On September 3rd, 2025, we — Olya and Ira Sundukova, co-founders of Sundukovy Sisters Studio — joined the stage at the prestigious Global Hospitality Talk at the Ritz-Carlton, Bangkok.

The day began with an elegant VIP cocktail reception, where the room was filled with the top voices of global hospitality. It was a pleasure to meet and reconnect with Lee Lin, Regional Director at Nobu Hotels; Savitri Ramyarupa, Managing Director at Chatrium Hotels & Resorts; Stephen Luk, VP Global Design APEC at Marriott; Samuel Lim, VP Investment & Asset Management at Shangri-La; Kengyang Tan, VP Architecture, Design & Construction Asia Pacific at Hilton; Kenneth Ha, VP Design & Technical Services Luxury ASPAC at Accor; Earp Siriphatrawan, Owner of Amora Hotels; Nichakul Kulvanich from Dusit International; Rick Evans, CEO of Red Cloud; Zachary Brown from Ennismore; and Simone Bronke, Senior Manager International Projects at TECE.

Designing Desire: The Psychology Behind Memorable Hospitality Experiences

The highlight of the event was our panel talk, “Designing Desire: The Psychology Behind Memorable Hospitality Experiences”.

Alongside Shazad Azam (IDA Global), Clint Nagata (BLINK Design Group), and Julie Lin (Sawyer & Company Design), and guided by moderator Tulsi Grover (Re.vorg), we explored how emotional engagement and thoughtful design can turn hotels, restaurants, resorts, and spas into destinations guests never forget.

For us, hospitality design has never been just about aesthetics.

“We don’t just design interiors — we design emotions. Hospitality is not about decoration, it’s about desire. The real luxury is not what you see, but what you feel — and cannot forget.”

Our Philosophy: Luxury Punk

At Sundukovy Sisters Studio, we call our signature approach Luxury Punk.

“For us, Luxury Punk is Refined Rebellion: harnessing the wild creative energy of breaking convention, but with a trained, sophisticated hand. Yes, we embrace chaos — but the orchestrated kind.”

In the end, we design right in between: all the comfort of luxury, with a spark that inspires, tempts, and provokes, but never disturbs.

Today, luxury is no longer about “forever classics.” It has to be tailored. Millennials and Zoomers are the new high-end audience — and they don’t want their parents’ idea of tradition.

“They want a luxury that feels alive, personal, and unapologetically now.”

Universal Triggers, Local Theatre

Olya: Do you find psychological triggers to be universal (safety, warmth, curiosity) or always cultural/contextual?

They’re universal. But at S+S we don’t just use them, we play with them.

For example, Tomi Bar was born from Milanese street culture. It’s about Negronis — but by night, it’s about mood. You pass the windows and see that soft orange-red glow; it already pulls you in before you even step inside. That’s the pull. That’s how it works.

Because let’s be real: nobody comes just for food or a place to sleep. They come for emotions.
A lobby that sparks a mood.
A spa that undresses your stress.
A restaurant where strangers become friends.
A resort that makes you forget your inbox — and maybe even reconnect with your inner child.

But here’s the twist: nothing is fully universal. Safety and comfort? They’re just the tip of the iceberg. Basic needs. We dig deeper to satisfy your innate desires — the drama, the temptation.
That’s what people are really after, whether it’s Bangkok, Paris, or Dubai.

Manipulation vs. Desire in Design

“I’ve seen resorts choreograph sunsets like Disneyland, spas blasting whale sounds until you want to scream, and restaurants shouting, ‘Now you must be impressed!’ That’s not hospitality — that’s manipulation. And manipulation kills desire.”

“Good design is flirtation. You don’t program emotions, you tempt them. Dim the light, add texture, leave a pause — and the spark happens.”

“Our mantra is simple: don’t design interiors, design foreplay for the senses. Leave room for accidents, for human unpredictability — that’s when the magic happens.”

Technology and Desire

Can technology-driven design still allow culturally authentic, human experiences?

“Tech is backstage. Seduction is on stage.”

Guests don’t crave VR sushi in space. They crave wine by candlelight, wood that creaks underfoot, stone that chills your hand, linen that wrinkles, and a bartender’s smirk that feels like a secret.

Technology is great at adjusting the light, syncing the playlist, and tracking flows. But the addiction? That comes from imperfection, tension, reality.

AR menus, robot waiters, AI logos? Cute — like Instagram filters. Glossy, flat, a little suspicious. Pretty isn’t enough. Desire needs something real.

The deeper we go digital, the more guests crave authenticity: wood that creaks, stone that chills, wine that stains your lips.

Will AI pick your wine or choose the music that matches your heartbeat? Absolutely. It can be a tool. But it will never replace the director of emotions, the creator, the true experience-maker.

“The idea is to be seductive Luxury Punk, not cold-hearted algorithms.”

A Room Full of Ideas and Inspiration

Events like Global Hospitality Talk remind us why we love this industry: the exchange of ideas, the inspiring conversations, and the global community of passionate people shaping the future of hospitality.

We are grateful to Can Faik and Lorraine Jack for curating such a remarkable gathering of leaders, visionaries, and friends.