CHECKING IN WITH NISAN LARIDO
Vice president, Brand & Product, Gold Tree Hospitality, including Stay&co.
The concept of a private luxury apartment as an alternative to a hotel stay has an undeniable appeal in these days of social distancing. How would you describe your typical client?
Although the “serviced apartment” and “aparthotel” segments are booming (especially during the pandemic), the need for a new, hybrid product that optimizes both the guest experience and functionality has been permeating for quite some time.
Typical guests of Stay&co. range from young professionals and entrepreneurs who can work just about anywhere with a strong Wifi signal to corporate travelers on assignments. These guests work in key positions or manage their own companies and need to remain dynamic and flexible when on the road.
We believe our guests don’t have to compromise or be confined to shoebox-sized hotel rooms in order to experience Lisbon’s thriving city center, nor need they book a cookie-cutter apartment that adds nothing to their travel experience and is likely located in a far-flung business district a taxi ride away from all the action.
Stay&co. offers a solution that provides guests the comforts of a fully furnished, stylishly fashioned apartment located in the city center just walking distance from hyperlocal hot spots, coffeeshops, art galleries and attractions in areas such as Cais de Sodre, Principe Real or Alfama.
What economic factors led to the decision to expand into the Lisbon market?
Before entering a new market, we conduct an in-depth, participant-driven market study coupled with insight and consultancy from top-tier hospitality advisors. Our Lisbon study identified the city’s vast potential for a serviced apartment brand unlike anything currently on the market. We understand there is an influx of digital nomads, young professionals, corporate travelers and relocation needs flooding Lisbon, which ultimately raises the demand for flexible-stay solutions and extended stays — and a product that is uniform and easily identifiable. The market for serviced apartments in Lisbon is still in its infancy.
How do you localize the experience for Stay&co. guests?
We developed a design philosophy called “Urbanpop” together with our lead architect Adi Ben
Nun and designer Ingrid Aparicio. The “urban” part determines the materials and the actual shape and design of each location, based on the local architecture and materials available in each city we enter. “Pop” is influenced by the local culture and determines the color palette, the art and the accessories we use. We hire local designers in each city who understand what the city is all about, know the local suppliers and can really implement the “Urban-pop” philosophy. Part of our agenda is to “let the city in,” so all the art and accessories we source is the work of locals.
For the artwork in each of the Lisbon apartments, we partnered with both local artist Delia Hamer and Underdogs Gallery, a world-acclaimed cultural platform based in Lisbon that encompasses a gallery, a public art program and art book publisher known as a breeding ground and launch site for Portuguese artists. Portuguese designers Judite Pereira and Antonio Carvalho created tables, furniture pieces, bed frames and curtains. These activities support our claim of being a locally minded brand that supports homegrown creatives and has a distinct style associated with the location.