The pleasure of being surprised by a bold décor, of encountering art that makes you stop and look twice, of finding yourself in a place that somehow reminds you of what you love to do - and what you are really made of.

Understanding the guest's rhythms rather than simply collecting their preferences. The trekker, the early-morning runner, the writer, the journal keeper, the person following a paleo diet, the person who wants to eat slowly and taste the place through its food and wine. Different people arrive carrying different forms of tiredness.

There is an immense blend of designs, purposes, symbols and a whole narrative to develop. And let's not confuse naming with branding, or graphic representation and logo design with brand construction and values of a company.