With the rising trend of Branded Residences continuing to shape hotel design as we shift into 2025, we caught up with Inge Moore, Founder of MUZA Lab, to dig a little deeper into a few of these projects and discuss the designer details…
The rise of branded residences in hotel design has shown itself to be a significant trend in the luxury real estate and hospitality industries, combining the allure of a brand with the exclusivity and comfort of a private residence – a key attraction for those affluent nomads who are looking for the best of both worlds: luxury living spaces with hotel-like amenities and services.
Image credit: One&Only Aesthesis / MUZA Lab
A branded residence project to have risen from the MUZA Lab drawing boards, One&Only Aesthesis, combines nostalgic glamour and mid-century style, and is all about rekindling the allure of Athenian ‘Riviera-chic’. The low-rise modernist-inspired structures, crafted from indigenous stone, elegantly grace the coastal landscape. In harmony with the resort’s architectural heritage, they have been meticulously revitalised, crafted from local stone and marble, seamlessly blending indoor and outdoor spaces.
The interior concept seamlessly weaves six elemental forces of nature throughout, captivating with the dance of fire, the essence of water, the earthy tones of wood and stone, the gentle presence of air, hand-forged metal, and the mesmerising light of Greece. Retaining a nostalgic nod to the Athenian Riviera’s iconic holiday homes, serene beachfront bungalows have been reimagined, boasting expansive terraces and private pools with sweeping views of the Aegean.
Image credit: One&Only Aesthesis / MUZA Lab
Inside, artful interiors feature mid-century design accents, showcasing a cooling Riviera-inspired palette of chalk, indigo, bone, azure blue, linen, and tobacco. Volakas marble bathrooms adorned with aged bronze hardware, rain showers, and sumptuous stone bathtubs add to the allure.
Image credit: One&Only Aesthesis / MUZA Lab
Castaway retreat meets nautical playground in this exquisite collection of ultra-luxury villas that seamlessly blend complete privacy with breath-taking sea views, delivering the epitome of rarefied resort living but minutes from the beating heart of Athens. Mid-century design intertwines with earthy Grecian accents, evoking a space of modern comfort infused with moments of nostalgia. The master bedrooms boast wrap-around views, while convivial lounges enchant with abstracted Greek key wall carving, marble, contemporary art, and sculpture. Soft billowing ivory fabric drapes reveal vast outdoor areas adorned with shimmering beachfront pools, firepits, hammocks, daybeds, and sun loungers stretching to the water’s edge.
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- Image credit: One&Only Aesthesis / MUZA Lab
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- Image credit: One&Only Aesthesis / MUZA Lab
As the distinction between hotel and residential design blurs, branded residences are often perfectly placed to push the boundaries of design and innovation. With a wealth of experience in this design arena, including projects like One&Only Aesthesis and Mandarin Oriental Residences, Barcelona, we spoke to Inge Moore, Founder of Brit List Award winning MUZA Lab, in a quick-fire Q&A…
Image credit: Mandarin Oriental Residence, Barcelona
Hotel Designs: Why do you think the Branded Residence is now such an integral part of so many luxury hotel offerings?
Inge Moore: The for sale component pays for the hotel product on the side, and as more and more people live a more nomadic lifestyle, with homes in several countries, they want the security and convenience of a brand that they love – not only to look after their property, but also to supply the amenities – especially F&B, gym and pool and some rooms to have parties in, a cinema room. There is also a prestige to a branded residence and, from an investment point, they have excellent resale value.
HD: What, in your experience, are the essential design differences when working on a Branded Residence project as opposed to the same brand’s hotel design?
IM: Residences need a little more personal space – larger closets; study areas; and kitchen spaces to prepare your own meals as required. Laundry etc. All the conveniences of a domestic design housed alongside the hospitality offerings.
Image credit: Mandarin Oriental Residence, Barcelona
HD: Clearly these projects are all about the power and value of the brand – not only the hotel brand but the designer brand – what sets a MUZA Lab Branded Residence apart?
IM: We listen – and we like working with the team to achieve their brand goals but push the design boundaries, as design is as important as brand.
HD: What takes precedence – the brand signature or the designer signature, and is there a perfect meeting point?
IM: The brand takes precedence – but if we work with a brand we make sure we truly understand their core values and build on these to create a unique offering – design brings value as it will set the property apart from others. At Muza Lab we design properties that you will remember.
HD: Does there need to be a relationship between the hotel design and the residences design or can they/do they usually operate as stand-alone projects?
IM: They can stand alone but most often there is a signature to a hotel and the residences take on a part of that
HD: Are sustainability credentials becoming part of the conversation in these high-end projects?
IM: Every project we touch has sustainability credentials and it is most often also a part of the brand storey.
Image credit: One&Only Aesthesis / MUZA Lab
MUZA Lab :“Wherever we are and whatever the scope, we are led by the natural and cultural heritage of the location. We go wherever there are incredible stories to tell.”
HD: Can you discuss this statement in relation to: One&Only Aesthesis and Mandarin Oriental Barcelona?
IM: In the One&Only Aethesis, we wanted to create a property that truly shows the glamour and nostalgia of the Greek Riviera. Mandarin Oriental Barcelona is all about tailored details; framed views; the Barcelona lifestyle was important here in a very architectural way
HD: Both these projects have very specific site considerations, one being an urban and the other an oceanside retreat – how did this inform the designs, not only the aesthetic but practical design considerations?
IM: Athens as a resort is about indoor-outdoor living and low rise; surrounded by natural Mediterranean gardens; Barcelona is urban high rise chic. In both cases these elements are reflected in the design story and elements.
Image credit: One&Only Aesthesis / MUZA Lab
HD: Have you seen a shift in what is seen/expected as luxury in hotel design – those touchpoints that are now seen as integral to the Branded Residence offering?
IM: A lot of the time it is about the details, like an easy check in before you arrive so you just get taken straight to your room. Also certain elements are key – large residential bar; amazing gym/meditation spaces for personal training as well. Wellness overall is really important, healthy meals ; drinks. Bespoke – spaces that are adaptable for each person’s favourite thing that the concierge knows in advance. And of course, privacy.
Quick fire
HD: Is there a brand on your residence design wish list?
IM: Rosewood; Cheval Blanc…
HD: Favourite hotel as a designer?
IM: Royal Mansour Tamuda Bay a hotel we just have opened.
HD: Favourite hotel as a guest?
IM: Depler Farm Iceland.
HD: Hotel pet peeve?
IM: People saying no…..it is not possible….be it a meal at a certain time…throw cushions on beds; little lights that glow in the dark!
Hotel Designs, in recent collaboration with Lutron, brought together eight industry experts to discuss the whys, the wheres and the hows of the rising trend of serviced residences within hospitality. You can follow that conversation here.
Main image credit: One&Only Aesthesis / MUZA Lab
