HiDesign 2023, Marrakesh

HiDesign 2023

This year’s Hi Design event saw the team jet off to Morocco to enjoy a few day in Marrakesh. Making new connections and meeting peers. Our procurement Manager Stephen shares his experiences:

We arrived early in Marrakech, thanks to a 6am flight, and joined other attendees at the luxurious Mövenpick hotel. The grand entrance, pristine surroundings, and accommodating staff set the tone for the event. Once settled into our grand rooms with fantastic views, we had a few spare hours before the meeting dinner, so we embarked on a sightseeing adventure. The heat required a gelato pit stop, and we explored the tranquil gardens of Le Jardin Majorelle, finding inspiration in the textures and colours of nature. We also took a detour through the bustling markets, experiencing sensory overload and encountering beautiful textiles and ceramics. The streets, architecture, and typography provide inspiration for designers

For the first of the events seminars Alexander Robinson of STR delivered a data-led analysis of the luxury hotel industry, discussing recovery after COVID-19. Large rate increases were reported globally offsetting the small occupancy fall vs 2019. Economic inequality was rarely addressed. However, a graph highlighted global issues affecting societies. Growth rates were significantly higher for luxury and budget hotels, while the middle segment experienced less growth. This underlined the situation where people either have increased affordability or had to budget more frequently.

A group panel discussion followed on 'Hotel of the Future,' where AI played a role in providing insights. The panel agreed on the importance of technology streamlining stays, voice-controlled apps, AI-driven services, and eco-friendly practices. However, Philippe Attia emphasized the importance of the personal touch and social connection in hospitality. Elite service was hailed again later as crucial for success, raising questions about the economic value placed on those providing this essential service. The discussion also touched on the design and aesthetic of hotels, with a focus on creating a sense of place and communal spaces to encourage social interaction. After a brief break and a group photograph, we proceeded to meet suppliers.

Coffee and petit fours were on tap during the supplier meetings and were much required as information came at us think and fast. The variety of suppliers that we met were well tailored.

Seminars in the afternoon were Jack Strauss of Lore Studio discussing capturing the Zeitgeist and Juliet Kinsman "A Rallying Cry for The Climate Crisis". Jack talked about taking risks by focusing on a distinct interest or gimmick can be a key attraction, offering a different experience. Success lies in staying true to your vision, disregarding perception or targeting specific demographics. Embracing your idea and make it shine. Juliet Kinsman emphasized the urgency and consequences of climate change. It wasn't about promoting specific sustainable materials or products, but rather a stark realization of our responsibility for change. Personal accounts highlighted local impacts like floods and insurance issues, as well as global issues like inequality and women's rights. Making a difference requires awareness, combating greenwashing, and making ethical choices. Designers play a crucial role in initiating conversations through their designs, making small environmental impacts and connecting with the local context. However, the widening gap between the wealthy and disadvantaged raises concerns about the effectiveness of change and the willingness of those in power to care. It was a thought-provoking wake-up call for all.

HI Designs’ Top Topic was the first seminar of day two. CHATGPT joined the panel again. Where AI was seen as a helpful tool, the panel emphasized the importance of the designer's narrative and connection to social needs. The discussion moved on to the Tik Tok generation and the rise of 'Bleisure' travel. Designing for the Instagrammable moment was a hot topic, although concerns were raised about the environmental impact and authenticity of creating spaces primarily for social media. The importance of balance between technology, connectivity, and human interaction was emphasized. A recuring idea that came up again is that the basis to success a place needs a great bed, great shower and great Wifi.

In the afternoon Judith Van Vliet founder of the Color Authority gave a very inciteful Seminar on colour and it’s importance to Morocco. The amount that was covered in just an hour was impressive, all whilst being totally engaging. Breaking down our emotional responses to colours, cities in Morocco with specific colours tied to their cultural heritage and how pigments are locally made. It was these processes that were most fascinating. The detail in this research of regional culture underlined the importance of the thought process that should be at the forefront of design. After the final meets a buyer networking event allowed us to more time to get to meet more people before we broke for some free time. A quick swim in the pool and a chance to do some reading then it was time to change for the farewell dinner. 

Dinner was a more formal setting. Food kept being brought and it felt like it would never stop. Delicious but vast quantities. As HI Design came to a close, we left with new connections, fresh perspectives, and a heightened sense of responsibility. It was a reminder that design isn't just about aesthetics; it's about shaping experiences, connecting people, and preserving the environment. Marrakech provided the perfect backdrop for this introspection, with its vibrant culture and architectural wonders. As we headed back to our studios, we carried with us a renewed commitment to sustainability, social responsibility, and creating meaningful spaces in an ever-evolving industry.

Words by
Stephen Nuttall
Procurement Manager, NC Studio