DEMO Design Emotion opens: a disused guesthouse in Rimini is reborn as an experimental hub for hospitality

The new hotel DEMO Design Emotion in Rimini, designed by 14 architectural firms. The result is a mix of languages, atmospheres and flavors perfect for an audience looking for emotions (and shots to post on social networks). Fourteen thematic environments that become stories.

DEMO Design Emotion was born from an idea of Mauro Santinato, president of Teamwork Hospitality, the well-known hotel consultancy company. In 2018, Santinato asked 14 architects to create hotel rooms that represented their personal vision of hospitality. The rooms, presented at a trade fair in the sector and created in collaboration with companies specializing in design furniture, were so successful that they suggested the creation of a real hotel designed collectively. And the choice for the location fell on a disused pension in Rimini.

What is special about DEMO Design Emotion?

DEMO Design Emotion is a choral operation, a sort of journey into the imagination in 14 visions of hospitality and a permanent showroom for the 90 brands present. It is a completely unmanaged structure, therefore totally high tech, in which aesthetic research is combined with ease of use and functionality. The dynamism of the concept is found in the logo and in the visual identity, created by the communication studio Santacroce DDC, which composes and reassembles itself, also communicating by subtraction.

The common areas

DEMO Design Emotion consists of nine suite, a lobby, a co-working area, a laundry and ground floor services. Each space has its own identity anticipated by the title of the project.

The exteriors and common areas identified by the incipit of a well-known Italian song, "I look for summer all year", are designed by the Caberlon Caroppi studio which has created a concept based on color and an industrial inspiration, with external cooled glass balustrades and a surprising outdoor wallpaper wall that incorporates an oversized brick and dot pattern.

Chiara Tabellini, founder of Ligh8Space, took care of the lighting aspects of the exteriors, as well as coordinating the choices of the lighting equipment.

On the ground floor, the business card of any public space: the restroom. From the poetic name Drama , it is designed by Laura Verdi who wanted to dedicate the setting to the heroines of Italian operas, each evoked by a different motif on the walls covered in wallpaper. And, as in the theater, you go on stage with a specially designed playlist that repeats in loop the most famous arias of the selected works while you are mirrored in a magic mirror that reflects emotional and evocative images. And everything is designed to enhance femininity, from designer radiators to freestanding sinks.

Also on the ground floor, adjacent to the common bathrooms, opens the reality designed by, Spin the wheel : guest laundry and changing rooms. A riot of black and white ceramic, both on floors and walls, with graphic motifs inspired by an iconic element of Italian design.

The Suites: The Circle Room

Nine suites. With one or two bathrooms, they have a living area, equipped in some cases with highly functional kitchenette, and an important sleeping area, even with two bedrooms.

On the first floor we find Circle Room, designed by Silvia Ticchi and SMOOVE!! by FDA Fiorini D'Amico Architetti.

Circle Room is a fluid space without physical barriers, with curtains instead of doors and sliding doors. The interior is designed on the shape of the circle, vaguely retro, the style is casual and welcoming, deeply harmonious.

Each suite is a concept

On the second floor there are the suites designed by Alessia Galimberti, Hub 48 and Fragment Hospitality.

With the concept A life from (A) sea the Galimberti studio creates a suite linked to the genius loci characterized by Mediterranean colors, teal and sand. The interior is deliberately neutral, flexible and versatile, ready to be 'dressed' with accessories that will identify and personalize the style.

Color Episodes by Hub48 praises color, with fluid surfaces and volumes that are defined by different shades, in which the furnishings fit for their shape and function.

Fragment Hospitality instead creates an immersive experience played on the fluid element of water. It is a fully accessible suite and is designed with the advice of Roberto Vitali of Village for all. The concept is called In a Light Wave and, in addition to having a bathroom with double sinks at different heights to ensure flexibility of use for an extended user - even the smallest -, it has a wellness area that promises the guest an expanded experience.

The suites on the third floor

On the third floor we are welcomed by Just Like Home by Contract Lab, Tropicana Club by Rizoma Architectures and Into the cloud by Barbara Vannucchi.

Contract Lab with Just like home wanted to create a multifunctional space that would respond to the needs of relaxation but also of adaptability. Living and kitchen area can become workstations, visually separated by a suspended bookcase, as well as bedrooms, material and multifaceted. A smart and green suite.

Tropicana Club by Rizoma Architectures tells a story made of fun and color. An explosion of shapes that wink at pop atmospheres played on industrial materials and bright shades. The living area has a kitchenette designed as a real bar area, the bed is a reference to a canopy and mixes graphic elements with metal materials.

Into the cloud, designed by Studio Vannucchi, is an invitation to lightness and to take care of yourself expressed with a repeatable format.

The penthouse

The penthouse of DEMO, on the fourth and top floor, is Sea Suite, designed by Studio Bizzarro with the colors of the sea. Not a simple suite but a gratifying experience that reconciles with oneself in an environment made of light, tactile experiences, reassuring scents and colors. A large terrace that connects the inside and the outside, a living room with a retractable kitchenette, a double room with an adjoining multisensory shower area.

Cover photo: Light8space, Chiara Tabellini