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The Jul/August issue of Frame investigates how hotels have become the ultimate touchpoint for businesses looking to truly immerse their customers in their brand world. By presenting the latest manifestations of branded hospitality from the likes of Shinol Objects VR goes through an adoption procedure. Designers consult algorithms. Materials experience a retro revival. Google learns from biometrics. Discover new directions in the world of products. The Challenge: Extreme Experiences In the lead-up to each issue, Frame challenges emerging designers to answer a topical question with a future-forward concept. Luxury hospitality experiences are the new collectors' items. And the less accessible they are, the more aspirational they become. AccorHotels has launched Flying Nest: self-sufficient containers ready to be shipped to every place imaginable. Diners are submerged beneath the sea at Under, Snøhetta's much-publicized restaurant on the southernmost tip of Norway's rugged coastline. Where to from here? How extreme can we go? We asked five designers to get creative. Portraits Sophie Hicks returns home. David Rockwell makes performance artchitecture. Daylab designs for digital natives. Guillermo Santomà lets materials do the talking. Meet the people. Get their perspectives. Spaces Five strategies for a successful Milan Design Week show. McDonald's quits clowning around. Multi-brand stores take a multifaceted approach. Step inside the great indoors. Frame Lab: Hospitality While branded hospitality is not quite a new concept, it certainly is attracting renewed attention. This cross-sector play has an unparalleled ability to immerse consumers in a brand world and keep them there for an extended period of time. In an era that sees retailers competing, above all else, to hold their customers' attention, hospitality is proving a very powerful tool. But how do you successfully translate your offer, and your visual language, to this unexpected context? Here we chart the trajectory of this phenomenon, from its beginnings in the luxury and homeware sectors to the growing list of out-of-category brands adopting the model. Reports: Hospitality From lobby to suite to bathroom: how manufacturers are impacting every aspect of the hospitality experience.