WHERE HOSPITALITY MEETS THOUGHTFUL DESIGN
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WHERE HOSPITALITY MEETS THOUGHTFUL DESIGN *
creative directoR & FOUNDER
MEET SONJA
Sonja is a hospitality experience partner and designer based in Marbella. Over twenty years in the industry, starting in restaurants & hotels, then a decade leading interiors and service on large private super-yachts gave her a particular way of seeing: one that takes in atmosphere, operational reality, and design detail at the same time.
She founded Brand & Spice in 2022 to bring that perspective to founders and brands who care about how hospitality actually feels, not only how it looks
Confession to make…
I choose hotels by their tiles and typeface but then stay for the service and the wine list.
OUR WHY AND THE VISION BEYOND
I’m big on honest brands. What you promise online should match what a guest actually feels in the room on a random Tuesday, not just opening week. The best design isn’t decoration but care made visible. That care lasts as long as the people delivering it understand what it means.
Brand & Spice is here to shape brands and spaces with the guest experience at the centre. My work lives in that sweet spot where the concept feels beautiful to guests and still makes sense for the people running it. Two decades in hospitality (+ a sommelier’s eye) guide how we use colour, fabric and branding to support teams and operations, because consistency is the real luxury.
build something that works in the rush and lingers long after the check-out.
Little Obsessions.
My camera roll says it all: little truths from a hospitality designer who books by looks, and collects the tiny details that make spaces work.
Photo credit: MARIA TERESA FURNARI
WHAT INSPIRES ME
TRAVEL, COLOUR, ART
From most intricate designs to a simple wall shadow - l see art literally everywhere!
LATEST DESIGN OBSESSIONS
The Brecon - Luxury Hotel in Swiss Alps
The Socialite Family - L’arte della Gioia Collection
Bureau Benjamin - La Meringue Lamp
MEET THE TEAM
ON-CALL CREATIVES
No two properties are alike, and the work reflects that. Depending on the scope, I bring in hand-picked creatives, writers, photographers, spatial designers. Each chosen for the specific project rather than kept on permanent retainer. The quality of a large agency, without the layers that come with one.
Your Hospitality Experience Partner.
“I'm just incredibly blown away by how amazing you were to work with! I really feel like you reached into my brain and put everything together that I had a hard time putting into words. I truly love the final outcome, and am so excited to see the space come together! I also LOVE the custom pieces you made and can't wait to use them in my client onboarding gifting experience.”
- THE KEFI WAY -
Frequently Asked Questions
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Both. Pre-opening support and observation stays for properties already trading are equally central to the work. The questions are different but the lens is the same.
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I arrive as a paying guest and experience the property the way your guests do - from the booking process through to check-out. I review arrival, room quality, service standards, F&B, housekeeping, and the smaller details that shape overall perception. The report is detailed, honest, and specific to your property
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A mystery shopper works from a generic checklist. I work from twenty years of knowing what good hospitality looks and feels like across markets, property types, and guest profiles. The feedback is not a score. It is a considered assessment with specific recommendations.
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Yes. Brand & Spice covers visual identity, custom illustration, branded touchpoints, and design direction for hospitality properties where the visual layer is part of the story. Some clients come for one, some for both.
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I work with a small number of clients at a time on a retainer basis, typically over three to six months. Pricing is custom depending on scope and property. Get in touch and we can talk through what makes sense.
