For Astet Studio, hotel design begins not with form or function, but with story. The Barcelona-based practice, led by founders Ala Zreigat and Óscar Engroba, approaches hospitality interiors as emotional journeys shaped by place, culture and atmosphere. From the urban interiors of Aethos London in Shoreditch to the Mediterranean-infused venues at METT Barcelona, the studio’s work explores how narrative, materiality and proportion can transform spaces into immersive guest experiences. In this conversation with Hotel Designs, the duo reflect on their philosophy, the influences behind two standout projects, and the evolving role of storytelling in contemporary hospitality design.
Ala Zreigat: For us, hospitality design begins with narrative. Every project starts with listening – to the place, to its cultural layers, to the people who will inhabit it. We see space as a sequence of emotions rather than a static composition, very much inspired by cinema: atmosphere, tension, light, anticipation. This narrative foundation becomes the emotional backbone of the entire project.
Óscar Engroba: From that emotional starting point, materiality, proportion, and lighting become tools to express the story. We never separate aesthetics from storytelling – they are the same process. If a material, line, or gesture doesn’t strengthen the narrative, it doesn’t belong. The result is spaces that feel intuitive, context‑driven, and deeply human.
AZ: Aethos London was our first project in the city, and we quickly felt that the existing interiors were too heavy and sombre. Our intention was to infuse them with lightness, warmth, and a renewed energy aligned with the dynamism of Shoreditch. We drew from the area’s industrial and textile heritage, as well as its constantly evolving artistic culture, to create a layered sensory experience. By balancing the building’s bold structure with softer materials and a brighter palette, we brought a fresh atmosphere that resonated deeply with both staff and guests, many of whom expressed feeling more at ease and connected within the space after the transformation.
A great solo travel tip spotted this week on Hotel Designs.
