urban soul project brings bold red hotel design to santorini

Urban Soul Project reimagines hospitality through a drawn line

In a landscape long defined by Cycladic white and postcard predictability, Urban Soul Project (USP) introduces Neema Maison Finikia Santorini, a hotel designed for Neema – Domes Resorts. USP’s concept is based on a sculptural metal ‘thread’ that moves through the interiors like a continuous line drawing. Beginning at reception, it traces and outlines architectural elements, merges with joinery, and concludes in a large-scale wall installation referencing fashion illustration and textile craft.

Color becomes a structuring tool. Neema’s signature red appears as a counterpoint to textured neutrals, framing the reception area and recurring across built-ins, furniture, and details, and reads as a stabilizing rhythm, organizing the visual field.

all images courtesy of Urban Soul Project and Neema Maison Finikia Santorini

Cinematic outdoor spaces and editorial interiors in santorini

Moving toward the pool, a custom tile pattern, derived from Neema’s woven brand motif, animates the outdoor area, while sculptural sunbeds and an expressive bar establish organic silhouettes against the Cycladic light. Plaster, wood, stone, and fabric interact with sun and shadow to create a setting that feels cinematic.

Guest rooms approach the narrative from a more intimate angle. The Greek architects at USP compose each room as though prepared for a fashion shoot; lighting, textures, and spatial alignment highlight the occupant as the central figure. Dressing-room-inspired vanity lights, tile layouts recalling fabric swatches, and custom furniture pieces reinforce this editorial sensibility. The red of the brand returns in restrained accents, woven into headboards, bathroom elements, and built-in details, allowing continuity without repetition. Throughout the rooms, the woven brand motif is integrated into surfaces and panels.

set in a landscape long defined by Cycladic white and postcard predictability