We’re very excited about our latest award winning collaboration.

“Transforming the Hotel Room: Research for Innovation at IHG” was written and presented by Al Deakin and Gemma Jones (Space Doctors), Tim Jones (IHG) and Robin Pharoah (ESRO) and demonstrated how a combination of semiotics and ethnography led to ground-breaking new room designs for the Intercontinental Hotel Group.

Our analysis of the codes of “sleep” in China and the US – and how they are present in lived environments – was developed ethnographically by ESRO and finally translated by our client into innovations soon to be seen in hotels around the world.

For more information about the project – and about how our work can influence the design of lived space – please contact Al Deakin.


T: +44 7771 854193