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Creative Pills TenerifeLab 2016



Hotel San Telmo is a 180-room hotel establishment located in Puerto de la Cruz (Tenerife) with 23 staff members.



To create relationships with agents on the island in order to offer its clients experiences that are different from the norm.



Oficina para la Acción Urbana is made up of individuals with a mixed background: architects, artists, historians and designers who have come together to consider the surrounding environment, the local, and in which they find points of convergence on generational, experiential and often informal issues. Their aim is to reflect on the image, both the image that they perceive and the image that they generate, given that they believe that everything is image and any political and social process ends in the construction of an image. The group also believe that the urban and urban planning are intrinsically tied to their practice and execution, the basis from which they question all that is given.

Artists Training: Jesús H. Martínez and Arturo Jover Linares



The group’s proposal was based on painstaking work to understand the founding essence of institutions and companies. How were they initially conceived? In what way did they remained true to these ideas? This helped us to identify what made them genuine so that we could then decided if it was necessary to maintain this legacy or rethink and “reset” this memory, as it could act as a liability. The work was based on breaking down a memory of accumulated images, which were accumulated by those that managed but also by their users/clients.



The main line of work that was developed during the Pill consisted of jointly thinking about the hotel’s values, given that it is not part or aims to be part of a hotel chain and seeks to differentiate itself and gain customer loyalty based on values ​related to the concept of “hotel residences”.

Some architectural elements were also identified to maintain or enhance truly interesting textures and elements in the hotel.

A video was made about the process together with the participation of workers from the hotel and work was then carried out on a fanzine about the previously identified architectural elements.



TenerifeLab 2016 is promoted by Tenerife Island Council.


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