Concrete Desires: The Rise of Brutalist Hospitality
Once maligned as cold, bureaucratic and even brutal (as the name suggests), brutalist architecture is enjoying a powerful resurgence, particularly within the world of luxury hospitality.
Rooted in mid-20th century design principles, brutalism was built on raw expression. Think exposed concrete, monolithic forms and a commitment to material honesty. For decades, these buildings were dismissed as soulless relics of the post-war era. Today, they’re being reimagined, not as remnants of the past, but as bold foundations for a new kind of hotel experience.
Here are some of the standout hotels leading this concrete renaissance and the creative teams behind them.
The Standard, London
Occupying a former Camden Town Hall annexe built in 1974, The Standard London is a benchmark for brutalist adaptation. The original shell, an unapologetically bold concrete structure was reimagined by Orms Architecture, who oversaw its restoration and the addition of three striking new levels, including a curved glass extension and dramatic red elevator shaft.
Inside, LA-based Shawn Hausman Design injected retro-futurism, mid-century warmth and visual playfulness into the formerly utilitarian space. The result? A hotel that feels both grounded in history and wildly contemporary.
Hotel Marcel, New Haven
Housed in the former Armstrong Rubber Company headquarters (designed by Marcel Breuer in 1970), Hotel Marcel is a rare case where the brutalist legacy is matched by an equally bold sustainability mission.
Developer-architect Bruce Redman Becker led the transformation through his firm Becker + Becker, turning the long-abandoned building into the USA’s first Passive House-certified, net-zero hotel. Interior design by Dutch East Design cleverly integrates period-relevant furnishings (think Breuer chairs and Bauhaus geometry) with modern comfort, proving that sustainability and brutalism aren’t mutually exclusive, they’re a perfect match.
Hotel Unique, São Paulo
Brazil has long embraced brutalism, and Hotel Unique is one of its most photographed architectural icons. Designed by the late Ruy Ohtake, the hotel’s dramatic inverted arc of concrete has become a sculptural landmark in São Paulo’s skyline.
While Ohtake’s exterior is strikingly experimental, the interiors by João Armentano offer a more restrained, warm and quietly luxurious experience. Together, they create a striking dialogue between form and feeling, structure and softness.
Why It Works
These hotels prove that brutalism isn’t about austerity, it’s about character. Each project layers soft furnishings, warm tones, natural light and local art to humanise the concrete canvas. Whether it’s The Standard’s curated vintage aesthetic, Hotel Marcel’s eco-forward ethos or Hotel Unique’s Brazilian flair, the appeal lies in the contrast: heavy structures with light intentions.
And crucially, the success of these spaces doesn’t come from the brands alone. It’s in the architectural nuance, the spatial storytelling, and the vision of the design teams behind them. Studios like Orms, Dutch East Design, and the legacy of Breuer and Ohtake give these properties their integrity and soul.
At Brand Reveller, we always look beyond the surface. Because in modern luxury, the real story is often written in the foundations.
