# Earthy Tonal Tranquil Lounges Cloud and Sabine Marcelis Create a Lounge Promoting AlUla By Amy Duong | Published 2024-04-20 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/alula References: [dezeen](https://www.dezeen.com/2024/04/19/cloud-sabine-marcelis-alula-lounge-milan/)  Dutch architecture firm [Cloud](https://www.trendhunter.com/trends/cloud-tables1) works together with designer Sabine Marcelis to create a scenographic ambiance for a lounge that promotes [AlUla](https://www.trendhunter.com/trends/life-of-forms). The team joins creative forces to highlight AlUla's design and culture during Milan Design Week. The lounge is located in Milan's Brear neighborhood within a library where the main space is met with a large seating area and table right in the middle made by French design firm [Hall Haus](https://www.trendhunter.com/trends/moynat-trunk-haus). Marcelis speaks to Dezeen about the ambiance that the team aimed to create. She states, "We've tried to transform this space into something that does justice to the [residency] projects but also gives you a feeling of what AlUla is like. What's nice for the designers in residency was that they got into the local culture." Image Credit: Design Space AlUla 2024 ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 79% | Activity: 40% | Freshness: 23% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) ## Key Themes ### Why This Trend Is Growing - **Cultural Promotion Design:** Creating lounges that showcase and promote cultural heritage through design collaborations. - **Scenographic Atmosphere Development:** Crafting immersive and atmospheric environments to enhance brand experiences and storytelling. - **Local Culture Integration:** Incorporating elements of local cultures into design projects to create authentic and meaningful spaces. ### Industries Being Reshaped - **Architecture & Design:** Opportunities for architecture and design firms to collaborate on projects that enhance cultural narratives and experiences. - **Hospitality & Tourism:** Potential for hotels and tourist destinations to create unique spaces that celebrate local heritage and engage with guests on a deeper level. - **Event Planning & Marketing:** Utilizing immersive environments and cultural integration in events to create memorable and impactful experiences for attendees. ## Related on Trend Hunter - [Immersive Living Room Concepts](https://www.trendhunter.com/trends/immersive-living-room.md) - [Futuristic Rooftop Seating](https://www.trendhunter.com/trends/ls24-lounge-system.md) - [Blue-Toned Restaurant Lounges](https://www.trendhunter.com/trends/agli-amici-1887.md) - [Social Interaction-Inspired Chair Designs](https://www.trendhunter.com/trends/seating-designs.md) - [Celestial Lounge Spaces](https://www.trendhunter.com/trends/venus-lounge.md) - [Material-Accented Dreamscape Exhibits](https://www.trendhunter.com/trends/dreamscape-exhibit.md) - [Calming Third-Floor Italian Apartments](https://www.trendhunter.com/trends/milan-apartment.md) - [Cushioned Relaxing Lounge Chairs](https://www.trendhunter.com/trends/calma-lounge.md) - [Immersive Crystal Installations](https://www.trendhunter.com/trends/immersive-crystal-installation.md)