Sidestreet Hotel


Concept design





Hotel that acts as a city within the city

The Sidestreet Hotel is a creative concept and design for a hotel serving business travellers staying in Zagreb for an average of 2 to 3 days. The background story and hotel amenities stem from the location and purpose of the building. Although located on Radnička Street in Zagreb, in the very heart of the emerging business district, the hotel is slightly out of sight and hidden from passers-by.

The location and its advantages were used as the basis for the strategic positioning of the future hotel, as the best and most authentic experiences are often found on side streets and away from the crowd, hence the concept’s name the Sidestreet Hotel.

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The main features of the Sidestreet Hotel are the amenities that cater for young business travellers who want a high level of comfort and excitement, while also being able to focus on work and conduct meetings.

It is a workplace from 9-5 and an exciting after-work venue from 5-9, with a sophisticated cocktail bar, gym, shops, tailor-made events and the like. The hotel offers a city within the city, a self-sufficient space different from a typical downtown hotel, whose main value lies in its location.

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We developed three main types of hotel rooms – mind, body and spirit – each offering different amenities and atmosphere for different profiles of visitors and their specific needs. Public spaces on the other hand are inclusive, creative, and cosmopolitan, with details telling stories about Zagreb and giving the space a local touch.

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Damjan Geber (Creative Director)

Ivana Validžić (Project and Strategy Manager)

Jelena Babić (Architect)

Dominik Cergna (Product Designer)


Bruketa&Žinić&Grey (Positioning Strategy)