“Boutique” hotels are popping up everywhere, seeming to offer a unique alternative to traditional options. However, the potential of socio-spatial issues seems to be neglected. Boutique hotels, being particularly “social” would benefit from deeper ways of “setting up the scene” (as opposed to mere surface decoration). For example, one might question display/observation (pivotal in the context of hotels). Socially, there is people watching; then there are the controlled vistas of the surrounding landscape; and the display of the hotel itself (typically standing out like an iconic jewel). As architecture continues to focus on the exterior, we lose a sense of a rich interior, as well as novel potential for the design of an entire hotel. What might emerge form a reversal? (If we people-hide, allow for internalized vistas, or hide a “secret-treasure” interior behind an uninteresting façade).