Alex Kuby, AIA, WELL AP Associate Principal In hospitality design, we frequently hear the term "branded environment," but too often, it's mistaken for a marketing tool or a way to push a message onto guests. In its purest form, a branded environment is not about selling anything—it’s about...

Alex Kuby, AIA, WELL AP Associate Principal 2024 has been a year of innovation, sustainability, and cultural reinvention for the hospitality industry. With 2,731 hotel openings worldwide, designers and developers have not only shaped guest experiences but also redefined the boundaries of...

Alex Kuby, AIA, WELL AP Associate Principal In the ever-evolving world of branding, one trend has gained significant traction over the past few years: "blanding." Characterized by minimalist designs, sans-serif fonts, clean lines, and limited color palettes, blanding has become a hallmark of...

Alex Kuby, AIA, WELL AP Associate Principal Through my responsibilities related to our studio's processes and workflow, I’ve witnessed how AI is revolutionizing the way we approach projects—streamlining workflows, enhancing creativity, and offering unparalleled personalization. However, beneath...

Alex Kuby, AIA, WELL AP Associate Principal As artificial intelligence (AI) continues to transform industries, from manufacturing to digital services, one question becomes increasingly relevant: Can AI tools truly replicate the human touch? For industries like architecture and interior...

Alex Kuby, AIA, WELL AP Associate Principal Over the course of my career, I have seen the principles of hospitality make significant inroads into various other typologies of interior design. I've witnessed firsthand how the concepts of hosting and community representation, which are central to...