Reinventing corporate hospitality.
Laureles Selection Suites was born as a new-hospitality concept in the corporate segment because, at its location in the Laureles neighborhood of Medellín, 90% of the competition plays in the lifestyle segment and the area's corporate hotels are aging.
Traditional Concept
Corporate hospitality is, and will remain, one of the most in-demand hotel segments in the world.
Innovative Solution
We reworked the design, the brand and the overall feel to give it a modern style that reinterprets the 1920s.
Project details
For this project we ran a competition study and a hotel and tourism market analysis, put the site's area of economic impact in context, created the brand and designed the interiors.
A hotel that breaks away from the competition by reinventing a high-demand segment.
- Client
- ABC Constructora
- Areas of impact
- Neo-corporate
- Services
- Market Analysis, Branding, Interior Design
key moments
Policies, style and personality
This project was defined for a new corporate niche that hadn't been refreshed in Medellín, with serious finishes, simple shapes and lettering that recalls more formal times.
Elegance, fashion and restraint with a corporate style.
The corporate segment has a lot of nuances and sub-segments. For Selection we focused on the traveler looking to upgrade, the four-star guest who wants to feel like a five-star one.
Simplicity in execution.
It's not just the design, it's the materiality. Every texture has a purpose, from the ribbed ones that add elegance to the smooth ones that read as clean and sophisticated. Choosing the right materials is crucial.
Discover the project's secrets
Simplified information
A corporate guest is in their own world. They don't have time; they want information that's quick, relevant and right at hand… And that's exactly what we gave them.
Dressed with elegance
Choosing to embroider or print a uniform, a decision so simple it can completely change how valuable a hotel feels
