B-Line grew out of StudioBG, aiming to create a more intense and dynamic practice servicing our hotel clients. Innovation, passion and experience are our key tenets, driving us to provide clear, well-planned resolutions to often complex hotel project briefs. We seek value in our projects, demanding efficiency but never compromising on quality of offer.


We are well-travelled and have spent most of our working lives servicing hotel and resort projects in a broad spectrum of interesting and far-flung locations. We enjoy the challenges of cultural geography, collaboration with local partners and working closely with our team of expert consultants.


At B-Line, we don’t design places to suit the mass market – the hotel industry has changed dramatically and is now structured to target market segments. Understanding the way the market works is a vital aspect to delivering the right product. We have been working with hotel owners, developers and operators for many years and have an intrinsic knowledge of the value drivers across the spectrum of hotel projects. We are a commercially grounded practice and have a reputation for working on time and on budget.

Monday, 1 August 2011

A dark art, common sense or specialist experience?’

Designing a hotel isn’t a dark art. But it is more complex than most people imagine.
Hilton Hotel, Schipol Airport, Amsterdam

It’s not just a building. A hotel is a series of spaces with different characters offering different experiences. A successful hotel should touch on our full range of emotions from excitement in active, buzzy spaces to quiet restful pleasure in intimate, private places.
Beyond the emotions and experiences, a hotel should be commercially grounded – providing efficient, well allocated, revenue-generating spaces which aren’t wasteful. It should allow operations to run smoothly, efficiently and seamlessly without jarring the guest experience. Hotel design can and should be measured – costs against potential revenues, market profile, operator brand compliance, efficiencies, target market.

It’s definitely not rocket science but you’ve got to have done it a few times to know your way around…..
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