São Paulo has a boutique hotel: Guest Urban Fruttare a totally restored 450m2 townhouse located at Rua Lisboa, just one block away from cheerful Praça Benedito Calixto
Far beyond its brand new 14 suites – graded according to size as Promenades, Streets and Avenues – the hotel’s hospitality concept stimulates guests to immerse into the multifaceted universe of São Paulo. According to the management and hospitality model conceived by Officina tres, run by partners Heloisa Mader and Cristina Soares– who look after Belmond Copacabana Palace and Refúgio Ecológico Caiman, amongst other clients –,that will happen naturally by means of providing selected hints according to personal taste, lending a bike or offering public transport cards to explore the multiple attractions of the seventh most populous city of the world, not to mention the colour pallet that dominates the decoration or the architectural projects which resembles the cosy atmosphere of the 1960s mansions and even the reproduction of the iconic geometric black and white print found in the pathways of São Paulo.
Conceived by partners Fábio Queiroz and Demian Figueiredo (in the picture above), Urban Guest Fruttare is set to become part of the landscape of Pinheiros neighbourhood and will provide guests the opportunity of living as locals – an increasing aspiration which is not always possible. It is much more than just a small design hotel, featuring 14 superb value for money suites that allow guests to fully connect with the city.
The project came to light from the restlessness of these two entrepreneurs. “We love São Paulo and realized that something intimate, cosy and characteristic was missing”, says Figueiredo, a Business and Hospitality Management graduate born in São Paulo who also looks after Les Amis buffet and rotisserie. “I always say that my job is not to cook but to turn our clients into great hosts. Now is the time to employ my knowledge to welcome and facilitate the discovery of the city where I live and was born at”, he says.
For Queiroz, a public relations from Rio de Janeiro based in São Paulo for two decades, “to simplify the stay and inform curious people with updated and independent tips gives us great satisfaction”. In addition, he anticipates that the hotel’s website (www.guesturbansp.com.br) will play the role of a local tourism website, with specific tabs for guests and, perhaps, for any user – even locals, independently from checking-in. Most notably, in the SP Revealed tab, the partners will offer insider’s suggestions in multiple subjects, whether cultural, gastronomic, day or night life attractions – a true facilitator for travellers in a city of many secrets that most visitors are unable to find out.
In addition, the hotel will also host events, with a gallery and courtyard that will present intimate exhibitions and other newness for opinion makers. As a result, guests will be automatically introduced to the city’s calendar.
Location and project
Erected in a townhouse with about 450 m2 built during the 1960s, the hotel is located in a bustling neighbourhood, full of parties, restaurants, events, art galleries and graffiti which attract young people from various tribes. “In this sense, the idea of partnership has come to unite the hotel concept to the Fruttare consumer, of a young profile with positive approach who look out for discoveries and new experiences”, says Katia Ambrose, Marketing Director of ice cream maker Kibon.
Guest Urban Fruttare architectural design is signed by Isabel Nassif and Renata Pedrosa’s Sub studio, which is the firm behind other acclaimed projects such as Baró Gallery and Mandíbula Bar. The interior design is signed by Carla Ribeiro de Lima from Office Pair, who sourced exquisite pieces and historical furniture for the three floors of the property. Art pieces from Compota Edições Limitadas are spread all over and on sale, what ensures complete fusion and constant change to the environment.
As for the external areas, the front and back gardens were landscaped by PasseAr Verde. Right at the entrance, a Wi-Fi covered beautiful courtyard inspired by the local typical villas opens to the street to welcome guests, who will be met by members of staff all wearing cosmopolitan looks by basico.com. The brands designer,Dedé Bevilaqua, created essential pieces such as denim shirts and graphite pants made of Peruvian pima cotton, which are complete with white sneakers.
In addition to breakfast at the reception, exclusive products are sold for consumption in the rooms, since the hotel suggests restaurants but does not serve meals. However, a fully equipped kitchen connectedwith the backyard is an ideal space for tasting products and cocktails for up to 120 guests or even 250 visitors when integrated into the bucolic alley with an antique air.
Guest Urban Fruttare
Rua Lisboa, 493, São Paulo
tel. +55 11 3081 5030