Graeme Labe, South African architect and co-founder of Luxury Frontiers, epitomizes the synthesis of sustainable architecture with luxury hospitality. His Johannesburg-based firm, with an additional presence in Memphis and London, champions “light-on-earth” constructions, prioritizing minimal environmental impact while delivering luxurious experiences. Luxury Frontiers has been recognized for projects such as Camp Sarika by Amangiri in Utah and Madwaleni River Lodge, in South Africa, which exemplifies its commitment to environmentally integrated designs.
With over 25 years in the field, Labe specializes in alternative construction techniques and off-grid designs. His leadership has propelled the firm to the forefront of the industry, earning accolades like the Radical Innovation Award for pioneering sustainable hospitality design. Labe’s architectural practice is driven by a vision to blend environmental responsibility with experiential travel, setting new benchmarks in biophilic design and transforming luxury hospitality on a global scale.
What inspires you?
I’m inspired by the journey of transforming an idea into reality. Solving challenges along the way is deeply rewarding, and seeing my team excel, grow, and achieve success gives me a real sense of fulfillment. Nature is another constant source of inspiration; its simplicity in its natural and complexity in its layers influence much of my design thinking.
What inspired you to a career in architecture?
I’ve always been drawn to expressing myself through design and spent much of my childhood outdoors, immersed in nature. While working in the Okavango Delta for a safari company, I became fascinated with how safari camps were designed to optimize immersive experiences. At the time, the African market led the way in experiential luxury hospitality, and this exposure sparked my curiosity. I realized I wanted to shape those experiences through design, leading me to pursue a career in architecture.
How would you describe your design philosophy?
Endemic, honest, and immersive.
What is your favorite project?
I don’t have a single favorite project—it’s the individual elements within each project that I treasure. Whether it’s a design detail, a sustainable innovation, or a meaningful connection with the place, every project has something special.
What is your favorite architectural detail?
I strive to design details that resonate deeply with the context and essence of a place. The most inspiring architectural elements, to me, are those that reflect the culture, environment, and history of their surroundings. Every project begins with a commitment to visit the site, immerse myself in its context, and uncover the unique essence that guides the design.
One of my favorite examples is at Madwaleni River Lodge, located in Babanango Game Reserve, KwaZulu-Natal, South Africa. Here, we created an outdoor dining and event space with a living screen woven entirely from invasive black wattle. These materials were sourced through the reserve’s eradication program, transforming an environmental challenge into an opportunity for sustainable design. The local community played a pivotal role, weaving the wattle into a dynamic, functional screen. As the screen ages, it will continue to evolve, perpetuating a cycle of renewal while preserving traditional weaving techniques. This detail beautifully harmonizes environmental responsibility with cultural heritage.
At Camp Sarika by Amangiri in Southern Utah, United States, we faced a different challenge—an area without a strong architectural tradition for tented structures. We developed a design that seamlessly blended into the vast desert landscape. The tents’ earthy tones and subtle forms allowed them to feel like standalone elements that harmonized with the surrounding wilderness, rather than imposing on it.
These examples show how architectural details can transcend aesthetics, becoming vehicles for storytelling and fostering a deep sense of place.
Do you have a favorite material?
Sustainability drives my choice of materials. While my favorite material depends on the location, I currently lean toward mass timber or thermally modified timber due to its sustainable forestry practices and modular prefabrication capabilities. These materials align with our light-on-earth approach for remote, ecologically sensitive sites. I’m also intrigued by emerging technologies like 3D printing, which opens up exciting possibilities for sustainable and innovative construction.
What is your process for starting a new project?
Fully immersing ourselves in the site — experiencing the full cycle from sunrise to sunset — is essential to truly understand its character.
I also take time to explore the surrounding areas, delving into the local culture, people, cuisine, architecture, and history to uncover what makes the setting unique.
How do you balance function and creativity in your designs?
Our projects are predominantly within the experiential hospitality industry, where function is just as important as form. We focus on designs that ensure guests can immerse themselves in their surroundings. By addressing the guests’ needs first—such as operational efficiencies and the guest experience —we then shape the form and design using principles of biophilic design to heighten the guest experience. The ultimate goal is to foster a deeper connection with nature, aligning with our design philosophy.
How do you collaborate with clients to achieve their vision?
We prioritize truly listening to our clients’ needs and ensuring we understand their vision. We maintain an open design process, inviting our clients to express themselves and actively involving them at every stage of the design.
What unique architectural or design trends are emerging in luxury hospitality?
There is a significant shift towards authenticity in the architecture and design of luxury hotels. While design remains crucial, it is now more measured, considerate, and personalized. Sustainability in design is evolving from a trend to a standard, with careful consideration given to every aspect, from infrastructure and materials to interior finishes, as well as the environment and communities surrounding the hotel. Another notable trend is the focus on design that enhances our connection with the world around us, rather than distancing us from it. Design in luxury hotels now serves to deepen our interaction with the environment and culture.
What advice would you give to young architects?
My advice to young architects is to always design with construction in mind. Architecture isn’t just about creating beautiful sketches or stunning renders—it’s about realizing those designs as functional, enduring structures in the real world. To achieve this, it’s crucial to understand how your ideas will be built and how they will perform once constructed, ensuring they are both practical and environmentally responsible. I strongly encourage gaining as much hands-on exposure to construction as early as possible. Familiarize yourself with building systems, materials, and methods so you can design with both creativity and technical feasibility. The more you understand the construction process, the better equipped you’ll be to create designs that are innovative, efficient, and grounded in reality. This knowledge will not only elevate your designs but also make you a more effective and respected architect.
