Insights from The Global Hospitality Talk
All text and imagery courtesy of Graeme Labe, Luxury Frontiers Managing Partner and Chief Design Officer
The Global Hospitality Talk took place in Los Angeles on 29th January 2025. This event brings together leading hoteliers, hotel brands, developers, hospitality designers and architects, market analysts, and premium suppliers to debate and discuss the remarkable opportunities emerging in the global hotel sector. We caught up with Graeme Labe, Managing Partner and Chief Design Officer for Luxury Frontiers, where he shares how ancient building wisdom is shaping the future of luxury travel and hospitality.
Translating and interpreting vernacular architecture
I was privileged to be invited to participate in a panel discussion titled ‘Beyond Green: Exploring the Nuances of Sustainable Hospitality’. I joined an esteemed group of industry leaders, including Sarah Bonsall, Regional Director of Architecture and Design, The Americas, at Six Senses; Nate Cormier, Managing Studio Director at RIOS; Morgan Sykes Jaybush, Director of Hospitality Projects at Omgivning; and moderator Jezzica Lindkrantz, Senior Strategy and Development Director at RVD. During the discussion, I shared my insights on how translating and interpreting vernacular architecture can forge a deep, meaningful connection to place — an idea that lies at the core of the work we do at Luxury Frontiers.
Vernacular architecture isn’t just a nod to tradition — it provides the blueprints to achieve a deeper connection with nature and community that today’s travellers crave. Vernacular design offers a model for sustainable hospitality, underpinned by several key principles.
Power in local materials
At the heart of vernacular design lies a commitment to using local, renewable materials. This not only reduces the carbon footprint associated with transportation but also ensures that structures are in harmony with the surrounding environment. Materials such as wood, bamboo, stone, adobe, and thatch are favoured for their low embodied energy. These materials are often adapted to combine traditional methods with modern technologies.
A perfect example of this approach can be found in our Naviva project — a Four Seasons Resort in Punta Mita, Mexico. There, we adapted traditional adobe structures for the bathroom areas of the resort’s units, with the local construction team applying a cement-based finish. This principle of local materials extends to other key areas, such as the restaurant, arrival pavilion, and spa pods, which reflect the region’s traditional bamboo architecture. By using bamboo, a material abundant in the area, we maintained a truly authentic connection to place.
Connection to place
By drawing on local building traditions, we ensure that structures don’t simply sit on a plot of land; they interact with it. For Puku Ridge in Zambia, the design was inspired by traditional local mud silos. Luxury Frontiers translated the shape and materiality of these structures into the design, featuring Cemcrete cement bag-washed walls that are durable enough to withstand the harsh African climate. We used a thatched roof and rounded forms to mirror the original structures. This fusion of vernacular styles allows us to tell the story of a region while providing an authentic experience for guests.
Green design practice
The Wilderness Usawa Serengeti project is a perfect illustration of how passive design techniques — an integral aspect of vernacular architecture — can lead the way. This roaming tented camp follows the Great Migration, with tents designed to be easily assembled and resilient to the harsh African climate. By drawing inspiration from nomadic architecture, we’ve ensured the tents provide shade, natural ventilation, and comfort, while leaving no lasting footprint on the land. Key features of passive design in similar projects, such as high openings and thermal mass, regulate temperature by harnessing natural forces like wind and solar radiation, ensuring that the experience is both immersive and sustainable.
Looking towards the heart
At its core, vernacular design celebrates and preserves cultural heritage. By embracing local traditions and techniques, we foster cultural sustainability while also creating opportunities for community engagement. This approach supports local economies, encourages knowledge transfer, and strengthens social bonds.
This approach was put into practice with Madwaleni River Lodge in the Babanango Game Reserve, KwaZulu-Natal. We used invasive wattle saplings to construct The Boma, a gathering space inspired by the traditional Zulu hut. The saplings were expertly woven by local artisans into a circular structure, using a craft that has been passed down through generations. Not only does this preserve local cultural practices, but it also supports the local economy by providing jobs for the community
For the Luxury Frontiers team, embracing the vernacular approach isn’t just about designing beautiful resorts — it’s about weaving a meaningful connection to the land, the people, and the culture in every project that they undertake. With this trajectory in motion, we can’t wait to see what’s next.
