HOTel Suecia

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f端n hotEl Suec

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cia

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05.08.02-15.03.03

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The world of Design Hotels El mundo de los hoteles de dise単o

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Design Hotel Capitals Capitales de los hoteles de dise単o

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Minimum criteria

stars

1

Reception

Separate, independent reception area; opened 24 hours; 24 hours within call from inside the hotel and outside; concierge

2

Breakfast service

Breakfast buffet or equivalent breakfast menu, room service

3

Beverage service

Minibar and 24 hours room service

4

Meal service

In addition to the 3 stars criteria: 24 hours room service

5

Telephone

100 % of rooms with telephone, multilingual instructions and direct lines

6

Size of rooms

Single rooms 18 m , double rooms 26 m

7

Suites

5 % of rooms, at least 2

8

Sanitary comfort

In addition to the 4 stars criteria:

2

2

additional wash basins in double rooms and suites; bath robe, slippers, cosmetic articles (e.g. shower cap, nail-file, cotton tips) 9

Room equipment

In addition to the 3 stars criteria: chairs / couches according to the number of beds with small table, additional bed cover in the room, rug at the bed

10 Guest items

Hotel information (service guide), writing utensils and writing-pad, sewing kit and shoe polish utensils on demand

11 Laundry and ironing services

12 hours service in case of delivery before 9 a.m

12 Safe / Deposit

Safe deposit in the room and central safe deposit (e.g. at the reception)

13 Reception area

Reception hall with seating, beverage service

14 Video and audio systems in the room

100 % of rooms with radio programmes and colour television, remote control for TV, programme instructions and present-day programme guide; additional colour television in suites

15 Cashless payment

In addition to the 2 stars criteria: credit and/or debit cards accepted

16 Telefax

At the reception

17 Hotel bar

1

18 Restaurant

1

19 Minimum number of assessment points

420 points

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Madrid is an old and expert city but full of life. This decay whose restauration seems endless represents the immense willingness to live of the city. Like my characters, Madrid is a wasted space, not content with having a past because the future continues to excite her.

-Pedro Almodovar.

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Madrid es una ciudad vieja y experta, pero llena de vida. Ese deterioro cuya restauracion parece interminable representa las ganas de vivir de esta ciudad. Como mis personajes, Madrid es un espacio gastado al que no le basta tener un pasado porque el futuro le sigue excitando.

-Pedro Almodovar.

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Deluxe hotels in Madrid Hoteles de Lujo en Madrid

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Current urban focus of Hotel Suecia towards traditional tourist Madrid Enfoque urbano actual del Hotel Suecia hacia el Madrid turĂ­stico tradicional

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Immediate urban Context Contexto urbano inmediato

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CAR RAN ZA

gta. de bilbao

SAG AST A

PASEO DE LA

gta. ruiz gimenez

CASTEL LANA

fuencarral

ALBERT O AGUILE RA

pl. alonso martinez

GE NO VA

pl. de chueca

pl. vazquez de mella

tale za pl. callao

GRAN VIA

pl. de la independencia

pl. de cibeles

GR AN VIA

PASEO DE L PRAD O

montera austrias callao ALA ALC

pl. isabel ll

OR MAY

puerta del sol

institucional

ALFONSO Xll

VI A

PAS EO DE REC OLE TOS

pl. de las salesas

pl. sto domingo

pl. de oriente

SERRAN O

GOYA

hor

GR AN

pl. colon

malasa単a/chueca fuencarral

san bernard o

ESA INC PR pl. de espa単a

salamanca

pl. de la lealtad

retiro

museos

pl. mayor

pl. de la lealtad

pl. santa ana

L PRADO PASEO DE

mayor/huertas pl. tirso de molina pl. carlos pl. puerta moros mercado de la cernada

lavapies/latina CA BE ZA DE LA

E AD OND

MA

RI A

gta. de R embajadores

ST A.

