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The phenomenon of mass travel has gradually resulted in the standardisation of hospitality: the hotel system has come up with an abstract set of different ratings to replace the idea of travel as a way of experiencing a place or as a narrative structure. Rather than describing a place's architecture, the 1-5 star rating system is more a means of ensuring travellers do not feel lost. Meanwhile other means have gradually appeared to oppose this sense of loss with a feeling of belonging: art hotels, boutique hotels, design hotels and even fashion hotels (the latest facility for the proper traveller) are another means of catering for the latest phenomena of democratisation or elitism altering the system through second-degree transformations: brand extensions, compliance with the furniture magazine culture, boom in the contemporary art market. Matteo Thun & Partners' approach to designing hospitality facilities is guided by a strategy for interpreting and transforming this scene.

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