In episode 754 of Monocle on Design, Jessica Morrison, Senior Associate at GA, joins the conversation to discuss how the meaning of luxury in hospitality is evolving, and how narrative plays a central role in shaping design.
Reflecting on GA’s creative process, Jess highlights the importance of grounding each project in a strong conceptual story from the outset.
What defines luxury hospitality today and where is it heading next? In a recent conversation on Monocle on Design Podcast, Jessica Morrison, Senior Associate at GA, shares her perspective on the evolving meaning of luxury and offers insight into GA’s creative approach.
“We place a lot of importance in the narrative… that starts at a really early stage of the project. That narrative becomes the thread you hang your decisions on.”
Through this lens, GA’s work balances history with contemporary experience - creating spaces that feel both contextual and enduring.
Monocle on Design is part of Monocle Radio, a global podcast platform covering architecture, design, craft, and culture. The series brings together leading voices from across the industry, offering insight into the ideas shaping the built environment today.
Listen to the full episode here