TOLE DO

PA SE O

RON DA D E

IA ENC VAL

RO VA AL

OS OLM LOS P.DE

jardin del rastro

DE NDA RO

A CH ATO

PASEO DE LAS DELICIAS

mercado puerta de toledo

EZ ND ME

CO S. F DE ta.puerta e toledo

pl.del emperador carlos V

AV .C IU DA D

DE

BA RC EL ON A

PASEO DE LA REINA CRISTINA

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Tourist Circuit Circuito TurĂ­stico

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austrias retiro

institucional

museos

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Institutional Madrid Madrid Institucional

Page 20

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institucional

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retiro

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Conventional Shopping Zona Comercial Convencional

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salamanca

callao

montera institucional

mayor/huertas

lavapies/latina

retiro

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Alternative Shopping Zona Comercial Alternativa

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fuencarral

malasa単a/chueca

retiro mayor/huertas

lavapies/latina

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Nightlife La Noche

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fuencarral

salamanca malasa単a/chueca

montera austrias callao

retiro

institucional

museos mayor/huertas

lavapies/latina

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Cool Madrid Madrid de Moda

Chueca neighborhood is developing as an emerging reference point El Barrio de Chueca se ha convertido en un punto de referencia emergente

gta. ruiz gimenez

CAR RAN ZA

gta. de bilbao

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SAG AST A

PASEO DE LA

ALBERT O AGUILE RA

12/03/2003

CASTEL LANA

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pl. alonso martinez

GE NO VA

ESA INC PR

pl. colon

pl. sto domingo

GRAN VIA

TOS PAS EO DE R

ECO LE

pl. de chueca

fuencarral

VI A

tale za

GR AN

pl. de las salesas

pl. vazquez de mella

hor

pl. de espa単a

SERRAN O

san bernard o

GOYA

pl. de la independencia

pl. callao

pl. de cibeles

ALA ALC

pl. isabel ll

OR MAY

puerta del sol

ALFONSO Xll

pl. de oriente

PASEO DE L PRAD O

GR AN VIA

pl. de la lealtad

pl. mayor pl. de la lealtad

L PRADO PASEO DE

pl. santa ana

pl. tirso de molina pl. carlos pl. puerta moros mercado de la cernada

pl.del emperador carlos V

AV .C

embajadores

CA BE ZA

DE LA ST A. MA RI A

TOLE DO

PA SE O

RON DA D E

RO LVA

OS OLM LOS P.DE

jardin del rastro

IA ENC VAL DE DA N O gta. de R

DA D

ZA

mercado puerta de toledo

PASEO DE LAS DELICIAS

ta.puerta e toledo

A CH ATO DE A D N RO

E ND ME

O . FC ES

IU

DE

BA RC EL ON A

PASEO DE LA REINA CRISTINA

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Priviledged yet underdeveloped urban node Nodo urbano privilegiado pero poco aprovechado

Redefinition of Hotel Suecia as urban hot spot Redefinicion del Hotel Suecia como punto clave urbano

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RENFE

chamartin

nuevos ministerios

hotEl suecia

retiro

atocha

RENFE

AVE

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ambition

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National Ambition Objetivo a nivel nacional

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International Ambition Objetivo a nivel internacional

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f端n analysis

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Existing Program Programa Actual

2

3511 m

2

1345 m

rooms

public circulation

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2

679 m public use

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2

797 m

intern use

418 m

2

intern circulation

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1st basement / sótano 1º public uses / usos públicos 220 m2 public circulation / circulación pública 95 m2 intern uses / usos internos 290 m2 intern circulation / circulación interna 35 m2

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half basement / semisótano public uses / usos públicos 225 m2 public circulation / circulación pública 23 m2 intern uses / usos internos 32 m2 intern circulation / circulación interna 75 m2

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ground floor / planta baja public uses / usos p煤blicos 233 m2 public circulation / circulaci贸n p煤blica 125 m2 intern uses / usos internos 114 m2 intern circulation / circulaci贸n interna 93 m2

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1st floor / 1ª planta public uses / usos públicos 348 m2 public circulation / circulación pública 116 m2 intern uses / usos internos 114 m2 intern circulation / circulación interna 29 m2

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2nd, 3rd, 4th floors / 2ª, 3ª, 4º plantas public uses / usos públicos 450 m2 public circulation / circulación pública 129 m2 intern uses / usos internos 11 m2 intern circulation / circulación interna 23 m2

