Biophilia in design is on the brink of becoming just another buzzword – diluted like ‘sustainability’ and ‘wellness’. Enter fauxphilia, which sits in the same dull category as ‘greenwashing’: all style and noise, no substance. But at its core, argues Kate Mooney, Founder and Principal at OCCA, true biophilia isn’t just about greenery – it’s about crafting spaces that evoke nature’s essence, sometimes without a single leaf in sight.
“For hoteliers and designers looking to amplify brand identity, craft a true sense of place and deliver an authentic biophilic experience, sensory design is the game-changer,” said Mooney. “Sound, scent and lighting set the stage – but the secret? Focus on feeling, not just visuals.”
Image caption: Six Senses Rome, designed by Patricia Urquiola – opened in 2023 | Image credit: IHG
Luxury hotels have long relied on signature scents to cultivate brand presence – think of the instantly recognisable olfactory identity of The Edition or Shangri-La. But the future of sensory branding extends beyond scent. “Consider the role of ambient sound: the murmuration of distant waves in a coastal retreat, or a faint breeze rustling through digital foliage in an urban sanctuary,” Mooney added. “Less soundtrack and more signature, they are subconscious cues that reinforce a hotel’s ethos.”
Mooney also argues that lighting isn’t just functional – it’s a branding powerhouse. Beyond tweaking colour temperature, dynamic lighting design mirrors nature’s rhythms – soft, dappled, ever-changing. “The right interplay of shadow and glow can create an almost ineffable brand signature, one that resonates as deeply as a well-chosen typeface or material palette,” she said.
Image credit: Alila Hotels
A sense of place without a cliché
Biophilic design is often reduced to token gestures – overused jungle motifs in a city hotel or a clichéd waterfall feature in a spa. The true goal should be to evoke the ecological and cultural narratives of a specific place, without pastiche.
“Take sound, for example,” Mooney explains, “a Tokyo hotel may subtly integrate the distant hum of cicadas in summer, a nod to the city’s seasonal soundscape. A desert retreat in Arizona might weave the whisper of wind through cacti into its ambient audio design. Scent can follow suit – eschewing generic ‘green’ or ‘woody’ fragrances for hyperlocal olfactory cues, such as the mineral tang of rain on dry stone or the resinous warmth of a specific regional pine.”
“Lighting should also respond to geography: the blue-white intensity of Arctic daylight differs drastically from the golden hues of the Mediterranean. Emulating these subtleties in interior lighting schemes can ground a space in its locale without resorting to the literal.”
With the right approach, though, designers can even, as Mooney describes, ‘flip these clichés on their head’ – creating unexpected feelings, through sensory touchpoints, in spaces that surprise and delight.
Image caption: 1 Hotels Mayfair, designed by GA Group – opened in 2023
Biophilia as experience, not aesthetic
True biophilic design is about fostering a physiological and psychological connection with nature – not simply decorating with it.
“Circadian-responsive lighting that shifts from crisp morning coolness to deep amber evenings supports the body’s natural rhythms, improving sleep and wellbeing,” Mooney explains. “Acoustic treatments that reduce artificial reverberation while amplifying natural tones – such as the crunch of gravel underfoot or the ripple of water – anchor guests in a tactile, sensory world.” Scent, applied sparingly and authentically, can tap into deep memory pathways, reinforcing a sense of calm and belonging.
Rather than commodifying biophilia into yet another design trend, hoteliers and designers should, in Mooney’s opinion, treat it as an invisible thread that subtly stitches together brand identity, locality and guest experience. When done well, guests will simply remember how the space made them feel – rested, restored and deeply connected with the hotel (and the brand).
Beyond aesthetics – the business case for biophilic sensory design
For hotel developers and operators, investing in a deeper sensory approach to biophilic design has tangible business benefits too.
“A strategic investment in biophilic sensory design offers a clear commercial return for hotel owners and developers by enhancing guest satisfaction, increasing occupancy rates, and driving higher ADR,” said Mooney. “The data shows that nature-inspired environments lead to longer stays and more positive guest reviews, which in turn fuel word-of-mouth marketing and repeat business.
“Integrating circadian lighting and natural acoustics can reduce energy costs and improve operational efficiency, lowering maintenance expenses. While in an increasingly wellness-conscious market, hotels that embrace the principles of biophilia as a holistic experience rather than just an aesthetic trend, are better positioned to differentiate themselves, increase brand equity, and maximise long-term profitability.”
Image credit: OCCA
Industry leaders – who, in OCCA’s eyes, is doing it best?
Many hotel groups around the world are embracing biophilia in design in multiple ways, with many layers. Here’s Mooney’s top three – chosen for their lack of one-off gimmicks and for their deep commitment to a fully integrated approach:
An innovative leader in immersive biophilic design and branding, where sensory design elements are integral to their sustainable luxury ethos.
Known for their commitment to holistic well-being, integrating scent, sound, and natural textures seamlessly in all their properties.
Merging local ecological narratives with subtle, sensory-driven design elements to create deeply rooted guest experiences.
Main image caption: A residential project designed by OCCA
