At MPE we have taken on the challenge of creating a product for the hospitality industry that incorporates well-known but commonly underutilized resources into an innovative product.
Architect José Luis Soler commissioned MPE to carry out the conceptual study and development of the idea, its branding, the execution plan, the design of the show, as well as the evaluation and follow-up of the entire project.
Our colleague, collaborator and graphic designer Chema Benitez, served as art director and created the visual style and overal desing for the project.
This new product was conceived to be:
In sum, MPE wanted a product that would be:
The idea at the heart of this project is the combination of four products, each one using different elements that, when put together within a coherent thematic and conceptual design, would accomplish a clear, attainable goal, mainly (and though it may sound pretentious) that the customer would seek us out, and not the other way around.
The elements are as follows:
A thematized, multi-purpose location capable of accommodating a variety of hospitality areas, each featuring a different type of establishment.
Such areas would include:
All areas will share a unifying, common theme.
Establishing an Arts and Culture Club to assure a high level of quality and help promote shows and events for other target groups such as schools, local agencies, community centers, etc.
Establishing a private club characterized by its secrecy and exclusiveness. An almost forbidden place.
The website, conceived as a show in and of itself, will play an important role in promoting the project. Games and other interactive, stimulating activities will be offered regularly through a members-only area. Some will offer the possibility of winning prizes while generating continuous bidirectional feedback.
Here are some of the elements and activities that make up our product/brand and that customers will encounter upon arriving at the premises:
Everything will have a distinctive, exclusive character.
To accommodate the specific requirements of the various activities the venue will have four different areas, each with its own theme:
Main goal: the customer must seek us out.
Resources:
The appeal of anything forbidden.
The appeal of exclusiveness.
Social networks to increase loyalty and extend business.
Locations
Alternative location subject to confidentiality agreements by express of the customer and the investor group.
Moors and Christians 
