Credit: FRAMA

The multi-faceted design brand, FRAMA, have launched a new digital hotel dubbed L’Auberge. The hotel is focused on providing an experience for self-reflective discovery and reconnection.

FRAMA are known for their furniture, living accessories, home goods, and some wacky things like an apothecary range. It’s all about having clean lines with simple geometry to find that perfect balance of form and function. They’ve now sought to do the same thing with their digital hotel.

Credit: FRAMA

L’Auberge aims to bring a “calming, daydreaming, and reflective state of mind seeking out the anomalous and unexpected.” They do this by providing a personal sanctuary where “motion and stillness find their balance, favouring a state of contemplation and introspection.”

Credit: FRAMA

What you will find at the hotel is “a landscape of infinity sandy dunes.” The suite itself sees FRAMA’s iconic geometry carved into walls and ceilings that FRAMA say allows “guests to experience the rhythmic course of nature and its elements.” Whatever that means.

There’s a bathroom there too for consistency reasons, I guess. It’s not like you can use it but hey you can’t have a suite without a bathroom, right? But I suppose if you’re designing a digital suite, you would just include everything because you can. If you have an issue with one thing being there because you can’t use it, well, you can’t use anything else in there either so what does it matter.

Credit: FRAMA

One thing that does seem cool is the outdoor area where the sun begins to set and you can stare at the infinite horizon of the sand dunes. FRAMA call it a “setting for ideas and co-creation.”

Credit: FRAMA

This is definitely an interesting experiment, even if it does sound like a bunch of new age hippy crap. What FRAMA have done is create a space that represents a “new creative attitude, a need, and a behaviour. A place where reality merges with the infinite power of our imagination and architecture blends effortlessly into nature.”

I would guess that this came about as a reaction to COVID-19 and people being forced to live indoors for longer periods of time. I understand that this might be a way of making that more bearable for people. I’m curious to see how people will react to this.

Credit: FRAMA
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