Hospitality Design - July 2018 - 132

joyce urbanus
and dax roll
Cofounders, Nicemakers
Amsterdam
If you're from Amsterdam, design is inevitably and
predictably in your blood. That was the case for Joyce
Urbanus and Dax Roll at least. "I thought I would have a
creative profession," Roll says, while Urbanus, even as a child
who could "barely spell interior architect," knew "it was my
one and only dream," she remembers. It was certainly fated.
They both helped their families redecorate their homes, with
Roll joining his mom in painting the house and Urbanus
transforming her room every few years. "My mom gave me
the freedom to experiment with colors and fabrics," she adds.
One day, not long after they met and fell in love, "we
passed by a flea market where Joyce was hunting for
treasures, and we found that we saw the same things for the
same projects," Roll notes. "That's the moment where we
decided to work together." Not long after, in 2011, they founded
Nicemakers, combining Urbanus' interiors experience with
Roll's background in fashion, production, and sales.
SLA, a salad bar concept in Amsterdam, put the now
10-person firm on the map, leading to their most well-known
project to date, the guestrooms of the Hoxton Amsterdam-a
bespoke property that comprises five historic canal houses
and 111 rooms (divided into 50 different room types) that offer
a cozy, midcentury take on a historic building. "It was our
first big hotel project, it was a huge challenge, and we gave it
everything we had," says Roll.
Every project, Urbanus points out, "is interesting in its
own way." Take a residential project in Maastricht in the
south of Holland, where the duo transitioned a 1960s-era,
Brutalist-style building into the modern era with concrete,
marble, and wood finishes. "We designed every single detail
and collected rare vintage furniture pieces from all over the
world," notes Roll. Soon to come is the boutique 46-key Vondel
Hotel on Rozenstraat in Amsterdam (among other locations
of the brand), where the duo will restore another historic
building to its former glory.
Ultimately, the twosome thrives on creating spaces that
people could only dream of, Urbanus explains, by using their
signature mix of natural materials, lush fabrics, rich colors,
and vintage pieces. "Seeing those people living in it, and [how]
it fits perfectly," she says, is the ultimate reward.

