In our first interview with the designers taking part in this year’s Sleep Concept Hotel, we speak to Andrea Ginetto of Squared Interiors.
Pretty Flamingo concept by Squared Interiors for Sleep 2013
As he walks into his room a familiar and intimate feeling of comfort invades him, and as he looks around he can see traces of the 60s’ vibrant atmosphere recollected within the space. The room is a balance of seductive shapes, patterns and colors from the past … he gets ready to relax, knowing he has rediscovered his favourite place in London.
This evocative image sets the scene for Squared Interiors’ concept for this year’s Sleep Concept Hotel. The London-based interior architecture and design practice is working with fit-out company Dea Contract to design and build a junior suite inspired by a story they devised about a man returning to a London hotel room filled with memories of his father. The concept, created by the very talented team of designers Lotti Lorenzetti, Flavia Conde and Elena Verdera, is an exciting mix of design elements carefully selected and studied to very fine detail.
Rather than creating a pastiche of the 1960s, Squared Interiors wanted to capture the essence of the era in their design. “The key for us was taking certain elements of the 1960s; going through a lot of images, research, finding what we liked and what we thought could be translated from the past to nowadays. We took elements of patterns, colours, shapes and the architecture of that era,” explains Andrea Ginetto, Executive Creative Director of Squared Interiors.
Headed up by Andrea and his associate, Angelo Cristofaro, Squared Interiors specialises in hotel and residential design – two very different fields which are overlapping more and more in contemporary interior design.
Laurie House, London – sitting room (in collaboration with polis design by Ania Porada)
“In residential projects, you design for a client that will live in that space; it’s much more personal,” Andrea says. “But we are much more often translating and bringing residential elements into the hospitality sector as well. Travelers expect to feel at home in guest rooms.” We can expect to see more of this home meets hotel approach in Squared Interiors’ ‘Pretty Flamingo’ design for the Sleep Hotel junior suite; some special elements, Andrea says, have never been seen before in a hotel.
Laurie House, London – dining room (in collaboration with polis design by Ania Porada)
As well as their Sleep Concept Hotel submission, Squared Interiors has several high profile projects on the cards, including a boutique hotel in Luanda, concept developments for residential projects in Moscow and Cameroon and a new concept restaurant in Twickenham, London – an impressive line-up for a design partnership that was launched only recently, when Andrea and Angelo decided to join forces and combine their design experience. As for their dream project? “A big resort on the beach,” Andrea says. “I would love to bring elements of my home country, Italy, to a nice resort.”
Luanda Boutique Hotel, Espirito Santo Group, Luanda, Angola – Africa
See Pretty Flamingo by Squared Interiors and Dea Contract as part of the Sleep Concept Hotel at the Sleep Event. Find out more about the 2013 Sleep Concept Hotel brief and judges here.