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5th floor / 5ª planta public uses / usos públicos 403 m2 public circulation / circulación pública 116 m2 intern uses / usos internos 11 m2 intern circulation / circulación interna 23 m2

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7th floor / 7ª planta public uses / usos públicos 254 m2 public circulation / circulación pública 94 m2 intern uses / usos internos 14 m2 intern circulation / circulación interna 17 m2

6th floor / 6ª planta public uses / usos públicos 403 m2 public circulation / circulación pública 116 m2 intern uses / usos internos 11 m2 intern circulation / circulación interna 23 m2

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7th floor / 7ª planta public uses / usos públicos 254 m2 public circulation / circulación pública 94 m2 intern uses / usos internos 14 m2 intern circulation / circulación interna 17 m2

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8th, 9th, 10th floors / 8ª, 9ª, 10ª plantas public uses / usos públicos 251 m2 public circulation / circulación pública 91 m2 intern uses / usos internos 9 m2 intern circulation / circulación interna 18 m2

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attic / ático public uses / usos públicos public circulation / circulación pública intern uses / usos internos intern circulation / circulación interna

0 0 151 0

m2 m2 m2 m2

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Current condition Estado Actual

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Five star criteria Requerimientos categoria 5 estrellas

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Minimum criteria

stars

1

Reception

Separate, independent reception area; opened 24 hours; 24 hours within call from inside the hotel and outside; concierge

2

Breakfast service

Breakfast buffet or equivalent breakfast menu, room service

3

Beverage service

Minibar and 24 hours room service

4

Meal service

In addition to the 3 stars criteria: 24 hours room service

5

Telephone

100 % of rooms with telephone, multilingual instructions and direct lines

6

Size of rooms

Single rooms 18 m , double rooms 26 m

7

Suites

5 % of rooms, at least 2

8

Sanitary comfort

In addition to the 4 stars criteria:

2

2

additional wash basins in double rooms and suites; bath robe, slippers, cosmetic articles (e.g. shower cap, nail-file, cotton tips) 9

Room equipment

In addition to the 3 stars criteria: chairs / couches according to the number of beds with small table, additional bed cover in the room, rug at the bed

10 Guest items

Hotel information (service guide), writing utensils and writing-pad, sewing kit and shoe polish utensils on demand

11 Laundry and ironing services

12 hours service in case of delivery before 9 a.m

12 Safe / Deposit

Safe deposit in the room and central safe deposit (e.g. at the reception)

13 Reception area

Reception hall with seating, beverage service

14 Video and audio systems in the room

100 % of rooms with radio programmes and colour television, remote control for TV, programme instructions and present-day programme guide; additional colour television in suites

15 Cashless payment

In addition to the 2 stars criteria: credit and/or debit cards accepted

16 Telefax

At the reception

17 Hotel bar

1

18 Restaurant

1

19 Minimum number of assessment points

420 points

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Hip Hotel criteria Requerimientos categoria Hip Hotel

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Daily Bangkok Post July 12, 2001

Hippest, hottest, coolest Design Hotels group offers exclusivity Saroj Worapanya Established in 1993, Design Hotels Inc is a global consortium of over 168 unique hotels and resorts covering 32 countries.

Design Hotels Inc seeks out hotels anywhere in the world with strong design elements, good service, and top quality. "We are a marketing company as well as a global distribution system. We are packaging a lifestyle as well as catering to a special type of people-the modern travellers who like and always appreciate beauty. By design, I mean the quality of the fabric and the material. It is also for the people who are always looking for the hip places".

Design hotels Inc opens a world of new experience for its guests.

Its member hotels have emerged from the local scene and always remain closely connected to it. The group is presented in two directories: design hotels in urban settings and design hotels in leisure destinations.

The purpose of the first category is to link the modern community with the best of a particular city's classic and contemporary aspects while the leisure category is located in areas where culture is intrinsically connected to the environment.

