Raw luxury finds new expression as architects reinvent the hotel experience through brutalism
Brutalism’s reputation for austere concrete facades and institutional severity might not suggest immediate hospitality appeal. Yet a new wave of hotels proves otherwise, softening raw concrete with thoughtful design interventions.
At Jamaica’s Pompey, board-formed concrete meets warm wood furnishings, while Hotel Marcel’s restoration in New Haven demonstrates how Brutalist buildings can be reimagined for modern comfort. In Athens, the Ace Hotel has embraced concrete’s possibilities, setting a new template for architectural transformation.
These are just three of seven properties worldwide where brutalism’s raw power is being harnessed to create uniquely intimate spaces for rest.
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1. Pompey in Portland, Jamaica
The estate’s austere interiors, designed by Sara Nataf and Katelyn Hinden, complement its dramatic architecture. A professional recording studio, yoga pagoda, and working farms dot the grounds, while an impressive contemporary art collection transforms the property into a living gallery.
Works by Sofia Londoño, Lucas Muñoz, Pedro Reyes, and Veronica Ryan are thoughtfully integrated throughout the landscape, creating a dialogue between art and nature in Jamaica’s verdant heart.
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2. Hotel Marcel in Connecticut, USA
Along Interstate 95 in New Haven, Connecticut, Marcel Breuer’s iconic Brutalist masterpiece has been transformed from a tyre company headquarters into what may be America’s most sustainable hotel.
The Hotel Marcel, now part of Hilton’s Tapestry Collection, achieves zero emissions through 1,000 rooftop solar panels and innovative lighting systems.
Brooklyn-based Dutch East Design has crafted interiors that honour the building’s industrial heritage, preserving original wood panelling and concrete staircases while introducing contemporary touches.
The 165-room property, reimagined by architect Bruce Redman Becker, is the first US hotel to earn both Passive House and LEED Platinum certifications.
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3. andBeyond’s Sossusvlei Desert Lodge in the Namib Desert, Namibia
In the heart of the Namib Desert, andBeyond’s Sossusvlei Desert Lodge emerges as a study in environmental harmony.
The reimagined 1990s structure, designed by Fox Browne Creative and architect Jack Alexander, channels Brutalist sensibilities with its bold geometric forms of glass, rock, and steel yet softens this architectural rawness against the desert’s undulating landscape.
The lodge represents a delicate balance between uncompromising modernism and conservation. Solar panels crown the exposed concrete roofs, harnessing the intense desert sun—where temperatures often exceed 50 degrees Celsius—to power state-of-the-art climate control and water recycling systems.
The result is a self-sustaining oasis that proves architectural ambition can coexist with environmental stewardship, even in earth’s most extreme environments.
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4. The Sukhothai in Shanghai, China

Above The Sukhothai in Shanghai, China (Photo: The Sukhothai Shanghai)

Above The Sukhothai in Shanghai, China (Photo: The Sukhothai Shanghai)
At Shanghai’s The Sukhothai, brutalism finds unexpected warmth in the hands of architects Neri & Hu. The property’s commanding concrete presence, softened by thoughtful interventions, challenges conventional hospitality design.
Massive board-formed concrete walls create a fortress-like exterior, while inside, the architects have crafted intimate spaces through careful material juxtaposition. A dramatic floating concrete staircase, its grey terrazzo slabs seemingly defying gravity, anchors the lobby beneath a wooden lattice lantern.
The 201 rooms temper raw concrete with textured clay walls in muted pinks and greens, while brass accents and pale wood transform institutional austerity into calculated comfort.
Here, brutalism’s characteristic heaviness becomes a virtue, creating what the architects call “an urban oasis” amid Shanghai’s relentless energy.
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5. Hotel Terrestre in Puerto Escondido, Mexico
In the sun-drenched landscape of Puerto Escondido, Hotel Terrestre emerges from the Mexican coast like a modernist archaeological discovery.
Architect Alberto Kalach’s latest work for Grupo Habita presents brutalism at its most environmentally conscious: 14 solar-powered villas crafted from hand-made concrete and white mud bricks.
The complex, with its pyramidal reception towers and linear arrangement of private pools, achieves what few brutalist structures attempt—harmony with nature.
Here, raw concrete meets Indigenous maqui wood, while careful siting preserves existing vegetation. It’s brutalism reimagined for an era of ecological awareness, where ancient materiality meets future-focused sustainability.
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6. Shiroiya Hotel in Maebashi, Japan

Above Shiroiya Hotel in Maebashi, Japan (Photo: Shiroiya Hotel)

Above Shiroiya Hotel in Maebashi, Japan (Photo: Shiroiya Hotel)
The Shiroiya Hotel transforms brutalist bones into cultural currency in Maebashi, a former silk trade powerhouse in Japan.
Renowned architect Sou Fujimoto’s renovation of a 1970s concrete structure creates drama from demolition, stripping away floors to reveal raw concrete expanses where new sculptural staircases dance with Leandro Erlich’s illuminated pipes.
The “heritage Tower,” honouring three centuries of hospitality, now stands alongside Fujimoto’s” green Tower”– a concrete interpretation of local topography.
This is not merely adaptive reuse; it is a concrete canvas where contemporary art, from Lawrence Weiner to Tatsuo Miyajima, turns guest rooms into gallery spaces, marking Maebashi’s evolution from the industrial past to the cultural present.
7. Ace Hotel and Swim Club Athens, Greece

Above Ace Hotel and Swim Club Athens, Greece (Photo: Ace Hotel)

Above Ace Hotel and Swim Club Athens, Greece (Photo: Ace Hotel)
Along the Athens Riviera, where Brigitte Bardot once lounged, the Ace Hotel & Swim Club presents itself as a study in brutalist reinvention.
French studio Ciguë has transformed the former Fenix Hotel, preserving its stark geometric facade while infusing it with ’70s coastal nostalgia.
The 120-room property honours Greek modernist Aris Konstantinidis through its material dialogue: raw concrete converses with local ceramic tiles and plaster frescoes.
Here, brutalism softens under Mediterranean light, as floor-to-ceiling windows blur boundaries between stark interiors and sea-kissed horizons, while vintage furniture nods to the Riviera’s golden age.
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