Pestana CR7 Lifestyle Hotel Marrakech

It will be the Milan-based company Eclettico Design, brand of Lombardini 22 Group, to take care of the interior design of the new Pestana CR7 Lifestyle Hotel, which will open in 2019 in the heart of the most important of the Moroccan imperial cities.

Cristiano Ronaldo as well as an icon of world football is now also a recognized international brand. CR7, in a joint venture with Pestana, signs a hotel chain that, after inaugurating the first facilities in 2016 in Lisbon and Funchal, birthplace of the Portuguese star and capital of Madeira Island, will open its third hotel in 2019 in Marrakech, waiting to arrive in Madrid, New York and Paris in the coming years.

And for the new hotel in Marrakech, Pestana CR7 Hotels has chosen Italian design. Eclettico Design is indeed a company specialized in luxury and hospitality that, under the guidance of Igor Rebosio and Giuseppe Varsavia, has taken care of the entire interior design concept of the Lifestyle Hotel.

Eclettico Design is a brand of Lombardini22, Milan-based group leader in the architecture and engineering scenario, which operates at an international level and which in Italy ranks 3rd in the ranking of architecture companies based on turnover.

The new Pestana CR7 Lifestyle Hotel will have 168 rooms, two restaurants, a business center, a fitness center with spa and a complex roof-garden with pool area and sky bar. All this to revitalize the link between tradition and modernity of Morocco.

The hotel is part of a larger masterplan, called M Avenue, which is spread over an area of five hectares and will be proposed as an international destination for design, fashion, leisure and culture in the heart of the important among the imperial cities of Morocco. The development of the new district of excellence is curated by DHC Maròc, Real Estate Company led by Nabil Slitine.

An intervention conceived as an oasis crossed by a 500-meter "garden-avenue" lined with shops, offices, restaurants, cafés, art galleries, exhibition spaces, wellness and business centers, as well as high-end brand residences M Apartments and Four Seasons Private Residences, also designed by Eclettico Design.

The architect Igor Rebosio, Eclettico Design Director, emphasizes: “the Pestana CR7 Hotel in Marrakech proposes itself as a new paradigm of the Lifestyle Hotel: a format that embodies the style of the great Portuguese champion with a sophisticated breath where luxury is expressed in physical and mental well-being within an informal and relaxing atmosphere. Not a sporting experience, therefore, but a life experience that the project's claim expresses with simplicity and immediacy: Eat well, Sleep well and Train well to enjoy life at the best”.

The hotel concept, in particular, has faced a multiple challenge: interpreting the first international chain "signed" by a sports celebrity recognizing in Pestana CR7 the virtuous agreement between a young and dynamic entrepreneurial Group (Pestana Group Hotel) and the values of discipline sportiness, speed, incisiveness, energy and "healthiness" that the figure of Ronaldo expresses; to balance the CR7 input with a transversal philosophy, calibrated on a host who intends sport in general as a lifestyle; finally harmonize everything with the cultural heritage and the figurative heritage of the place.

This multiple order of relationships has been managed through some key factors - differentiation of stylistic themes, attention to detail, integrated wellness in the environment, mixing of functions - and with a selected formal vocabulary made of lines, surfaces, decorative textures, colors, materials and furnishings that communicate a brand declined with varying intensity in different environments.

Intensity outlined in the rooms: where the different typologies are united by the fluidity of movement of taut lines connected in a curve, while functionally they are like "microcosms" for a sporting lifestyle and dedicated to psychophysical wellbeing (integrating, for example, training also in personal space).

A stronger intensity in the common areas, where tradition bursts louder: in the game of portals at the reception; in the 'Moroccan' decorations as a texture of lights and shadows projected by custom-made lamps; in some areas of the spa fitness area, with geometric patterns impressed on an innovative mixture of sand and resin thanks to a process of high local craftsmanship.

Decorations that are "virtual" and changing in the restaurant area, where in the different moments of use (breakfast, lunch, dinner, etc.) guests are accompanied by the projection of vast variable horizons that induce immersive atmospheres. This recourse to the technological effect is also due to the target addressed to Pestana CR7, a Lifestyle Hotel that speaks to a young audience, more leisure than business, and in any case to that segment of millennials educated to blend the boundaries between relaxation, fun, work , good nutrition, tradition and technology in an existential continuum. For this reason, the Concept also includes a dedicated App that can make the user experience an agile, informal and easily interactive service that has the generative potential of a social community.

The local mood continues in the materials, with local stones, woods, fabrics; in the colors, with the light shades, the red and the ocher of Marrakech sandstone, the sand, the lands, the desert; and finally in the green that, generous on the terraces and punctual in the restaurant, penetrates to the subsoil. Here, at the level of the spa and the training center, the central path is like a large garden of light, water and vegetation that conceptually incorporates the "Garden-Avenue" of the central axis of the masterplan, in a game of references between inside and outside , architecture and landscape.