As the world’s first imaginary hotel souvenir shop, Hôtel Magique is curated with artwork, ceramics, stationery, and accessories designed to recreate holiday joy at home. Owner and creative director Milou Neelen talks the art of travel, and the inspiration behind her own brand of ‘magique’.
In 2016, Dutch artist, illustrator, and avid traveller Neelen launched Hôtel Magique with the dream of transporting fellow aesthetes into an out-of-office state of mind through a unique collection of beautiful travel-inspired objects. Now — eight years, numerous creative collaborations, and all manner of magical make-believe souvenirs later — the brand is just about to launch a second edition of its sell-out art book, The Pleasure of Leisure. As we sneak a peek inside Neelen’s newly-decorated Bali home, she also hints at a real, bricks-and-mortar boutique hotel on her drawing board…
Define the Hôtel Magique aesthetic in three words.
Art, nature, and leisure.
Where do you find creative inspiration?
Actually, art, nature, and leisure are some of the main sources of inspiration that help me to find the headspace to dream and visualise. I like to wander around with an empty agenda, travel, and visit inspiring artisans and places. When I am designing, I start by envisioning a physical Hôtel Magique in an imaginary destination — where it’s located, and what every space looks and feels like. This helps me decide on colour palettes, shapes, patterns, wording, and the entire aesthetic of a collection.
I also love a well-curated museum boutique and hotel souvenir shop. I always have the urge to visit the shops first, because it’s fun to see how they turned an exhibition into a collection that’s available to the public.
Describe your dream hotel.
A lush, tropical destination, dripping in beautifully curated art. A place where you feel inspired upon arrival, welcome from the moment you enter, and at home as soon as you check in. Somewhere the love for art, design, and nature is obvious yet timeless. Lots of nooks for relaxation and reading, with private pools to plunge in. Thoughtfully selected music, colourful ceramics, and art-inspired drinks are on the menu. Also it’s surrounded by swathes of greenery, where you can go exploring on foot for hours on end.
How can we create a sense of escapism in the everyday?
We have plans for a physical, bricks-and-mortar Hôtel Magique in the works, but for now, we welcome guests to the online shop of this imaginary hotel. With our collections of art and hotel souvenirs — reminders of memorable travels, favourite hotel stays, or bucket-list trips — you can create your own Hôtel Magique at home.
Your favourite Hôtel Magique designs?
Because the process is so fun and inspiring, I adore all the art and products that we have created together with other artists. I love to be surprised and see another artist’s take on our brand, either directly from the artist or after some ‘magique’ input.
To name a few: art prints Ocean Magique and Tidal Treasure by Kit Lintin, the range of Fleur Magique art prints by collage artist Louisa Dunn, and unique ceramics pieces that Di Lunedi handmade for us. Naturally, it’s always special to see my own designs come to life too.
In The Pleasure of Leisure book, curated with my dear friend and photographer Anna Pihan, I designed all the illustrations inspired by Anna’s travels, such as the lighting collection with Palais which drew on long summer holidays in the Italian fishing village of Portofino, where we played around with lampshades as a canvas. Also, all of our collaborations with Tombolo — the New York-based masters of ‘inactivewear’ — always began with such fun creative briefs for me to design for.
Out of our art prints, the Magique Blue print is my favourite. The strong lines, perfect blue hues, and ocean views remind me of my daily morning routine — which I could not live without.
What does ‘the pleasure of leisure’ mean to you?
An important reminder to take it slow and enjoy your downtime. To wander. To dream. It’s an idea that I start my day with first thing in the morning; I take my dogs to the beach and soak up the sound of the ocean.
Any favourite souvenirs from your travels?
Many years ago, when I still lived in Amsterdam, I found an illustration of the Statue of Liberty that I always regretted I didn’t purchase at the famous Westerstraat Monday morning market, and looked for in vain many times afterwards. However, during my last trip to Europe and Amsterdam, I visited the market and recognised the stall owner — and somehow managed to find the print again! Not only do I love the drawing technique, but New York is one of my favourite cities in the world — the Big Apple has since inspired our apple-heart logo.
Where do you feel most at home?
In Bali, with my husband and our four Balinese rescue dogs. During the pandemic, we were stuck in the Netherlands for eight months. I had never been homesick until that time, and it became crystal clear to me that Bali feels most like home for now.
How have your travels influenced your personal sense of style?
A few months ago, we moved into our own ‘House of Magique’, which I took great pleasure in designing. It was interesting to see how my travels have influenced my sense of interior style, adding in Mediterranean features, Japanese lines and hidden nooks, New York City vibes with art by Keith Haring — and of course, tropical details. For instance, the bamboo kitchen chairs I designed were inspired by American director chairs.
Any exciting projects in the pipeline?
Endless ‘magique’ lies ahead, but the biggest dream come true would be to welcome artists and guests into our physical Hôtel Magique. To be continued!
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