Studio Seed draws rebellious card for Moxy Hotel

Behind the rebellious character of the brand-new Antwerp Moxy Hotel is Frederic Van Hoecke, designer director at Studio Seed. "Making a client's DNA tangible in a space, with authentic design choices and a focus on experiences: that's how I make a difference," he confides to us. He translated his experience in large agencies, designing for events and retail, and his personal connection with the city into a rock-'n-roll design that will surprise Antwerpers and tourists alike. 

Anyone who steps into Moxy Hotel is immediately taken into the story of a creative, industrial city. Guests cannot be mistaken: they are in Antwerp. With bespoke furniture, design classics and well-chosen artwork, Moxy tells of a city of fashion designers, dockers and entrepreneurs. "Moxy Hotels is part of the Marriott group and stands for Marriott of the X Y Generation," explains designer director Frederic Van Hoecke. "Although the concept appears to be popular with all ages. What I personally find interesting about it is that the hotels always differ from one city to another. There is a basic style that is played with. Where other hotels are interchangeable regardless of their location, here there is room for authenticity."

International experience

We speak to Frederic from an unfinished hotel. Moxy Antwerp is scheduled to open at the turn of the year. With Studio Seed, he is besotted in designing for hotels, but also for retail, offices and restaurants. "After working for a large agency and doing many international projects, I started my own studio in 2008. Thus, I now approach designs more artistically and personally. Clients find with us the experience of big offices and the flexibility of a personal agency. By working with a scalable team, I adapt my style and staff to each project," Frederic explains.

Rest and meeting

For Moxy, Studio Seed designed both the public areas and guest rooms. The rooms are practical and exude serenity through the use of soft lighting and neutral colours. In turn, the public areas invite contact. Frederic: "Moxy wants to be a meeting place where not only tourists but also locals visit, and both worlds merge. It is an ode to creativity. With the interior, we want to encourage guests to experience the public space as a part of the city." 

Customised artwork

The entrance hall is divided into several zones. For instance, the reception and bar are merged into The Welcome. In that zone, a large chandelier in the shape of a skirt - a nod to Antwerp fashion - and a leather custom-made chair attract attention. In The Library, you sit quietly to work, read or meet people. The Lounge attracts glances with a sofa in an organic shape. Frederic: "We chose striking artwork tailored to this hotel. Think light walls, neon slogans and posters. We combine this with some design classics that guests are sure to recognise. As a guest, you feel that the picture is right and at the same time we were able to keep the budget under control this way. We are also known for this: creating maximum impact within the available resources."