In recent years, hotels have become ever more rabid in their effort to attract guests, adding architectural quirks made to be Instagrammed, or letting visitors dine with giraffes, such as the Giraffe Manor, Nairobi, Kenya.
However, Sweden's newest hotel is truly something to marvel at.
On the Lule River in northern Sweden, the Arctic Baths hotel and spa is the latest destination spot to embrace the natural surroundings it sits on, bridging the gap between land and water in the most innovative way.
Featuring 12 rooms, with six on the water and six on the land, half of the hotel's rooms either float or freeze in place depending on the weather.
Due to open in late 2019, the striking hotel bills itself as "A year-round hotel, restaurant, cold bath & spa with focus on wellness", and certainly offers guests many opportunities to commune with nature and themselves.
Inspired by the image of timber floating down rivers, the circular building is topped with a criss-cross of steel bars, laced protectively over the hotel. A floating open-air cold bath allows guests to cool off after spa treatments, sunbathe or simply get in touch with nature.
All in all, the hotel includes a spa, cold bath, hot bath, multiple saunas, a spa treatment room, a lounge, a shop, a bar and a restaurant.
If visited in the height of Swedish summer, the circular building will glide gracefully across the mirrored surface of the river, while in the depths of winter, it will be rooted in place by thick sheets of opaque snow and ice, like a modern remnant of a Game of Thrones set.
Meanwhile, the interiors will expound the tenets of contemporary Scandinavian design, with floor-to-ceiling wood paneling, muted earthy tones and simple but elegant finishes.
Speaking about the arresting design, AnnKathrin Lundqvist, one of the designers of the hotel, said: "The Arctic Bath really is a first - it's a special spa experience. So much thought, engineering and ingenuity have come together to provide visitors with an experience they can't find anywhere else."
The hotel is only accepting bookings for between February 2020 and February 2021. Rooms start from €900 a night and you can book online here.