Luxury Frontiers, a pioneering design firm, specializes in alternative architecture and interior design for the immersive eco-tourism market. Founded by Luca Franco and Graeme Labe in 2011, Luxury Frontiers is the birthchild of shared passion for experiential and adventure travel. Based in Johannesburg, Luxury Frontiers’ ethos is rooted in biophilic, nature-centric, and sustainable design principles, manifesting in alternative construction methodologies.
The team of over 55 radical thinkers, passionate about contextual design and experienced in travel and hospitality. This highly motivated team has been the driving force behind Luxury Frontiers' success, propelling it to become a world leader in immersive hospitality design, with projects spanning across six continents.
The firm embodies a holistic sustainable design approach, where physical, historical, social and cultural layers of each context inform everything from the scripting of the guest narrative to the material selection, construction methodology, and product specifications. As advocates for sustainable tourism, Luxury Frontiers guide their clients on socially and environmentally responsible practices across the architecture, interior design, procurement, infrastructure, and operations. Luxury Frontiers honours the individuality of each site, creating contextually responsive designs encouraging nature-centric guest experiences. The design studio looks toward alternative building methodologies to create authenticity, texture, and patina in their designs. Canvas, rammed earth, bamboo, reclaimed timber, and 3D printing technology are just a some of the materials Luxury Frontiers have experimented with.
As thought-leaders in immersive hospitality design, Luxury Frontiers has been recognised by many prestigious design awards, including the Hospitality Design Award for Best Resort and the AHEAD Americas Awards, most recently in 2023. A further two of their projects earned recognition at the Architectural Digest 2023 Hotel Design Awards. The firm was also honoured with the Radical Innovation Award in 2020 and 2023 and were acclaimed finalists in three categories at the World Architecture Festival in 2023.
