At Hotel Experience 2026, Tasos Georgantzis delivered the keynote “The Hotel Is Not the Building: Designing the Experience Before Designing the Architecture.”

Drawing on selected projects from Urban Soul Project’s hospitality portfolio, the presentation followed the guest journey through a series of moments: arrival, transition, encounter, privacy, stay and memory. Rather than treating the hotel as a fixed object or a collection of rooms, it considered how architecture connects these moments, shaping not only how a place functions, but also how it is experienced and remembered.

The keynote took place on 18 October 2026 at Technopolis City of Athens as part of the Hotel Experience conference programme.

Photography: Aphroditi Houlaki