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Having been invited to design the Show’s key networking area, The Hub, AfroditiKrassa was inspired by the ephemeral nature of the event.

The award-winning hospitality design studio created a space that would feel private enough for a quiet clients’ meeting but would not be excluded from the rest of the show’s buzz. Utilising the advances of digital fabric printing, they designed an imaginary hotel that is entirely built out of lightweight, transparent fabric. Almost like a graceful ghost, the imaginary hotel is hanging prominently in the centre of the space, creating a real showpiece for the Show. Just like a real project, the studio specified an imaginary site for this fictional boutique hotel, before branding it and fully designing its interiors. A dream project, literally.

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