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The heart of Portugal. Sharing the rich cultural history of central Portugal.
The Iberian aparthotel aims to be the home-away-from-home for long-stay visitors looking to relocate to, or simply explore, Portugal. Located in the centre of the country, the Iberian will serve to meet the need for temporary accommodation as well as fill the gap for conference and wellness facilities in the region.

The strategy of Strano + Pettigrew Design Associates positions the Iberian as the authority on the region of central Portugalits food, culture, events and history. Ideally located in the centre of Portugal, the Iberian will serve as a base and a destination for discovering all that the region has to offerideally driving traffic to the area and providing an increase in tourism. The heart of Portugal not only references the Iberians physical location but its cultural connection to the region.

Picturesque, wooded surroundings and a comprehensive sustainability plan informed our use of natural materials and earth-tone colour throughout the design system. Portugal also has a rich history of pattern which we incorporated into our creative as a conscious nod to the past.

Sustainability strategy:
A series of sustainability initiatives for both the construction and the operation of the Iberian have been developed as part of the brand strategy. These initiatives will help position the Iberian as a leader in the effort to curtail negative environmental impacts locally and globally. In addition, the sustainability plan helps solidify the Iberians commitment to working with local governments to help meet and, ideally, exceed European Commission goals for carbon neutrality. Some of the sustainability initiatives shown here include keyless room entry to avoid the printing of cards and card holders, using glass bottles in a conscious effort to avoid plastic, canvas tote bags in each room for shopping in the on-site market. As part of the effort to source local, we are proposing a line of private label wines from local producers.

Illustration:
We would like to thank Illustrator Réka Király for agreeing to help us with this project. Her hand-painted floral illustrations bring a beautiful, organic balance to the overall design system. Rékas wonderful work can be found at rekakiraly.com