Otencia is a boutique hotel concept designed to reimagine the spiritual travel experience in Al Madina. With over 2.5 million Muslims visiting Makkah and Madina annually, the need for a hospitality offering that reflects cultural depth, spiritual comfort, and modern standards became critical.
Commissioned by AMAC Invest, Blue Hat led the innovation, service design, and branding strategy for Otencia — transforming an outdated hotel into a culturally-rooted, experience-led destination for today’s mindful travelers. The challenge was not just aesthetic: we conducted in-depth ethnographic research, spatial audits, and mystery shopper journeys to identify frustrations, gaps, and missed emotional touchpoints.
Drawing inspiration from the architectural heritage of Al Madina — from the mosque ceilings to arched doorways, mashrabiya screens, and Hijazi textures — we built a holistic brand experience. The identity, tone, and interior visual language blend authenticity with contemporary design, anchoring the guest journey in reflection, beauty, and belonging.
The branding was brought to life through signage systems, guest communication touchpoints, and an educational booklet titled “10 Things About Al Madina.” From wayfinding to print, every element was thoughtfully crafted to echo the city’s soul.
Developed and rendered based on our strategy by Accent DG, the spatial design immerses guests in a sensory journey that mirrors the local culture while delivering modern-day comfort.
Otencia is more than a hotel — it is a pause in the pilgrimage, a bridge between past and present, and a refined hospitality experience that earned a Gold Prize at the Muse Creative Awards for its strategic design impact.
CREDIT
- Agency/Creative: Blue Hat Design and Innovation Consultancy
- Article Title: Otencia Boutique Hotel: Redesigning Religious Hospitality for the Modern-Day Traveler by Blue Hat Design and Innovation Consultancy
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United Arab Emirates
- Agency/Creative City: Dubai
- Market Region: Middle East
- Project Deliverables: Brand Design, Brand Experience, Brand Guidelines, Brand Identity, Brand Redesign, Brand Rejuvenation, Brand Strategy, Brand Tone of Voice, Branding
- Industry: Hospitality
- Keywords: Otencia, Boutique Hotel, Hospitality Design, Brand Experience, Service Design, Religious Tourism, Pilgrimage Travel, Al Madina, Cultural Branding, Islamic Architecture, Heritage-Inspired Branding, Hotel Rebranding, Guest Experience Design, Ethnographic Research, Spatial Design, Muslim Travelers, Saudi Arabia, Hotel Identity, Sacred Travel, Spiritual Hospitality, UX Audit, Innovation in Hospitality, Destination Branding, Middle East Hotels, Accent DG, AMAC Invest, Experiential Branding, Hospitality Strategy
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Credits:
Co-Founder | Managing Director: Sami Hmaidan
Co-Founder - Innovation Director: Judy Maamari
Elif Tau015f: Lead Strategist
Lynn Tayarra: Researcher & Strategist
Hayat Sheikh: Head of Design
Severine Haykel: Design Team Lead
Elie Abs: Co-founder - Principal Architect
