THE LUX COLLECTIVE
The brief
The Lux Collective engaged H-FARM College students in developing strategic concepts based on a real challenge from SOCIO, the group’s new hospitality brand. The goal was to explore how contemporary hospitality spaces can foster authentic connections while meeting new needs for sociability, flexibility and independence.
The projects
Four student teams developed strategic concepts to rethink the guest experience through spatial design, behavioural research and service innovation. The winning proposal introduced the concept of “permission-based design”, in which social interaction is not imposed but encouraged naturally through flexible environments and intuitive spatial solutions, creating the conditions for more authentic connections.
Highlights
The winning project stood out for its strategic clarity and strong alignment with SOCIO’s brand vision, offering a fresh interpretation of social hospitality and human-centred design.
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