At the intersection of legacy and innovation stands W Prague — a revitalized landmark that now pulses with modern energy while echoing its Art Nouveau soul.
For interior designers and architects working in the HoReCa field, this is more than just a new hotel — it’s a living case study of how world-class hospitality projects are truly made.
This article explores the anatomy of its creation: from global concept authorship and architecture to local execution. More than visual excellence, it’s about authorship structure, design hierarchy, and what it means to build for a global brand — with soul and precision.
Designing Within a Global Framework
Designing for a brand like W Hotels (part of Marriott International) means working within a framework: the Marriott Global Design Standards.
These standards define not just materials or zoning — but the entire guest experience, including narrative flow, emotional pacing, and even scent.
Creative Choreography: Who Shaped the Project
The design concept, sensory atmosphere, and visual storytelling were authored by AvroKO (London).
The architecture of the new wing was developed by Benoy Architects (UK).
The restoration of the historical core was led by Chapman Taylor, with project coordination by Pavla Doležalová (Chapman Taylor Prague), who served as the lead architect responsible for local adaptation, communication, documentation, and execution.
ARR&D oversaw the implementation and delivery of FF&E.
Each team played a defined, layered role — this was not a “one-studio-does-all” project. It was a choreography, where design meets experience.
Restaurants and Public Spaces
While much of the attention falls on the architecture and guest rooms, the hospitality experience at W Prague is anchored in its restaurants and bars.
The Living Room Bar and restaurant spaces are designed not only as food service areas but as immersive environments where branding, storytelling, and sensory design converge.
The interplay of curved furniture, bold textures, and custom lighting fixtures expresses AvroKO’s narrative of the “Golden Elixir” — a central conceptual metaphor that threads through the interiors.
From custom-built furniture pieces to layered acoustics and lighting, every element is calibrated to evoke emotion
while maintaining operational efficiency — a true hallmark of high-end HoReCa design.
On Authorship and the Czech Design Scene
In the Czech design scene, some firms highlight their participation in this project. However, not every contribution qualifies as creative authorship.
Acting as a design & build partner is valuable. But it is not the same as authoring the concept, defining the guest journey, or shaping the brand’s spatial language.
The reality is that most internationally recognized hospitality concepts in the region are still led by global studios.
Until Czech architectural education embraces a more contemporary and interdisciplinary approach — comparable to institutions like UAL (Chelsea College of Arts)
or the RCA — the gap will remain.
Execution is important. But visionary authorship requires a different kind of training, mindset, and culture. This is a call for evolution within the Czech design scene.
Understanding this distinction is essential for any designer or studio aspiring to work on projects of this caliber.
Why This Project Inspires Me as a Designer?
Because it reminds me that true design goes beyond styling — it’s about meaning, structure, and long-term impact.
Why This Project Inspires Us as a Studio ?
As a studio that creates interiors for hotels, restaurants, and wellness environments, this project is a powerful reminder that design is a system of decisions — not just styling.
It requires vision, structure, hierarchy, and the ability to move between concept and construction, narrative and norm.
And yes — it requires collaboration, humility, and clarity.
We would be honored to work on projects of this caliber — not only as a design studio, but as creators and partners.
If you’re part of a team working with global hospitality brands and looking for someone who combines design sensitivity with production know-how — we would love to collaborate.
Credits
Photo by © Jiri Lizler | Concept by AvroKO | Architecture by Benoy | Local Lead: Chapman Taylor