132

July 2018 hospitalitydesign.com


http://www.hospitalitydesign.com

Hospitality Design - July 2018

Table of Contents for the Digital Edition of Hospitality Design - July 2018

Hospitality Design - July 2018
Contents
Online TOC
From the Editor
HD Siteseeing
HD Awards
Perspectives
Sketchbook
Inspiration: Inside Out
Trends: Fast Casual
Interview: Alexandra and Anthony Champalimaud
5 Questions for Patrick Denihan
Products
Profile: Gabriel Scott
Lighting
Seating
Bath
Flooring
HD Expo Recap
From the Show Director
People
IIDA/HD Product Design Competition Awards
Conference Highlights
Wave of the Future
Martin Ablaza
Curioso
Nicemakers
Brittney Hart
One Plus Partnership
Studio MAI
Pure Genius
The Tastemakers: Daniel Humm + Will Guidara
The Preservationists: ASH NYC
The Curators: Space Copenhagen
The Maverick: Raul Leal
The Storyteller: André Fu
The Free Spirit: Magdalena Sartori
The Veterans: EDG
The Master of Luxury: Pierre-Yves Rochon
The King of Clubs: Nick McCabe
The New Kids on the Block: Bowler James Brindley
Ad Index
Back Space: Kate Rohrer
Hospitality Design - July 2018 - Intro
Hospitality Design - July 2018 - Hospitality Design - July 2018
Hospitality Design - July 2018 - Cover2
Hospitality Design - July 2018 - 1
Hospitality Design - July 2018 - 2
Hospitality Design - July 2018 - 3
Hospitality Design - July 2018 - 4
Hospitality Design - July 2018 - 5
Hospitality Design - July 2018 - 6
Hospitality Design - July 2018 - 7
Hospitality Design - July 2018 - 8
Hospitality Design - July 2018 - Contents
Hospitality Design - July 2018 - 10
Hospitality Design - July 2018 - 11
Hospitality Design - July 2018 - 12
Hospitality Design - July 2018 - Online TOC
Hospitality Design - July 2018 - 14
Hospitality Design - July 2018 - 15
Hospitality Design - July 2018 - 16
Hospitality Design - July 2018 - 17
Hospitality Design - July 2018 - From the Editor
Hospitality Design - July 2018 - 19
Hospitality Design - July 2018 - 20
Hospitality Design - July 2018 - 21
Hospitality Design - July 2018 - 22
Hospitality Design - July 2018 - 23
Hospitality Design - July 2018 - HD Siteseeing
Hospitality Design - July 2018 - 25
Hospitality Design - July 2018 - 26
Hospitality Design - July 2018 - 27
Hospitality Design - July 2018 - HD Awards
Hospitality Design - July 2018 - 29
Hospitality Design - July 2018 - 30
Hospitality Design - July 2018 - 31
Hospitality Design - July 2018 - 32
Hospitality Design - July 2018 - 33
Hospitality Design - July 2018 - 34
Hospitality Design - July 2018 - 35
Hospitality Design - July 2018 - 36
Hospitality Design - July 2018 - Perspectives
Hospitality Design - July 2018 - 38
Hospitality Design - July 2018 - 39
Hospitality Design - July 2018 - 40
Hospitality Design - July 2018 - Sketchbook
Hospitality Design - July 2018 - 42
Hospitality Design - July 2018 - 43
Hospitality Design - July 2018 - 44
Hospitality Design - July 2018 - 45
Hospitality Design - July 2018 - 46
Hospitality Design - July 2018 - 47
Hospitality Design - July 2018 - 48
Hospitality Design - July 2018 - Inspiration: Inside Out
Hospitality Design - July 2018 - 50
Hospitality Design - July 2018 - 51
Hospitality Design - July 2018 - 52
Hospitality Design - July 2018 - 53
Hospitality Design - July 2018 - 54
Hospitality Design - July 2018 - Trends: Fast Casual
Hospitality Design - July 2018 - 56
Hospitality Design - July 2018 - 57
Hospitality Design - July 2018 - 58
Hospitality Design - July 2018 - 59
Hospitality Design - July 2018 - 60
Hospitality Design - July 2018 - Interview: Alexandra and Anthony Champalimaud
Hospitality Design - July 2018 - 62
Hospitality Design - July 2018 - 63
Hospitality Design - July 2018 - 64
Hospitality Design - July 2018 - 65
Hospitality Design - July 2018 - 66
Hospitality Design - July 2018 - 67
Hospitality Design - July 2018 - 5 Questions for Patrick Denihan
Hospitality Design - July 2018 - 69
Hospitality Design - July 2018 - 70
Hospitality Design - July 2018 - 71
Hospitality Design - July 2018 - 72
Hospitality Design - July 2018 - Products
Hospitality Design - July 2018 - 74
Hospitality Design - July 2018 - 75
Hospitality Design - July 2018 - 76
Hospitality Design - July 2018 - Profile: Gabriel Scott
Hospitality Design - July 2018 - 78
Hospitality Design - July 2018 - 79
Hospitality Design - July 2018 - 80
Hospitality Design - July 2018 - Lighting
Hospitality Design - July 2018 - 82
Hospitality Design - July 2018 - 83
Hospitality Design - July 2018 - 84
Hospitality Design - July 2018 - Seating
Hospitality Design - July 2018 - 86
Hospitality Design - July 2018 - 87
Hospitality Design - July 2018 - 88
Hospitality Design - July 2018 - 89
Hospitality Design - July 2018 - 90
Hospitality Design - July 2018 - 91
Hospitality Design - July 2018 - 92
Hospitality Design - July 2018 - Bath
Hospitality Design - July 2018 - 94
Hospitality Design - July 2018 - 95
Hospitality Design - July 2018 - 96
Hospitality Design - July 2018 - 97
Hospitality Design - July 2018 - 98
Hospitality Design - July 2018 - Flooring
Hospitality Design - July 2018 - 100
Hospitality Design - July 2018 - 101
Hospitality Design - July 2018 - 102
Hospitality Design - July 2018 - HD Expo Recap
Hospitality Design - July 2018 - From the Show Director
Hospitality Design - July 2018 - 105
Hospitality Design - July 2018 - 106
Hospitality Design - July 2018 - People
Hospitality Design - July 2018 - 108
Hospitality Design - July 2018 - 109
Hospitality Design - July 2018 - 110
Hospitality Design - July 2018 - IIDA/HD Product Design Competition Awards
Hospitality Design - July 2018 - 112
Hospitality Design - July 2018 - 113
Hospitality Design - July 2018 - 114
Hospitality Design - July 2018 - 115
Hospitality Design - July 2018 - 116
Hospitality Design - July 2018 - 117
Hospitality Design - July 2018 - 118
Hospitality Design - July 2018 - Conference Highlights
Hospitality Design - July 2018 - 120
Hospitality Design - July 2018 - 121
Hospitality Design - July 2018 - 122
Hospitality Design - July 2018 - 123
Hospitality Design - July 2018 - 124
Hospitality Design - July 2018 - 125
Hospitality Design - July 2018 - 126
Hospitality Design - July 2018 - Wave of the Future
Hospitality Design - July 2018 - Martin Ablaza
Hospitality Design - July 2018 - 129
Hospitality Design - July 2018 - Curioso
Hospitality Design - July 2018 - 131
Hospitality Design - July 2018 - Nicemakers
Hospitality Design - July 2018 - 133
Hospitality Design - July 2018 - Brittney Hart
Hospitality Design - July 2018 - 135
Hospitality Design - July 2018 - One Plus Partnership
Hospitality Design - July 2018 - 137
Hospitality Design - July 2018 - Studio MAI
Hospitality Design - July 2018 - 139
Hospitality Design - July 2018 - 140
Hospitality Design - July 2018 - Pure Genius
Hospitality Design - July 2018 - The Tastemakers: Daniel Humm + Will Guidara
Hospitality Design - July 2018 - 143
Hospitality Design - July 2018 - The Preservationists: ASH NYC
Hospitality Design - July 2018 - 145
Hospitality Design - July 2018 - The Curators: Space Copenhagen
Hospitality Design - July 2018 - 147
Hospitality Design - July 2018 - The Maverick: Raul Leal
Hospitality Design - July 2018 - 149
Hospitality Design - July 2018 - The Storyteller: André Fu
Hospitality Design - July 2018 - 151
Hospitality Design - July 2018 - The Free Spirit: Magdalena Sartori
Hospitality Design - July 2018 - 153
Hospitality Design - July 2018 - The Veterans: EDG
Hospitality Design - July 2018 - 155
Hospitality Design - July 2018 - The Master of Luxury: Pierre-Yves Rochon
Hospitality Design - July 2018 - 157
Hospitality Design - July 2018 - The King of Clubs: Nick McCabe
Hospitality Design - July 2018 - 159
Hospitality Design - July 2018 - The New Kids on the Block: Bowler James Brindley
Hospitality Design - July 2018 - 161
Hospitality Design - July 2018 - 162
Hospitality Design - July 2018 - 163
Hospitality Design - July 2018 - 164
Hospitality Design - July 2018 - 165
Hospitality Design - July 2018 - Ad Index
Hospitality Design - July 2018 - 167
Hospitality Design - July 2018 - Back Space: Kate Rohrer
Hospitality Design - July 2018 - Cover3
Hospitality Design - July 2018 - Cover4
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