Biophilia beyond the buzzword – OCCA on the subtle art of sensory design

In Kate Mooney’s words, biophilic design is at risk of losing its edge. Much like ‘sustainability’ and ‘wellness’ before it, she urges that the term has been co-opted, diluted and overused to the point of abstraction. Yet, at its core, biophilic design remains an urgent and nuanced philosophy – one that goes far beyond installing a green wall in the lobby or placing a potted fern in every guest suite.

Done well, Kate states that biophilic design subtly immerses guests in an environment that resonates with their primal affinity for nature, engaging them on a sensory level – and maybe even without a single leaf in sight! 

For hoteliers and designers seeking to embed brand presence, create a sense of place, and deliver a true biophilic experience, sensory design holds the key – particularly through sound, scent, and lighting. Kate’s trick to nailing this? Make it emotional rather than visual. 

Branding through the unseen

Luxury hotels have long relied on signature scents to cultivate brand presence – think of the instantly recognisable olfactory identity of The Edition or Shangri-La. But, for Kate, the future of sensory branding extends beyond scent.

Consider the role of ambient sound, she says – the murmuration of distant waves in a coastal retreat, or a faint breeze rustling through digital foliage in an urban sanctuary – less soundtrack and more signature, they are subconscious cues that reinforce a hotel’s ethos. 

Lighting, too, is a powerful yet sometimes underutilised branding tool. More than just adjusting colour temperature, truly integrated lighting design mimics the patterns of natural light – soft, dappled, and evolving throughout the day. The right interplay of shadow and glow can create an almost ineffable brand signature, one that resonates as deeply as a well-chosen typeface or material palette. 

A sense of place without a cliché

Biophilic design is often reduced to token gestures – overused jungle motifs in a city hotel or a clichéd waterfall feature in a spa. The true goal should be to evoke the ecological and cultural narratives of a specific place, without pastiche.  

Take sound, for example. A Tokyo hotel may subtly integrate the distant hum of cicadas in summer, a nod to the city’s seasonal soundscape; a desert retreat in Arizona might weave the whisper of wind through cacti into its ambient audio design. Scent can follow suit – eschewing generic ‘green’ or ‘woody’ fragrances for hyperlocal olfactory cues, such as the mineral tang of rain on dry stone or the resinous warmth of a specific regional pine. Lighting should also respond to geography: the blue-white intensity of Arctic daylight differs drastically from the golden hues of the Mediterranean. Emulating these subtleties in interior lighting schemes can ground a space in its locale without resorting to the literal. 

Though, with the right approach, designers can even flip these clichés on their head – creating unexpected feelings, through sensory touchpoints, in spaces that surprise and delight. 

Biophilia as experience, not aesthetic

True biophilic design is about fostering a physiological and psychological connection with nature – not simply decorating with it. 

Circadian-responsive lighting that shifts from crisp morning coolness to deep amber evenings supports the body’s natural rhythms, improving sleep and well-being. Acoustic treatments that reduce artificial reverberation while amplifying natural tones – such as the crunch of gravel underfoot or the ripple of water – anchor guests in a tactile, sensory world. Scent, applied sparingly and authentically, can tap into deep memory pathways, reinforcing a sense of calm and belonging. 

Rather than commodifying biophilia into yet another design trend, hoteliers and designers should treat it as an invisible thread that subtly stitches together brand identity, locality and guest experience. When done well, guests will simply remember how the space made them feel – rested, restored and deeply connected with the hotel (and the brand).

Beyond aesthetics – the business case for biophilic sensory design 

For hotel developers and operators, investing in a deeper sensory approach to biophilic design has tangible business benefits too. 

A strategic investment in biophilic sensory design offers a clear commercial return for hotel owners and developers by enhancing guest satisfaction, increasing occupancy rates, and driving higher ADR. The data shows that nature-inspired environments lead to longer stays and more positive guest reviews, which in turn fuel word-of-mouth marketing and repeat business.  

Integrating circadian lighting and natural acoustics can reduce energy costs and improve operational efficiency, lowering maintenance expenses. While in an increasingly wellness-conscious market, hotels that embrace biophilic principles as a holistic experience rather than just an aesthetic trend, are better positioned to differentiate themselves, increase brand equity, and maximise long-term profitability. 

Industry leaders – who’s doing it best 

Many hotel groups around the world are embracing biophilic design in multiple ways. Here are Kate’s top three – chosen for their lack of one-off gimmicks and for their deep commitment to a fully integrated approach: 

1 hotels: an innovative leader in immersive biophilic design and branding, where sensory design elements are integral to their sustainable luxury ethos. 

Six Senses: known for their commitment to holistic well-being, integrating scent, sound, and natural textures seamlessly in all their properties. 

Alila Hotels: merging local ecological narratives with subtle, sensory-driven design elements to create deeply rooted guest experiences.

WORDS BY Meghan Taylor