rethinking the future of hospitality design
From November 17 to 19, 2026, IFEMA Madrid transforms into a hub of optimistic innovation as interihotel MAD26 returns for its sixteenth edition. Organized by the AMBIT Living Spaces Cluster, the event brings together around 350 exhibiting brands and over 200 international speakers. Under the theme of ‘Creative Rebellion,’ this year’s program directly challenges established hospitality conventions, using radical creativity and material experimentation to spark fresh paradigms for hotels and restaurants worldwide.
the anatomy of a rebellion
Uniting craftsmanship and industry insights, interihotel MAD26 structures its narrative across three dedicated thematic days. Day one, The Inside Rebellion, dives into design identity and human emotion, headlined by Stefan Sagmeister’s presentation No Doom, no Gloom, which blends data visualization with design to champion optimism, alongside discussions with Nini Andrade Silva and Astet Studio. Day two shifts toward The Green Rebellion, where Lyndon Neri and Rossana Hu of Neri&Hu join designer Lucas Muñoz Muñoz, Studio Animal, and Rockwell Group to reframe circularity, environmental responsibility, and wellbeing. On the final day, The Future Rebellion, Michelin-starred chef Dani García leads the discussion on reinventing guest experiences, accompanied by industry disruptors including Luca Pronzato of We Are Ona, Laura Vall of Axel Hotels, and Kike Sarasola of Room Mate Hotels.
concept rooms and material labs explore new guest experiences
Beyond the forum talks, interihotel MAD26 translates theoretical discourse into tangible, spatial experiences. At the core of the floor plan sits the Interiors Living Lab, featuring two full-scale, walk-through physical prototypes. HBA presents The Sensory Explorer Concept Room, an immersive guest room installation inspired by Barceló Hotel Group, while Livit unveils The Social Playful Concept Restaurant, designed for hospitality brand Lamucca.
Specialized interactive hubs further expand the experimental footprint. The Materials Lab showcases sustainable material innovation via AMBIT Cluster and ‘Materialidad adaptable,’ an installation curated by MATTER dissecting six evolving material families. Nearby, Craft Lab — curated by Tachy Mora — highlights contemporary studio ceramics through eight selected makers, while the Xperience Lab offers hands-on interaction with spatial AI co-creation agents, Virtual and Mixed Reality modeling, and industrialized modular building configurations. Extending the event beyond the trade fair bounds, the interi-off satellite program activates Madrid from November 16 to 20 with architectural visits, installations, and evening gatherings across the city.
Admission to interihotel MAD26 is reserved exclusively for industry professionals, including hoteliers, restaurateurs, architects, interior designers, and real estate developers. To join the event and secure your professional accreditation pass, register directly on the official interihotel website.
specialized interactive hubs further expand the experimental footprint
project info:
name: interihotel MAD26 — Creative Rebellion
event dates: November 17–19, 2026
location: IFEMA Madrid (Halls 1 and 3), Madrid, Spain
organizer: AMBIT Living Spaces Cluster
keynote speakers & participants: Stefan Sagmeister, Neri&Hu (Lyndon Neri & Rossana Hu), Dani García, Lucas Muñoz Muñoz, Nini Andrade Silva, Studio Animal, Rockwell Group, Astet Studio, We Are Ona (Luca Pronzato), Axel Hotels (Laura Vall), Room Mate Hotels (Kike Sarasola)
experimental concept rooms: Sensory Explorer by HBA (for Barceló Hotel Group); Social Playful Concept Restaurant by Livit (for Lamucca)
curators & partners: MATTER (Materialidad adaptable), Tachy Mora (Craft Lab)
satellite program: interi-off (November 16–20, 2026, citywide Madrid)
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