Designing the Spirit of Georgian Hospitality

I led the UX and UI design for Samzeo, a boutique hotel network offering authentic, regionally inspired experiences across Georgia. The challenge was to bring five distinct destinations—Kvareli, Sighnaghi, Batumi, Abastumani, and Tusheti—into a single, cohesive digital experience that still celebrated the local identity of each location.

Through careful research, visual exploration, and narrative structure, I crafted a design system that balances consistency with individuality. Each hotel page carries its own cultural rhythm and emotional tone, while remaining part of a unified visual and brand experience.

From intuitive user journeys to immersive image storytelling, the interface invites visitors to explore Georgia not just as travelers, but as guests stepping into a soulful, curated experience.

This project reflects how design can translate place, culture, and memory into digital form—turning browsing into belonging.

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