La Petite Rosa Hotel: From Pink Hotel to Parisian Dream
Rebranding a Boutique Hotel with Heart, Heritage, and Humour
From lost identity to boutique bliss: discover how a bold brand vision, storytelling-led interior design, and one floral artist's dream came to life in the heart of Paris.
Project Snapshot
Project type: Hospitality
Size: Boutique hotel (15 rooms)
Location: Paris, France
Scope: Branding + Public Space
Interior Design Style: Floral maximalism, whimsical charm, Parisian twist
Highlight Features: Custom mural, faux-floral installations, DIY art pieces, clever luggage storage, French upholstery
Rainbow Shaker - Welcome to the colourful and maximalist La Petite Rosa Hotel!
Initial Challenge: Transforming a Boutique Hotel Without Soul in Paris
Interior Design Rooted in Brand Storytelling
When I was first approached to redesign what was then The Pink Hotel, it was clear something was missing—both visually and emotionally.
The space lacked character, cohesion, and a clear message. The feedback from both staff and guests revealed three recurring issues:
No clear identity
A feeling of low quality
Not attracting the right clientele
The hotel needed more than just a cosmetic makeover—it needed a full story. One that would transform it into a memorable experience and magnet for its ideal guests.
Renovating Without Closing: A Live-Site Balancing Act
Another key challenge? The hotel stayed open during the entire renovation. That meant juggling design and construction logistics around guests, ensuring minimal disruption, and coordinating trades with precision. I co-supervised the renovation works alongside the client—managing everything from demolition schedules to late-night paint touch-ups—to ensure every detail was executed according to plan, while maintaining a seamless guest experience.
Step One: Crafting a Brand Identity
My approach
As a designer, I believe interior spaces should feel like living characters—with stories, quirks, and a clear personality. So before picking a single paint swatch or piece of furniture, I led a full brand discovery phase.
Through research, interviews, and guest surveys, I explored:
Who are the ideal guests? (Business travellers, couples, curious tourists, influencers, aged 18–60)
What feelings should the hotel evoke? (Surprise, charm, comfort, delight)
What identity should it embody? (Glamorous, natural, warm, original, and inviting)
The brand concept bloomed
The concept came to life: a boutique hotel that feels like a flower market in Paris—vibrant, romantic, and unforgettable.
The name La Petite Rosa was inspired by the owner’s grandmother, Rosa—a floral muse with timeless charm. Petite reflects the intimate scale. Together, the name tells a story of love, whimsy, and personality.
I then built a cohesive brand universe: colour palettes, moodboards, fonts, and visuals, tested and refined with real feedback from our target audience. Only once the brand’s soul was clear did I begin designing the space itself.
Design Strategy: Whimsy with Purpose
Designing La Petite Rosa meant balancing maximalism with cohesion. I embraced layers, clashing patterns, and rich textures—but always with intention.
Storytelling in Every Detail
Custom Mural: Collaborated with a mural artist to illustrate La Petite Rosa’s story on the reception wall
Faux-Flower Installations: Created elegant display points for the owner’s handcrafted floral arrangements, which guests can purchase at reception
Hidden Closet: Integrated a sleek luggage storage area at reception to keep the space clean yet practical
Playful Details: Added striped wallpaper, cheeky framed art, and vibrant lighting to infuse levity and personality
DIY Decor with a Twist
Two bespoke pieces stand out for their handmade charm:
Teapot Wall Planters: Vintage teapots transformed into quirky floral hangings, evoking British tea culture and indoor gardening whimsy
Floral Resin Tables: Side tables embedded with dried flowers and sealed in resin—a subtle nod to the owner’s art
Craft Meets Comfort
In the breakfast room, I collaborated closely with a skilled team of French upholsterers to design and build custom banquettes tailored to the space’s unique proportions. Every curve and cushion was crafted with intention—maximizing both comfort and flow within the compact layout.
I curated a palette of plush, floral-inspired fabrics, testing samples on-site to ensure harmony with the overall aesthetic. Visiting the upholsterer’s workshop offered a deeper appreciation for the artisanal process—from pattern cutting to the final stitch—making each seat not just functional, but a quiet celebration of French craftsmanship.
A Front That Stops Traffic
To make the hotel stand out on the street, we re-panelled and painted the entire hotel front in pink and green. It now catches eyes, invites photos, and sets the tone for what’s inside.
The Outcome: From Generic to Signature
La Petite Rosa is now a signature destination in boutique hotel interior design—offering a guest experience that blends floral maximalism, Parisian charm, and storytelling-led branding. It reflects:
A clear brand story with a well-defined target audience: business travelers, couples, tourists, and influencers (ages 18–60), seeking to feel amazed, charmed, and soothed
A joyful, cohesive interior bursting with colour and charm
Thoughtful design solutions for seamless guest experiences
The owner’s passion for floral artistry, expressed beautifully in every corner
Guests are delighted and often linger in public areas, snapping photos and commenting on the unique atmosphere. Influencers such as @justmelveille praise it as:
“La Petite Rosa Hotel—just as beautiful as it is welcoming! What better place than this hotel in Paris’s 12th arrondissement for a girly, floral, feel-good escape?”
A Word From the Owner
“After working with many interior designers and architects on my hotel, I can now say Justine is the best—in terms of ideas, availability, friendliness, and professionalism. Thank you again, Justine! 🙏❤️”
What’s next?
The guest rooms will soon be redesigned to extend this vibrant, whimsical narrative—ensuring that every stay at La Petite Rosa feels like a magical Parisian retreat.
Let's Create Your Signature Space!
Are you ready to transform your boutique hotel, creative space, or brand environment into something truly unforgettable?
I help bold entrepreneurs and hospitality brands bring personality, purpose, and magic into every square metre.
👉 Get in touch and let’s design something magical, together.