Virgile and Partners / Imagination are Shortlisted for the Hotel Design Award – Europe

design et al are delighted to announce shortlist success for Virgile and Partners / Imagination in the International Hotel & Property Awards 2014. The Crowne Plaza Belgrade will compete for the Hotel Design Award – Europe.


This project is the transformation of a 70’s building into the most up-to-date expression of the Crowne Plaza brand.


The challenge was to take the dated hotel interior within the architectural shell of a 70’s Belgrade landmark building, transforming it into a relevant and current expression of the Crowne Plaza brand. The 416-room hotel also needed to reassert its position as a meeting place for Belgrade high society.


Generous concrete and glass architectural spaces had to be celebrated, but also infused with warmth to create a welcoming atmosphere in line with guests’ expectations. The interior had to achieve the perfect equilibrium between character and timelessness. The solution was an injection of character through the contrast of iconic furniture and 70’s art with bold contemporary flourishes.


The design of the social meeting areas e.g. bars and restaurants evoke both individuality and comfort. Through the introduction of bespoke furniture, rooms and suites acquired an intimacy evocative of an exclusive boutique hotel. The project blurs the boundaries between boutique and business; successfully embracing the immense scale of the building, whilst also creating a comfortable residential environment.