Hospitality with Vision: DV8 Designs at the Heart of the Independent Hotel Show 2025

The Independent Hotel Show is back at Olympia London on 6–7 October 2025, ready to welcome the luxury and boutique hotel community for two days packed with inspiration, ideas, and networking. Sponsored by James Hallam Insurance Brokers, the show is all about celebrating the very best in independent hospitality and giving hoteliers fresh ways to grow their businesses.

This year, we’re especially excited about the Hotel Business Stage, which has been given a complete makeover by the brilliant team at DV8 Designs. Known for their hospitality-first approach, DV8 – led by Managing Director Lee Birchall – has created a stage that feels less like a set and more like a true hotel experience, perfectly tying into the show’s theme of Redefining Luxury.

We caught up with Lee to find out how the concept came together, where the inspiration came from, and why thoughtful design makes all the difference in hospitality.

Tell us about DV8 Designs and what you do?

DV8 Designs is an award-winning design and architecture practice delivering multi-discipline services from concept to completion, with a clear focus on hospitality. Led by Managing Director Lee Birchall, our team brings over 50 years of combined experience, combining strategic insight with creative innovation.

We are recognised across the UK for our distinctive approach and have built a portfolio that spans hotels, spa destinations, restaurants, food halls, golf and leisure resorts, retail, and office environments. Our work is driven by a deep understanding of how design enhances guest experience and commercial performance, making us a trusted partner for complex and high-profile hospitality projects.

Why has DV8 Designs partnered with the Independent Hotel Show to bring the show’s Hotel Business Stage to life this year?

Partnering with the Independent Hotel Show gives DV8 Designs a platform to demonstrate our hospitality expertise at the highest level. The Hotel Business Stage allows us to showcase how strategic, thoughtful design elevates the guest experience, reinforces brand identity, and drives commercial impact. It’s not just a presentation; it’s a demonstration of our ability to deliver transformative spaces for the hotel sector while engaging with the industry’s innovators.

What is important to consider when it comes to hotel design?

Hotel design is about creating seamless, memorable experiences that resonate with guests at every touchpoint. From arrival to departure, every detail matter – lobbies set the tone, guest rooms provide comfort and atmosphere, and public spaces enhance social interaction. The ultimate goal is a hotel that feels both luxurious and personal, combining functionality with a sense of escape. Design must balance aesthetic appeal, operational efficiency, and commercial performance to ensure the space delivers value for both guests and owners.

What was your approach to designing the Hotel Business Stage this year?

Our approach was to create more than a display; we designed the Hotel Business Stage as an immersive, welcoming retreat that embodies the principles of modern hospitality. Every element, from seating and lighting to textures and spatial flow was curated to encourage visitors to pause, explore, and experience the space as a guest would. The design reflects how careful attention to detail can create environments that are both inviting and commercially intelligent.

How is the theme of Redefining Luxury incorporated?

‘Redefining Luxury’ in this context is about prioritizing quality, comfort, and a connection to nature over opulence. The ‘secret garden’ concept uses lush plants, natural textures, and warm, ambient lighting to create a restorative environment. Materials like terracotta and blush tones ground the space while evoking a sense of calm. The design demonstrates that true luxury lies in thoughtful, restorative experiences rather than excess.

What sustainability considerations were there for this design?

Sustainability is a core consideration in all DV8 projects. For the Hotel Business Stage, we combined real, dried, and artificial plants, all of which can be reused in future projects. Fabrics were selected for their recycled content, including materials derived from plastic bottles, demonstrating that sustainable design can be both high-quality and visually compelling. Every decision reinforces our commitment to responsible, long-term design solutions.

What suppliers have you worked with for the design?

Bringing this vision to life has been a collaborative effort with key suppliers, including Newmor Wallcoverings, HRH, Panaz, AJ Curtains, Ought2, BoConcept, and E2 Lighting. Each partner was chosen for their ability to deliver exceptional quality and support our design intent for a hospitality-led experience.

Where do you find inspiration for your designs?

Our inspiration comes from the people who use the spaces we create and the experiences we aim to deliver. We draw on cultural trends, natural environments, architecture, art, and the unique character of each location to inform our designs. In hospitality, this means
designing spaces that feel intuitive, memorable, and tailored to the needs of guests, while also enhancing operational efficiency and commercial performance. Every project is an opportunity to blend creativity with strategy, creating environments that leave a lasting impression.

A huge thank you to Lee Birchall for sharing his time and insights with us. We can’t wait to see the Hotel Business Stage come to life at the Independent Hotel Show next week, and to experience first-hand how DV8 Designs has redefined luxury for the hospitality community.