THE REGENERATION SUITE
CREATIVE | IDEATION | CONCEPT DEVELOPMENT
Client: Gucci
Agencies: OMM & AKQA
Location: The Savoy Hotel, London
Experience Type: Luxury Hospitality x Immersive Brand Activation
Client: Gucci
Agencies: OMM & AKQA
Location: The Savoy Hotel, London
Experience Type: Luxury Hospitality x Immersive Brand Activation
SITUATION
To celebrate the historic connection between Gucci and The Savoy, the birthplace of founder Guccio Gucci’s inspiration, the two iconic brands collaborated to reimagine one of The Savoy’s main suites. The goal was to create an immersive, ultra-luxury stay where guests could step into Gucci’s design universe, layered with wellness-focused, interactive digital experiences that awaken the senses and restore the soul.
This activation coincided with Gucci’s broader push into luxury lifestyle and experience design, marking a new direction for how fashion brands build long-term emotional resonance with their communities.
TASK
Working alongside OMM, I was brought in to ideate and conceptualize immersive digital touchpoints across four key areas of the suite. The challenge: elevate the suite’s transformation beyond interior design, using technology and storytelling to amplify Gucci’s heritage and invite guests into a multi-sensory, regenerative experience.
ACTION
• Conceptualized four bespoke immersive moments throughout the suite, blending digital design, ambient storytelling, and intuitive interaction to create a sense of
escapism and serenity.
• Created the “Ultra-Nature Portals”, a series of ultra-real XR scenes from misty forests to cosmic dreamscapes triggered in different areas of the suite to guide
emotional shifts: grounding, energizing, inspiring, and calming.
• Developed the narrative and multi-sensory interaction framework, including ambient sounds, digital projection design, and motion-reactive triggers aligned with
Gucci’s brand language and aesthetics.
• Designed experience zones with custom UI/UX logic for in-room touchscreens and wearable tech that allowed guests to control lighting, sound, and visual environments
in tune with their moods.
• Collaborated with design team and technical leads to ensure a seamless merge of physical luxury and digital fluidity.
• Conceptualized four bespoke immersive moments throughout the suite, blending digital design, ambient storytelling, and intuitive interaction to create a sense of
escapism and serenity.
• Created the “Ultra-Nature Portals”, a series of ultra-real XR scenes from misty forests to cosmic dreamscapes triggered in different areas of the suite to guide
emotional shifts: grounding, energizing, inspiring, and calming.
• Developed the narrative and multi-sensory interaction framework, including ambient sounds, digital projection design, and motion-reactive triggers aligned with
Gucci’s brand language and aesthetics.
• Designed experience zones with custom UI/UX logic for in-room touchscreens and wearable tech that allowed guests to control lighting, sound, and visual environments
in tune with their moods.
• Collaborated with design team and technical leads to ensure a seamless merge of physical luxury and digital fluidity.
RESULT
• The Regeneration Suite launched as part of Gucci’s brand evolution into the wellness and lifestyle space, generating extensive global press coverage,
including Vogue, Hypebeast, and Wallpaper*.
• Recognized as a pioneering example of immersive luxury hospitality, redefining how fashion brands engage audiences through spatial storytelling
and emotion-driven design.
• The activation helped position Gucci as a cultural curator, seamlessly blending heritage with future-forward digital experiences.
• Guests described the suite as “a living dream” and “a truly restorative fashion sanctuary.”
• The Regeneration Suite launched as part of Gucci’s brand evolution into the wellness and lifestyle space, generating extensive global press coverage,
including Vogue, Hypebeast, and Wallpaper*.
• Recognized as a pioneering example of immersive luxury hospitality, redefining how fashion brands engage audiences through spatial storytelling
and emotion-driven design.
• The activation helped position Gucci as a cultural curator, seamlessly blending heritage with future-forward digital experiences.
• Guests described the suite as “a living dream” and “a truly restorative fashion sanctuary.”
PRESS + REFERENCES
• AKQA x Gucci x The Savoy
• Wallpaper*: Gucci x The Savoy
• AKQA x Gucci x The Savoy
• Wallpaper*: Gucci x The Savoy
