’s considerable satisfaction with the final result is also due to the contribution of Atlas Concorde’s porcelain stoneware collections in defining the expressive identity of each space.

Image credit: Atlas Concorde

“The customer was immediately won over by the evolution of ceramic materials in terms of realism and texture. For example, Atlas Concorde’s Boost Natural Kaolin tiles in the lobby give an organic and earthy look that is warm and pleasant to the touch, while remaining exceptionally durable,” noted Masha.

“Atlas Concorde porcelain stoneware enhanced the project by providing us with practical and expressive materials. Their textures, colours and finishes helped define the character of each space, from the welcoming lobby to the lively bar and restaurant, while meeting the demands of everyday use.”

In every area of the Double Tree hotel in Amsterdam where used, Atlas Concorde’s porcelain stoneware collections rose to the various challenges they faced.

The lobby: Boost Natural Kaolin and Breath

Born from a collaboration with architect Matteo Brioni, who ennobled and refined the raw earth effect, the BOOST NATURAL collection in Kaolin was chosen for the hotel lobby flooring for its warm, earthy texture, complementing the wood-effect elements and creating a natural, layered palette that helped to create a welcoming and refined atmosphere.

The colour and tactile qualities were fundamental in making the space welcoming, sophisticated and comfortable, encouraging guests to relax and linger.

The BREATH-effect porcelain stoneware collection also welcomes guests to the lobby with crossed Xs, the symbol of Amsterdam.

The lobby bar: Heartwood Moka

The choice of Atlas Concorde’s Heartwood wood-effect collection, featuring the noble Italian oak essence in the Moka palette with the matching Mansion Weave Moka decoration for the lobby bar, combines practicality and resistance to frequent use with great refinement of style.

The We Are EDN Restaurant: Heartwood

For the hotel’s We Are EDN restaurant, Atlas Concorde’s porcelain stoneware was once again chosen from the oak-effect Heartwood collection for its warm, elegant texture and practicality, perfect for a busy restaurant environment. “The Heartwood collection by Atlas Concorde conveys the warmth and texture of natural wood, adding depth and a tactile quality to the space,” concluded Masha.

Atlas Concorde is one of our Recommended Suppliers and regularly features in our Supplier News section of the website. If you are interested in becoming one of our Recommended Suppliers, please email Katy Phillips.

Main image credit: Atlas Concorde