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Milica Puricelli
Founder, Puricelli Design, London, UK
Milica Puricelli is the founder of Puricelli Design Studio and an architect, hospitality concept strategist, and designer specialising in luxury hotels, resorts, wellness destinations, and high-end residential projects across Europe, Balkan region, Mexico, Southeast Asia etc.
With an international background spanning architecture, interior design, hospitality strategy, and concept development, Milica brings a multidisciplinary perspective to the future of resort and hospitality design. Having worked on luxury 4- and 5-star hotel projects internationally - from large-scale hospitality developments to bespoke private residences - her expertise extends beyond aesthetics into understanding how successful destinations are conceived, experienced, operated, and emotionally remembered.
Her work focuses on creating hospitality concepts with identity, purpose, and long-term value - projects that move beyond “just hotels” into meaningful destinations that people emotionally connect with. In recent years, her research and creative direction have explored the future of wellness hospitality, holistic spa concepts, membership club culture, sensory-led environments, and purpose-driven resort master planning designed to attract international guests through experience, wellbeing, and cultural authenticity.
Alongside her design practice, Milica has written and published articles exploring the evolution of hospitality, luxury travel, spa culture, membership models, and the future of experiential and holistic hospitality. Her continued research into guest psychology, wellbeing, and destination identity informs her approach to both coastal and inland resort development.
What distinguishes Milica’s perspective is her ability to bridge creative vision with operational and commercial understanding - seeing projects simultaneously through the lens of guest experience, spatial storytelling, brand identity, investment value, and long-term destination appeal. Her work is driven by the belief that design has the power to influence how people feel, connect, recover, and remember spaces long after they leave them.
With an international background spanning architecture, interior design, hospitality strategy, and concept development, Milica brings a multidisciplinary perspective to the future of resort and hospitality design. Having worked on luxury 4- and 5-star hotel projects internationally - from large-scale hospitality developments to bespoke private residences - her expertise extends beyond aesthetics into understanding how successful destinations are conceived, experienced, operated, and emotionally remembered.
Her work focuses on creating hospitality concepts with identity, purpose, and long-term value - projects that move beyond “just hotels” into meaningful destinations that people emotionally connect with. In recent years, her research and creative direction have explored the future of wellness hospitality, holistic spa concepts, membership club culture, sensory-led environments, and purpose-driven resort master planning designed to attract international guests through experience, wellbeing, and cultural authenticity.
Alongside her design practice, Milica has written and published articles exploring the evolution of hospitality, luxury travel, spa culture, membership models, and the future of experiential and holistic hospitality. Her continued research into guest psychology, wellbeing, and destination identity informs her approach to both coastal and inland resort development.
What distinguishes Milica’s perspective is her ability to bridge creative vision with operational and commercial understanding - seeing projects simultaneously through the lens of guest experience, spatial storytelling, brand identity, investment value, and long-term destination appeal. Her work is driven by the belief that design has the power to influence how people feel, connect, recover, and remember spaces long after they leave them.
