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Discover the Social Business Space at Independent Hotel Show Amsterdam. Designed as a flexible, hybrid environment, it offers a place to work, meet, and connect — a calm, considered setting that blurs the lines between business and social interaction, brought to life by Keshia Groenendaal, founder of Studio Bower.
Keshia Groenendaal is an interior architect and founder of Studio Bower, an Amsterdam-based design studio working across hospitality, residential, and workplace projects.
Her approach centres on creating thoughtful, adaptable spaces where functionality and atmosphere come together — designing environments that support connection, efficiency, and a more sustainable way of working.
Designing the Social Business Space
"With the Social Business Space, we wanted to create a moment of calm: a place where visitors can slow down and step away from the surrounding intensity. At the same time, connecting with others is one of the main reasons people attend a fair. Our goal was therefore not only to offer a space to relax, but also to subtly encourage meaningful interaction.
This year’s concept is inspired by the so-called Blue Zones, regions in the world where people tend to live exceptionally long and healthy lives, largely due to lifestyles characterised by physical activity, low stress levels and strong social connections. This idea became the foundation of the design."
Keshia Groenendaal, Studio Bower
The Vision
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