A specialist management school has forged a new partnership to further enhance its sector offerings. 

A new partnership between Swiss Hotel Management School (SHMS) and design firm Cheng Chung Design (CCD) is redefining what it means to study hospitality design.

At its core, hospitality design goes beyond interior decoration. It blends creativity, strategy, and human-centred thinking to craft environments that work seamlessly—both operationally and emotionally. What makes SHMS’s Hospitality Design specialisation stand out is its approach: Interior Design – creating visually compelling, brand-aligned spaces; Space Planning – designing layouts that optimise functionality; Flow Design – managing how people move through high-traffic environments.

This combination is especially powerful in hospitality, where spaces must serve two very different purposes at once: delivering luxury, comfort, and exclusivity while handling high volumes of guests efficiently. Designing for both “high-end” and “high-traffic” simultaneously is a challenge few disciplines address—but it’s what makes hospitality design so dynamic.

The collaboration between SHMS and CCD brings students closer to the real world of design. CCD is internationally recognised for its work in luxury hospitality design, blending Eastern and Western aesthetics across iconic hotel projects worldwide. Through this partnership, students gain direct exposure to the mindset and standards of a global design leader.

Hospitality design and creative excellence

What this means for design students: Real Industry Insight – students benefit from knowledge exchange with CCD experts, gaining a deeper understanding of design management in real projects, balancing creativity with operational constraints, and global trends in hospitality spaces. Career Pathways in Design – this isn’t just academic; students are encouraged to apply for internships, explore career opportunities within CCD, and build connections with top-tier designers. Recognition of Excellence – the introduction of the Leadership Excellence Award in Design celebrates students who demonstrate creative vision, leadership potential, and alignment with industry standards.

Students don’t just learn how a space looks—they learn how it works. They consider guest psychology and behaviour, operational efficiency for staff, brand storytelling through design, and cultural influences on space. This equips graduates to work in complex, real-world environments such as luxury hotels and resorts, restaurants and event spaces, and wellness and lifestyle destinations.

Located in Switzerland, SHMS offers a hands-on learning experience rooted in Swiss hospitality excellence. Students study in former palace hotels—spaces that are themselves examples of thoughtful design and guest experience. This immersive environment allows students to observe how design influences daily operations, understand guest journeys firsthand, and apply concepts directly in a hospitality setting.

This partnership gives students the tools to not only design beautiful spaces but also to lead meaningful experiences. For aspiring designers, this is an opportunity to work at the intersection of design and human experience, learn from a globally recognised design firm, and build a career in a dynamic creative industry.

For additional insights, announcements and perspectives on partnerships, visit the conversation on Business Education.