So, what's the criteria of how to become a member of Design Hotels Inc?"There is no clear and strong guidelines. It has more to do with the lifestyle, feeling and understanding of the design concept. There should be a no-holds-barred concept behind the design. For instance, if you go to Muang Kulaypan hotel at Ko Samui, you will either like it or you won't." "We never classify our hotel members into star ratings. It doesn't mean that you pay a premium price to be with Design Hotels. Sometimes, you can be small, inexpensive but comfortable and cosy", she said.

Not only Design Hotels can reveal the hippest hotels worldwide, it also serves as a guide to the hottest bars and the most modern restaurants and clubs.

Recently, Design Hotels Inc added 23 new member hotels including Pershing Hall hotel in Paris; Augarten Hotel, Austria; Pelham Hotel, London and The Sukhothai in Bangkok to its portfolio last year as well as an expanded northern European collection. Design Hotels Inc provides marketing and global representation services for member hotels with immediate effect.

For a regular update on new events, the coolest places of where to stay, bookings, where to hang out and where to eat, visit Design Hotels at www.designhotels.com.

Main Entrance Page Local News Business Outlook

Weekly IT news Horizons Travel NiteOwl (Trink) Real.Time Motoring Student Weekly

Entertainment & Lifestyle Holidays online What's on Dining out Recipe of the week Movies Music Book Review Beauty Fitness Nutrition NEW!

Prominent Prominent Businesses Travel Thailand & beyond A Visionary Monarch Special Publications

The Royal Barge Procession Current Issues in Thailand Silpa Thai site Thailand Tatler Magazine Bangkok Post Year-end Economic Review Post Database 10 years Annual Report Education Learn English with the Bangkok Post

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f端n suggests

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Twins Gemelos

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Programatic Concept Concepto Programatico actual Hotel Suecia

****

+

five star requirements

***** lobby

lobby room service meeting rooms restaurant internet minibar bar laundry service TV fax/modem reception

24h room service meeting rooms restaurant brasserie internet minibar bar laundry service playstation RF ID tags press copy service interactive TV

conventions shop window

fax/modem gym swimmingpool secretary service 24h reception gift shop

private public

private public

+

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vertical street

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=

gym shop image consellor mirador boutique maxibar massage gigolo therms turkish baths kiosk vertical street blockbuster art ateliers club shop window vending machine club house reception

public

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hotEl suecia

gym internet lobby art gallery tienda restaurant

art gallery

brands

14:25

interaction

meeting rooms gigolo brasserie mirador bar boutique minibar maxibar laundry service massage therms image consellor marcas playstation 24h reception press turkish baths copy service kiosk interactive TV calle vertical CCTV art ateliers blockbuster RF piscina ID tags gym club fax/modem shop window secretariado vending machine 24h room service club house reception gift shop

private public

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Interaction Interacci贸n

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HOTEL HOTEL HOTEL COMMERCE HOTEL HOTEL BAR BAR ROOM ROOM GUEST GUEST GUEST MODESTY VAST VARIETY CHANGEBILITY LUXURY SERVICE INTELLIGENT GIVE ATTENTIVENESS INDIVIDUAL EXPERIENCE HOTEL

14:00

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CITY COMMERCE NON COMMERCE PATRONSHIP SERVICE RESTAURANT RESTAURANT ROOM ROOM BATH GUEST STAFF VIP EXPOSURE INTIMATE REPETITON STATIC ORDINARY NEGLECT OBVIOUS TAKE FREEDOM GENERAL IMPROVISATION el Suecia

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Programatic Shift Cambio programรกtico

Current

Rotation

Actual

Rotacion

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Interaction Interaccion

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Dining rooms private clubrooms

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Designed penthouses

Hairdresser Psicologist Ar Blockb Take-Out Deluxe

Voyeur suites

G端in Shop Bar Mirame

Exhibicionist rooms

Exo Flower Suites

single rooms

Bar Te Veo

Duplex rooms

Young Scandinavian artists ateliers

rooms

Fash vend mach

Specia press

el Suecia

Conference Space

Wellness Center

Restaurante

Bras

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Program Configuration Configuracion del Programa rty buster

