The White Lobby

a new idea of hospitality to revive hotels

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Architecture contests

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25 June 2019

The ideas competition for students and young architects was presented THE WHITE LOBBY. IThe competition sponsored by @federalberghi youth, @La Sapieza, faculty of Architecture, @OICE, intends to promote a different approach to hospitality by making it inclusive and an active part of city life.


Making eco-sustainable architecture means designing and building socially, energetically and financially efficient buildings that have a limited environmental impact on resources and that at the same time improve the healthiness of spaces. Creating virtuous and sustainable properties of this type is today's challenge, a reality with which it is urgent to confront. Starting from January 1, 2021, all newly constructed buildings subject to major renovations will have to comply with certain energy performance requirements, both at a structural level and with regard to plant engineering. This is established by the European Union, which has issued a series of directives (contained in E PBD 31/2010) for the reduction of energy consumption in buildings.
Sustainable architecture is perfectly part of the interventions aimed at achieving these goals. In this context, from the point of view of architecture and design technology, the challenge with sustainability is found in the management of the internal / external relationship, in the durability of the materials, in the management of spaces, in paying great attention to physical resources and '' efficiency of construction processes (life cycle), as well as in the use of tools that reduce the energy-intensive impact on the environment and take care of the health of individuals.


Tourism is a growing global market and one of the most important industries in the beautiful country. Italy with its history, tradition and culture attracts visitors from all over the world. Travelers who come to admire its art, but also to experience that "sweet life" strongly impressed in the collective imagination.

Today's tourist does not want to visit but to experience the places, be immersed in the local traditional culture, meet people and taste the products, preferably organic and locally sourced, from each region.

Deputies to welcome tourists, hotels become, by definition, part of these places. This change has prompted many chains to profoundly transform their offer to meet guest needs and make the visit / vacation memorable. The improvement of accommodation facilities has a fundamental importance and the strength, when successful, to improve the judgment on the whole experience and therefore on the host country and would allow for a deeper and more real connection with travelers.

To carry out these transformations, to immerse the guest in the local culture, the areas of greatest impact are the public areas such as the reception, lobby and bar / restaurant. These become a single multipurpose and multifunctional space that has no limits, totally open to the city

Naturally, this new conception of the hall-lobbies has led to a total rethinking of the entire layout of the hotel, not only for the type of services offered, but also and above all for the spatial characteristics and furnishings.

Initially, hotels called design-hotels or art-hotels were created, often independent, which are the result of a particular attention and reworking of the local tradition and the Grand Hotel, intended for a luxury clientele. In recent times, the transformation has started from low down, from hostels and mid-scale hotels, which have profoundly transformed the common areas.

The lobby has definitively become the living space where furnishings, lights, services create a mix of people, locals who live nearby and visitors who stay in the hotel.

Traditional reception spaces have been transformed. The impression of those entering the facility is no longer that of being registered, but of entering a space that is a "living room", bar or theater also experienced by the local community

L4 with the patronage of Federalberghi Rome, the "Valle Giulia" University of Architecture of Rome and the OICE, promote The White Lobby, a competition of ideas to imagine an experimental space; a Lobby of a hotel that adapts to contemporary needs for the entrance areas of hotels and goes beyond, following a concept that can be social at the same time, declined on the succession of moments of the day equally lived to the full, cross-professional and ideally multifaceted, so to be a transversal container projected towards the outside of the city.

They can participate in the competition:

  • Individuals or groups under 35 at the date of publication.
  • All students enrolled within the 2017/2018 academic year in Architecture, Building Engineering or Interior design.

The registration procedure is computerized only: access

  • enter the registration area and fill in all fields;
  • if the procedure is carried out correctly, the team leader will receive a confirmation email (check in "spam", in case of non-receipt);
  • with the user and password, access the reserved area from the drop-down menu where you can download the files and make the payment;
  • once the payment has been made, it will be possible to upload the documents;
  • once the material has been uploaded you will receive a confirmation email (check in "spam");
  • it is advisable to carry out the procedures in advance of the deadlines


Each proposal must contain:

No. 1 Table A1 (File name: A1_teamID) in pdf format (file size max 10 MB) with any orientation The table must show the genesis of the design idea by:
1. Text
2. Reference images
3. Graphic schemes
4. 3d views (render / sketch / model photo)

Presentation max n. 7 A3 pages (File name: A3_teamID) in formato pdf (dimensione file max 10 MB) con orientamento a piacere. Nelle pagine si dovrà mostrare:
1. General plan in scale 1: 500
2. Significant plants in 1: 200 scale
3. One or more significant sections at 1: 200 scale
4. Activity flow diagram
5. Key materials used
Cover: n. 1 representative image (File name: C_teamID) in .jpg format with dimensions of 1920×1080 pixels (max file size 3 MB)
Please note that all texts must be in English. The competition will take place anonymously, therefore no element attributable to the competitor must be indicated in the documents.

  • 24 June – Presentation to the press
  • 24 June – Registration opens
  • 26 August – Registration closes
  • 2 September – Project delivery deadline
  • 10 September – Jury meeting
  • 10 October – Publication of results

1st Prize
2500 €

2nd Prize
1500 €

3rd Prize
800 €

Read the complete announcement
The White Lobby
Design CompetitionRegistration closes: 26 August 2019

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