The American University in Dubai, through its Interior Design Department and AUDesign_lab, partnered with The Lux Collective to launch the SOCIO–Urban Nomads Design Challenge 2026, an initiative designed to bridge academia and industry by immersing students in real-world creative problem-solving experiences. The collaboration reflects a shared commitment to anticipating evolving guest expectations and shaping the future of hospitality through innovative interior design.

The winning project, “NADWA by SOCIO,” developed by AUD School of Architecture, Art and Design students Ahmed Al-Bayati, Maya Kharboutly and Zena Nimer, was recognized during the Virtual Grand Finale and Awards Ceremony held in April 2026. The project stood out for its thoughtful interpretation of social connectivity and culturally inspired storytelling, with the top 10 finalist teams presenting their concepts to a distinguished panel from The Lux Collective.

The challenge focused on The Lux Collective’s newest hospitality brand, SOCIO, a contemporary concept designed as a purpose-driven social hub where professionals, digital nomads and culture-shapers come together. Designed to foster creativity, connection and wellbeing, the SOCIO concept blends co-working spaces, wellness experiences and social interaction within flexible and immersive environments.

The SOCIO–Urban Nomads Design Challenge was co-developed and guided by Professor Annamaria Lambri, Chair and Associate Professor of the Interior Design Program at AUD. As part of the AUD Interior Design IDES 374 – Hospitality Design course, 41 students across 17 teams from the School of Architecture, Art and Design were tasked with creating innovative, guest-centric lobby concepts for the SOCIO brand. The collaboration provided students with the opportunity to apply academic knowledge to industry-driven design challenges while responding to the evolving lifestyle needs of today’s “social nomads,” where flexibility, identity and connection intersect.

Professor Annamaria Lambri said:
“This collaboration reflects the strength of meaningful partnerships between academia and industry. It has provided our students with a unique opportunity to translate ideas into future-oriented design solutions, demonstrating how design can shape new ways of living, connecting and experiencing space for global nomads.”

Paul Mulcahy, Chief Commercial Officer at The Lux Collective, said: “At The Lux Collective, we believe that exceptional design-led hospitality experiences begin with bold thinking. Collaborating with AUD has allowed us to engage with a new generation of designers who bring creativity, purpose and innovation to the way spaces are imagined for tomorrow’s travellers.”

Through initiatives such as the SOCIO–Urban Nomads Design Challenge, AUD continues to strengthen industry partnerships and provide students with hands-on learning opportunities that prepare them to become the next generation of creative leaders in design and hospitality.