Dubai, 3 May 2024 – Alchimia recently took the stage at the prestigious Dubai Hospitality Innovation Summit, showcasing its vision for the future of invisible technology in luxury interiors. The event brought together hospitality leaders from across the Middle East and reinforced Alchimia’s growing presence in international design.

Jeroen van den Hurk, CEO of Alchimia, appeared on stage to represent the brand during the Dubai Hospitality Innovation Summit. Although he was not actively speaking at the time, his presence underlined Alchimia’s role in shaping the conversation around innovation in hospitality design.

“Technology should not be added to a space — it should disappear into it. At Alchimia, we believe integration is the future of hospitality design.”

Throughout the summit, industry leaders discussed how innovation can enhance the guest experience. Alchimia contributed to this conversation with its concept of Design Integration — a seamless merger of technology and material. As a result, environments become more intuitive, immersive, and emotionally refined.

Moreover, Alchimia draws inspiration from enduring architectural values. Influenced by Vitruvius’ triad (firmitas, utilitas, venustas) and Leonardo da Vinci’s belief that “simplicity is the ultimate sophistication,” the brand unites ancient principles with contemporary innovation. The positive response from attendees reaffirmed the importance of invisible technology in the future of high-end hospitality design.

To learn more about the vision and team behind Alchimia, visit our About Us page.

🎥 Watch the keynote presentation

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