Zzz Dreamscape Hotel

A staircase illuminated by red lighting descends, with a smooth black handrail guiding the way.

Opportunity and Concept

Theatrical Inspiration

Zzz Dreamscape Hotel, Stockholm’s first underground, windowless hotel, offered a unique opportunity for Blink to create a truly extraordinary hotel experience.Inspired by Alice in Wonderland, the hotel design was conceptualised to be anything but conventional. Blink's vision aimed to stimulate all the senses with a bold, eclectic style that made Zzz Dreamscape stand out from the impersonal feel of typical cabin-style hotels.The challenge was to transform a once non-commercial basement space into an unforgettable destination. With no on-site staff and no windows, the hotel had to exude warmth and character, while providing guests with a tranquil, serene atmosphere. The result was a minimalist design with maximalist features that invited guests to immerse themselves in the best of Stockholm.

How Zzz Dreamscape Hotel Presents Itself

“We are unique. There is no staff on-site. There are no windows—just a serene and tranquil atmosphere. Minimalist rooms with a maximalist design ensure you're ready to experience the best Stockholm has to offer. Each room is furnished with exceptionally comfortable beds. Hi-tech safety and security features surround you as you relax in the city's best location. You check in, open doors, and control all amenities through our app, accessible via your smartphone. The hotel looks different because we are different…”
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Key Concept Features

Inspired by Alice in Wonderland:

The hotel plays with the boundaries between reality and imagination, creating a one-of-a-kind customer experience that stimulates the senses through visual, auditory, and light effects.

Guests enter their own world, surrounded by stunning lighting effects, optical illusions, custom-designed soundscapes, and projected visuals (e.g., flying birds and texts).

All furniture is custom-made, right down to specially designed hangers, to contribute to the distinctive look and feel of the hotel.

Result and Impact

Zzz Dreamscape became a top-rated destination for business traveler's and tourists alike, garnering exceptional reviews such as: "10/10: an outstanding experience, perfect if you are on a work trip"– Verified guest review on Hotels.com.

Discover How

Blink Achieved This Transformation by:

Blink repurposed an old, unused basement, digging out the floor to increase ceiling height and carefully configuring the space to accommodate 17 queen-sized rooms.
Design and Branding: Created the visual identity including the logo, color scheme, and typography.
Digital Experience: Designed the entire digital customer experience—from the website and booking platform to the app-based check-in process.
Interior Design: Crafted interiors for rooms and corridors, ensuring high-quality design despite the compact space.
Visual & Sound Effects: Developed custom visual projections and soundscapes to create an immersive, sensory-rich environment.
Lighting Design: Tailored lighting was designed to enhance the surreal, dreamy atmosphere of the hotel.
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The Bold Vision

Blink’s mission was to create a hotel experience unlike any other. By delivering an entirely automated, app-controlled hotel that still managed to feel personal and welcoming, Zzz Dreamscape catered to solo business traveler's and tourists seeking a unique stay in Stockholm. This underground hotel became known for offering top-quality experiences at budget prices, all while providing complete soundproofing and the ultimate escape from sunlight.