The intervention at the Hotel Teremar is conceived as a precise and carefully calibrated gesture within the dense, pedestrian environment of Benidorm’s old town. A two-star, family-owned hotel with a loyal clientele, it is located in one of the city’s most established and historic areas. The project is not conceived as a conversion or a category upgrade, but rather as an exercise in identity renewal—one that respects the memory of the place while supporting the continuity of its operating model.
The intervention focused on two main fronts: the design of the new reception area and the refurbishment of the main façades, with the aim of providing the hotel with a clear, welcoming, and recognizable image as a starting point for a new phase. The chosen language combines references to 1960s Benidorm—when tourism began to shape the city’s identity—with materials and solutions aligned with a contemporary sensibility.
Striped awnings, softly toned glazed ceramics, terracotta lattice screens, and the slender muntins organizing the window frames are not decorative gestures, but rather ways of articulating a summery aesthetic rooted in local tradition. This image is reinforced through a new graphic identity, visible in the custom-designed wallpaper created specifically for the project and in the signage elements that connect interior and exterior spaces.
In the lobby, the use of perimeter lighting, natural textures, plants, and a restrained material composition creates a warm, welcoming, and domestic atmosphere. The furniture selection—with the Wudi armchairs in natural oak designed by Francesc Rifé for Inclass—consolidates this sense of balance and belonging: recognizable yet understated pieces that reinforce the idea of a serene, functional beauty.
The result is a measured intervention, consistent with the building’s scale and the hotel’s history, which enhances what already exists without altering it, and proposes a renewed identity while preserving the emotional connection with its audience.