Urban Soul Project reimagines hospitality through a drawn line
Set against a backdrop traditionally characterized by Cycladic white and postcard-perfect scenery, Urban Soul Project (USP) presents Neema Maison Finikia Santorini, a distinctive hotel conceived for Neema – Domes Resorts. USP’s design centers on a sculptural metal ‘thread’ that weaves through the interiors like a continuous line drawing. Starting at the reception, this element traces and highlights architectural features, seamlessly merges with joinery, and culminates in a striking wall installation inspired by fashion illustration and textile artistry.
Color acts as an organizing principle within the space. Neema’s signature red emerges as a bold accent among textured neutrals, defining the reception area and reappearing throughout built-ins, furniture, and select details. This rhythmic use of red provides both stability and visual coherence, guiding the eye across the interiors.
all images courtesy of Urban Soul Project and Neema Maison Finikia Santorini
Cinematic outdoor spaces and editorial interiors in Santorini
Approaching the pool area, a custom tile pattern inspired by Neema’s woven brand motif enlivens the outdoors, while sculptural sunbeds and an expressive bar introduce organic, flowing forms that contrast beautifully with the Cycladic light. Materials such as plaster, wood, stone, and fabric interact dynamically with sunlight and shadow, creating a cinematic atmosphere throughout the exterior spaces.
Within the guest rooms, the narrative turns more personal. The Greek architects at USP design each space with the sensibility of a fashion shoot; lighting, textures, and spatial arrangement are orchestrated to make the guest the focal point. Features such as dressing-room-inspired vanity lighting, tile compositions reminiscent of fabric swatches, and bespoke furniture pieces contribute to the editorial character. The brand’s signature red returns in subtle touches—woven into headboards, integrated into bathroom elements, and embedded within built-ins—offering a sense of continuity without redundancy. The woven motif appears throughout on surfaces and panels, reinforcing the hotel’s identity.
set in a landscape long defined by Cycladic white and postcard predictability
Urban Soul Project (USP) introduces Neema Maison Finikia Santorini
USP’s concept is based on a sculptural metal ‘thread’
color becomes a structuring tool
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