The redesign of the Hotel Ambassador Playa I & II is conceived as a critical operation within the evolution process of the Hoteles Benidorm group, which seeks to consolidate a comprehensive leisure universe without renouncing the popular languages that have shaped the city’s tourist identity. Far from masking its past, the project acknowledges the building’s playful memory—dating back to the 1970s—and translates it into a new formal setting that is lighter, warmer, and more contemporary.
In contrast to thematic decorativism or characterless neutrality, the studio opted for a Mediterranean reinterpretation rooted in enjoyment, with an aesthetic that connects to the visitor’s emotional memory while deliberately avoiding any nostalgic impulse. In this sense, the façade—featuring pink-tinted glass railings and angled balconies set against a white backdrop—stands as a visual statement: fresh, photogenic, and free. Its vibrancy places us closer to Miami or California than to the traditional souvenir aesthetic.
Inside, the approach is driven by a sensory and atmospheric logic rather than by decorative compositional elements. The corridors are conceived as scenic transitions, with nautical references. The guestrooms, featuring light woods, warm textiles, and soft finishes, aim to evoke holiday comfort without resorting to ephemeral solutions. he surf imagery is not a thematic gesture, but rather a way of embedding the space within a narrative where the everyday, the playful, and the aspirational coexist naturally.
The intervention allows the Ambassador Hotel—with 470 rooms, four bars, show pools, and a wellness center—to renew its offering without losing its role as a popular, lively hotel. It is endowed with a new narrative framework in which the guest finds familiarity and recognition, while also perceiving a substantial improvement in both experience and overall perception. It is a project that does not seek to distance itself from its audience, but rather to offer an enhanced version of what they already value.
Comprehensive renovation of the most leisure-oriented hotel within the Hoteles Benidorm group. A project that updates its image and services while preserving its holiday spirit, with references to Miami and surf culture. Fresh, bright, and competitive design.