Creative Vision Lab

Defining the creative foundation of spaces and brands

Creative Vision Lab is a long-term advisory service dedicated to shaping the conceptual, aesthetic and narrative foundations of exceptional spaces and brands.

Positioned upstream of design and execution, this work focuses on clarity before form. It translates intention into a coherent spatial vision, aligning storytelling, identity and design strategy into a strong creative framework that can guide every decision that follows.

Rather than intervening on isolated elements, Creative Vision Lab addresses the project at its core:
why it exists, what it should express, and how it should be experienced.

It does not dictate solutions.
It defines direction.

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A strategic, architectural approach to vision

Rooted in architectural thinking, Creative Vision Lab operates at the intersection of:

  • spatial identity

  • narrative and positioning

  • cultural and contextual reading

  • aesthetic coherence over time

The objective is not to design prematurely, but to define a clear creative direction that gives meaning and consistency to the entire project — whether architectural, interior, hospitality or brand-related.

This approach ensures that:

  • the project remains aligned from concept to execution

  • all stakeholders share a common language and vision

  • design decisions are guided, not improvised

  • the final result feels intentional, distinctive and enduring

What Creative Vision Lab delivers

Depending on the project, the work may include:

  • definition of the project’s creative intent and narrative

  • articulation of a spatial and aesthetic positioning

  • conceptual frameworks and guiding principles

  • references, atmospheres and cultural anchors

  • strategic alignment between brand identity and physical space

  • a shared vision document acting as a creative compass

The outcome is not a finished design, but a clear and structured vision — a foundation upon which architects, designers and creative teams can work with confidence and coherence.

For whom

Creative Vision Lab is designed for:

  • hospitality groups and boutique hotels

  • brands developing physical spaces or experiential environments

  • cultural institutions and hybrid places

  • founders and project owners seeking long-term clarity

  • teams needing alignment at an early strategic stage

It is particularly relevant for projects where:

  • multiple stakeholders are involved

  • identity and experience are as important as function

  • long-term consistency matters more than short-term effect

Commitment & format

Creative Vision Lab is a long-term engagement, with a minimum commitment of six months.

This duration allows for:

  • deep immersion in the project

  • progressive refinement of the vision

  • continuity across phases and decisions

  • a trusted advisory relationship rather than one-off input

The collaboration is structured, selective and intentionally limited in number, ensuring depth, availability and quality of involvement.

Positioning

Creative Vision Lab is not:

  • decoration

  • execution

  • trend forecasting

  • short-term consulting

It is a vision-driven advisory, grounded in architectural culture and contemporary spatial thinking.