Urban Soul Project reimagines hospitality through a drawn line
In a landscape long defined by Cycladic white and postcard predictability, Urban Soul Project (USP) introduces Neema Maison Finikia Santorini, a hotel designed for Neema – Domes Resorts. USP’s concept is based on a sculptural metal ‘thread’ that moves through the interiors like a continuous line drawing. Beginning at reception, it traces and outlines architectural elements, merges with joinery, and concludes in a large-scale wall installation referencing fashion illustration and textile craft.
Color becomes a structuring tool. Neema’s signature red appears as a counterpoint to textured neutrals, framing the reception area and recurring across built-ins, furniture, and details, and reads as a stabilizing rhythm, organizing the visual field.
all images courtesy of Urban Soul Project and Neema Maison Finikia Santorini
Cinematic outdoor spaces and editorial interiors in santorini
Moving toward the pool, a custom tile pattern, derived from Neema’s woven brand motif, animates the outdoor area, while sculptural sunbeds and an expressive bar establish organic silhouettes against the Cycladic light. Plaster, wood, stone, and fabric interact with sun and shadow to create a setting that feels cinematic.
Guest rooms approach the narrative from a more intimate angle. The Greek architects at USP compose each room as though prepared for a fashion shoot; lighting, textures, and spatial alignment highlight the occupant as the central figure. Dressing-room-inspired vanity lights, tile layouts recalling fabric swatches, and custom furniture pieces reinforce this editorial sensibility. The red of the brand returns in restrained accents, woven into headboards, bathroom elements, and built-in details, allowing continuity without repetition. Throughout the rooms, the woven brand motif is integrated into surfaces and panels.
Urban Soul Project (USP) introduces Neema Maison Finikia Santorini
USP’s concept is based on a sculptural metal ‘thread’
a hotel designed for Neema – Domes Resorts
the thread moves through the interiors like a continuous line drawing
USP composes each room as though prepared for a fashion shoot
lighting, textures, and spatial alignment highlight the occupant as the central figure
custom furniture pieces reinforce this editorial sensibility
the red of the brand returns in restrained accents
the woven brand motif is integrated subtly into surfaces and panels
plaster, wood, stone, and fabric interact with sun and shadow
sculptural sunbeds establish organic silhouettes against the Cycladic light
project info:
name: Neema Maison Finikia Santorini
architect: Urban Soul Project | @urban.soul.project
partners in charge: Maria Tsaftari
lead architects: Polina Liarostathi, Nikoletta Daniil, Nikoletta Gkoka
design team: Mariza Argyrou, Andreas Daniel
client: Neema – Domes Resorts
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