Humans’ need for beautiful dates back to prehistory, when they began to decorate their tools and weapons. From that moment on, they have significantly separated them from other beings and begun to evolve, expressing themselves through art and the perception of aesthetics. Beauty criteria have changed many times throughout history, of which art and design testify most.
Apart from the fact that beauty has been perceived differently in different epochs, perception of beauty varies from country to country, as well as from one person to another. Nevertheless, it is possible to determine certain aesthetic characteristics of spaces that are universally accepted.
The term “classic beauty” is often used when the object that is described satisfies supreme aesthetic criteria or when it is “universally beautiful”, which is related to owning visual characteristics – harmonic proportions, symmetry, harmonized rhythm in repetition of shapes, ordered connection of parts as a whole. In philosophical sense, the most important thing for aesthetic is to wake up the senses and spark emotions.
In harmony with the environment
Apart from interior design and external appearance, in order to say that it meets all aesthetic criteria, a hotel must be harmoniously integrated into the environment. Also, the entire visual story must be rounded up into a unique whole with the logo of the hotel, employee uniforms, decoration and equipment. Harmony must be seen both as a whole and in all parts of the hotel.
Since the aesthetics issue is linked to the power of positive emotions, many marketing strategies place it in the centre of their actions. What distinguishes the development and presentation of a superior hotel from an average one is, according to research, the shift of strategies from product-centred to "customer oriented", where, apart from its service and human factor, the space plays equally important role, ie. its aesthetic characteristics, as an important part of the offer of the hotel.
The basic and universal principles of aesthetics can be applied when designing or reconstructing each hotel facility, no matter which style or category we have opt for. A holistic approach to design, where the interdisciplinarity and cooperation of all involved professionals is very important, from architects and designers, hotel operators and marketing experts, leads to the successful realization of the goal: to put the user in the centre and provide them with a comfortable stay with positive stimulation of senses, which is the definition of aesthetics. In the end, it will not be so important whether the hotel is decorated in minimalist, elegant, eclectic way... What is important is that it is “beautiful” by all criteria.
In some cases, aesthetics allows "drama", asymmetry, contrast, and even "anti-aesthetics" that leads to the avant-garde. Such styles are also popular in certain circles, but the goal is essentially the same: space should awake emotions that the user expects inorder to to feel special. This requires working with top designers to avoid kitsch and bad taste, because of the extravagance and sensitivity of this style.
The fulfilment of universal aesthetic criteria with modern technology and computer programs that by algorithms recognize what is „beautiful“ according to the most, can be accurately measured and expressed. Such tools are often used in visual marketing, but they can also be used in the design of space, so as to design objectively, how much space will be „beautiful“ and attractive.
From the presenting 50 of the world's best-known and, at the same time, the world's best-rated hotels in the magazine The Telegraph, it can be concluded that each of them meets extremely high aesthetic criteria. In separate sections, attention is paid to the style of the hotel, as the second most important feature that is important to guests and critics. Hotels are classified by continents and include objects of a variety of characters and styles. Here are some examples.
A breath-taking design
Hotel du Cap-Eden-Roc, Cap d'Antibes, Provence - France. A very luxurious, yet at the same time a simple hotel on the Cote d'Azur, favoured by "celebrity" guests for the beauty of its simplicity, so that in the surroundings of the environment they feel like ordinary people. It is located in the old pine forest, on the seashore. The main building is symmetrical and proportionally harmonious palace, built in the style of Napoleon III, and to this day it is loyal to its authentic beauty.
Mandarin Oriental, Tokyo - Japan. Designed to take your breath away. The lobby of the hotel, located on the highest floor of the skyscraper, on one hand provides a view of the high buildings of Tokyo's business zone, and on the other hand, introduces the beautiful nature of the Fuji Mountains in the interior. Like the previous example of a sea hotel on the Cote d'Azur, this hotel meets all aesthetic criteria, including the perfect harmony with the environment. The ultimate aesthetics of the interior in a successful and elegantly rounded combination of traditional and modern, shows on the one hand harmony and, on the other hand, playfulness - through the public contents of the hotel designed by Ryu Kosak, known for provocative interior nightclubs for adults.
Fogo Island Inn. A very successful and modern exterior, while the interior harmoniously combines what is "designer" top fashion with traditional location-related values. It is a special aesthetic quality, which includes local things - from materials, design and production, which supports modern aesthetics demands - ecological sustainability. In the modern world, one cannot speak of "beautiful", if it is not in keeping with the preservation of nature and the environment.
Some hotels were built to last and have incorporated principles of aesthetics. This takes time, experience and cooperation. Certainly, during the time it is necessary to do some reconstruction, revitalization in the form of smaller or larger procedures, which should not significantly affect the style of the object. Some objects do not have such characteristics, but there are tools that enable aesthetic procedures that can improve quality. When building a new or implementing "aesthetic activities" on existing facilities, it is necessary to think about the sustainability of the solution, so that it is justified, profitable and long-lasting.