WHAT IT IS?
Hotel Not Hotel is a concept boutique hotel in Amsterdam that blends art, design, surprise and identity. The rooms themselves are designed as artworks by Collaboration different suites have unique names and designs.
There are also secret chambers/bookcases, design features like an antique tram cart used for breakfast, and interiors using steel, mirrors, wood so it’s much more than just lodging: it’s an immersive design and artistic experience.
WHY IT´S COOL?
- Artistic identity: Each room is not generic but a piece of art, so staying there is like experiencing an exhibition. That gives it strong character.
- Surprise & discovery: Hidden doors / secret bookcases give a playful sense of exploration, making the stay memorable.
- Uniqueness & memorability: Because everything is unconventional (rooms as artworks, secret rooms, creative names), people are likely to talk about it, share photos, remember their stay.
WHY IT HAS FUTURE GROWTH POTENTIAL?
Alignment with experiential travel trends: Travelers increasingly seek out places with strong personality and stories, not just accommodation. Hotel Not Hotel already delivers that.
Room for layering in more digital/interactive features: They could build on what they have by adding augmented reality, interactive art installations, or guest-customizable elements.
Marketing leverage: The design and uniqueness generate word‐of‐mouth and social media presence. That drives awareness and draws guests looking for unique stays.
Repeatability & scalability: The core concept (artistic, design-oriented, surprising, playful) could be expanded (special events, artist residencies, rotating art exhibits) to increase occupancy, margins, or brand value.
links
23 Unique Hotel Concepts | UNIQ Hotels
https://www.uniqhotels.com/hotel-not-hotel
Sheima El Boutaybi
George Stefan Poponet
Luisa Fernanda Raigozo Rey
Science of the Time
tato (Glauco)
Eva Jannat
Diana Eid Dibos
Diana Eid Dibos