Hospitality design changes quickly, and brand design has become central to shaping how guests feel and interact with spaces.
At Ica, we’ve spent years creating and refining brand prototypes for the biggest names in the industry, including Hilton’s new Spark brand, Choice’s Sleep brand, Marriott’s Courtyard EMEA and the Gen 3 global prototype for Holiday Inn Express.
We also partner with teams creating new brands such as in our recent work to develop three new brands for roll out in central Europe with a team committed aesthetically and technically to environmental sustainability.
The third aspect of our role in brand design is to support independent owner’s to find their identity and create brand personality and recognition across their properties.
New players are shaking up the hospitality world, often because they are willing to think differently and test new ideas.
We love working with innovators to help them define their vision and bring it to life. By connecting branding and design from the start, we make sure every project tells a story—from the overall aesthetic to the smallest detail. Whether it’s designing a new brand for existing and new assets or creating consistency across an Owner’s portfolio, design creativity brings structure and brand recognition.
We are regarded as one of the world’s leading hotel design experts. We have the knowledge, experience and capability and our portfolio backs this up. However, our expertise reaches far beyond technical standards and industry know-how. We bring judgement, acumen, and candid support to make sure the completed design is pitched with pinpoint accuracy to meet the goals and positioning of the Brand or Owner.
Brand Identity for Independents
Identity and recognition can really differentiate an independent owner’s portfolio without necessarily going as far as having a full brand. To define brand personality, tone of voice, and the role of different spaces in the guest experience, we integrate architecture and interior design with branding to establish positioning during the initial phase of the design process. We use our combined architecture and interior design skills to produce exemplar design exploring construction methodologies, design to optimise guest flow, quality placemaking and improving guest dwell time and spend in key areas of the hotel.
Adapting Established US Brands for European Audiences
Our brand design for Spark by Hilton has been reimagined for Europe, centred around adaptable brand icon elements. These enable existing properties to integrate aspects of their current fit-out while maintaining a consistent, recognisable brand personality. The design scales from using icons alone to a full design scheme, supporting holistic transformations or new developments. The prototype design reflects Spark's brand ethos, emphasising thoughtful simplicity, reliable service, and unexpected touches in both guest rooms and public areas. Our work involved all aspects of the design – from interior design to tone of voice and visual content of brand documentation.
Ica’s recent work for Choice Hotels is another good example of how to take a successful US brand and redevelop the design for a European market. This requires an understanding of how people live, work, and travel differently. European hotels often occupy older buildings or smaller spaces, which can make things like room layouts or amenity placement trickier to get right.
At the outset we explored the basics of guestroom size, shape, and the brand positioning. There is no point in creating a beautiful design if these aren’t right, which is why we use our depth and spread of brand knowledge to explore, compare, and refine.
Sustainability: The Non-Negotiable
Sustainability isn’t just a nice-to-have anymore; it’s an expectation. For us, this means finding ways to design and build smarter and more responsibly, without losing sight of what makes a space feel welcoming.
We focus on practical solutions that make a real difference, like reusing materials wherever possible, selecting products and materials that last, and designing with energy efficiency in mind.
Original thinking and creative design, combined with a goal to reduce waste and robust cost control processes is key. Most of our recent designs for Brands have established pathways to enable owners of existing properties to rebrand in the most sustainable route. Good design can’t simply be to throw away all existing furniture and fixtures and start again. By understanding brand DNA, we can demonstrate how existing elements can be repurposed wherever it makes sense to do.
It’s not about ticking a box; it is about designing spaces that are both thoughtful and durable. Balancing cost, style, and sustainability is always a challenge, but it’s one we take seriously.
Ica’s Approach to Hotel Architecture and Interior Design
Every hotel is unique, so we dig into the details: how a building flows, what the local market expects, and how to make the design feel rooted in its surroundings. The goal is to stay true to the brand – its positioning and personality - while making sure the property reflects its location. Early collaboration is key here—it’s about building trust and creating something that feels authentic for both the brand and the place.
What makes Ica different is how we approach every project. We listen first, to understand what our clients need and what their guests will value most. We’re about more than just good looks! Our designs improve how spaces function, from making guest flows seamless to creating places where people want to linger. And because we’re always thinking about cost and practicality, we ensure the designs we deliver are as smart as they are beautiful.
We’ve worked with global giants and bold startups alike, and every project has taught us something new. Whether it’s adapting a tried-and-true brand for a new market or helping an emerging one find its feet, we’re proud to help our clients succeed.
Hospitality is about creating places that people love, and that’s exactly what we aim to do—every single time.
Chris Fegan
