Every hotel needs an identity – before the first design is drawn and before the first employee is hired. We define a property and F&B concept aligned with its location, target audience and business goals.
A well-defined concept is the foundation of every later decision – in design, operations and marketing. Without it, a hotel risks having no identity and struggling to position itself on the market. Experience shows that properties launched without a distinctive concept incur, within the first two years of operation, design and operational change costs that exceed the value of the advisory service itself several times over.
The concept we develop with the client covers brand positioning, the definition of the target audience, the property's functional layout, the F&B strategy, the finishing standard and the operational assumptions. It is the document on which the architect designs a functional interior, the designer adds character, and the future operator brings the property to market without costly corrections along the way.
We work with every party in the investment process – from the decision to buy a plot, through onboarding an operator, to reorganising an existing property. Whatever the scale, our role is always the same: we translate business intent into a feasible concept.
You are planning your first investment in a hotel or apart-hotel. You need a partner who will validate the idea against the market and guide you through the conceptual decisions before you sign with an architecture practice.
You are preparing a property to bring in a branded or independent operator. A Studio Alpina concept will help optimise the functional programme and increase the value of the project.
You manage a property that has lost its market focus or is preparing for a rebrand. We help revise the positioning, functional layout and F&B offer for a new target audience.
You are delivering a refurbishment, soft refresh or repositioning of an existing property. We create with you a concept that is feasible on budget and attractive to the market for the next five years.
We prepare every project individually, but the scope of work within the hotel and F&B concept service follows a set structure. This lets you clearly plan the budget and the schedule of the collaboration.
Defining the property's character, its class, market category and positioning relative to the competition in a given location.
Guest profiles, buying behaviour, expectations regarding standard and price. Defining the property's unique value proposition (USP).
Format of the restaurant, lobby bar and event space. Conceptual menu, pricing policy, external-guest profile, integration with the hotel offer.
Direction for the interior designer and branding agency. Storytelling, brand narrative, key guest touchpoints.
Programme brief – number and typology of rooms, area requirements, layout of operational zones, technical back-of-house, BOH/FOH.
A finishing standard consistent with the positioning and the investment budget. An FF&E and OS&E brief appropriate to the category.
Guidance on workflows, back-of-house layout, technology and IT systems – so that the design holds no later surprises.
We run every project according to a coherent, proven methodology. This gives you a predictable schedule and clarity on what happens at each stage of the collaboration.
Analysis of the location, demand, competition and the investor's initial assumptions. Market conclusions.
Property positioning, target audience, USP. Direction-setting workshops with the client.
Identity, narrative, F&B model, finishing standard. A full concept book.
Guidelines for the architect, interior designer and F&B consultant. The entry point to design.
Consulting at later stages – up to pre-opening, if you decide to continue the collaboration.
A Studio Alpina concept is a document that genuinely reduces design change costs, shortens the pre-opening period and increases the property's appeal in the eyes of a future operator or financing bank.
Conceptual decisions are made before the design, not during it. This translates directly into lower design and construction change costs.
A coherent concept translates into higher RevPAR, a higher F&B share of revenue and a better valuation of the property on the secondary market.
Every element of the concept is verified against daily operations. The architect designs a space in which the team can actually work.
We translate the standards of Marriott, Starwood, Vienna House and IHG into the realities of the Polish market – without corporate templates.
Projects delivered within this service by our experts.
Concept for a boutique city hotel with an original art programme – brand identity, positioning, F&B programme.
Concept for the wellness and dining areas of a seaside property – F&B model, visual identity, service standards.
Culinary concept for a hotel restaurant – menu engineering, service design, team training and implementation.
Have other questions? Write to us – we'll be glad to talk about your project.
A feasibility study answers the question “does this property make business sense” – it analyses the market, demand, competition and financial projections. The hotel and F&B concept answers the question “what exactly should this property be” – it defines the positioning, target audience, F&B model and functional programme.
Ideally – after the location and the initial investment idea are confirmed, but before signing with an architecture practice. The concept then becomes the programme brief, and the architect does not have to guess the direction.
We work with them. Studio Alpina is not an architecture practice and does not design buildings. We provide the programme brief and operational assumptions on which the architect designs the property.
Most often 6–12 weeks, depending on the scale of the property and the availability of market data. We devote the first 2–3 weeks to the audit and workshops with the client, and the next 4–6 weeks to developing the concept book and programme brief.
Yes. We handle most of our engagements in Poland, but the Studio Alpina team gained its experience in international chains. Working languages: Polish, English, German, Italian.
A set of three documents: the concept book (identity, narrative, positioning, finishing standard, F&B model), the programme brief (guidelines for the architect and interior designer) and the market report (location analysis, competition, demand, USP).
Every hotel project begins with a conversation. Tell us about your needs – we'll reply within 24 hours.
Every project begins with a conversation. Write to us or give us a call – we reply within 24 hours.