Clients

Rental

Hotel

Clients

ndou pping

Restaurants

Clients

Restaurants

otic r shop

Art Clients

Clients

Commercial

Clients Clients

Internal Flows

hion ding hine

Flujos Internos

alised kiosk

Proposed programe Conventional programe asserie

Bar

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Shift in Revenue Stream Cambio en fuente de ingresos

Touroperator

Direct Reservations

External Clients Events

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Touroperator

Direct Reservations

External Clients

Events

Units Rental

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Hotel Suecia Doubles Suites Apartments

Breakfast Half Pension Full Pension Walk-ins

Average price

EBITDA Ma

128 9

• 165 • 204

20%

Units

Average price

• 13 • 22 • 44

}

}

EBITDA Ma

50%

v i t a r t s 19%

Income

EBITDA

Units

81%

u l il

50% 50%

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el Suecia

argin

Doubles Suites Apartments

s i s y l a

Units

Average price

EBITDA Margin

98 9 4

• 330 • 408 • 408

20%

n a

Units

argin

Breakfast Half Pension Full Pension Walk-ins

e iv

Income

EBITDA

}

Average price

EBITDA Margin

• 26 • 44 • 88 • 60

50%

}

29% 71%

51%

49%

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Walk-Ins Paseantes

Emerging shoppers

Hip shoppers

Nightlife/Chueca

Conventional Shoppers

Page 76

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Guests Huespedes

Hip Euro Week-enders

Business Traveler

Celebrity

Wealthy Tourists

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Hip Euro Week-enders Cedric Libert and Robin Dicker, Belgian and American.

They live in London, he is an Architect and Robin an independent film maker. This is their first weekend in Madrid.

"The Suecia is just how we imagined Madrid, with the vibrant atmosphere of AlmodovarÂs movies. Sunday we had the best brunch at the hotel while reading our favorite magazines, Domus and Cahiers du cinema".

Emerging shoppers Eva Maci•, 23, she studies fashion and shares a flat in Malasa€a.

"I am working at a clothes shop in the Mercado de Fuencarral. The Suecia is the place where I relax after work and meet my friends. Next year, I would love to rent a space at the vertical street".

Celebrity Woody Allen.

"Its like a little haven, I mean, why donÂt we have this in America, I can have my privacy and donÂt have to bother with the old fat ladies in elevators like in the Ritz. I almost wish I was young, rich and beautiful like all the people here".

Nightlife/Chueca Mariano Aguirre, 30, restauranteur. He lives in Chueca and loves to party.

"A great night always either ends or starts at the Suecia.

I usually eat dinner with my friends at the Suecia and have a couple at drinks at the bar. At 6 AM I love to pick up something delicious to eat at the 24 hr. deluxe take away."

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Business Traveler Tim Alexander, Australian, 33. He lives in London, Works in Branding and travels to Madrid twice a month to meet at Telefonica in Gran Via. "I love to be able to eat jamon and shop Camper shoes in my hotel and still make it on time to my meetings".

Hip shoppers Gemma Garcia, 28, IT consultant, lives in Castellana.

"The Suecia is so hip. It reminds me of London or Paris.

I also love to eat dinner at Suecia or relax with shiatsu massages at the wellness center".

Wealthy Tourists Yumiko Yamada & Hiromasa Kobayashi. Japanese, 45 and 52 Live in Tokyo. Sony Executive and Housewife who travel to Spain every spring spending a couple of days in Madrid to shop and go to Museums.

"El Suecia is unique, we are close to the museums where we see the GoysÂs we love and walk to shop for the Loewe bags in Gran Via".

Conventional Shoppers Paloma Alonso and friend Cristina Muâ‚Źoz, 25, economist and lawyer. They live in Paseo de la Habana.

"We spruce up our Zara outfits with the accesories we find at Suecia. Afterwards we sit an have excellent coffee and a million cigarettes while we gossip all afternoon".

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f端n experience

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Lobby as City VestĂ­bulo como Ciudad

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Luxury is not only space El lujo no es s贸lo espacio

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Steal It! LlĂŠvatelo!

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Wardrobe Vestuario

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24hr service Servicio las 24 horas

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Brand vending Dispensa-marcas

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Temptation Tentaci贸n

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