Haute Mediterranean Living

The value of the brand is non-negotiable.

Creativity

"Latorre Branding has been key to being able to grow and create structure”

When Homare’s project began to gain momentum, fate (with the truth ahead) connected me with Javi Latorre, Creative Director and friend of friends. At that time, Javi was closing an important operation with his brand consultancy (Latorre Branding), which was none other than joining Stayland, an international holding of companies linked to accommodation with capital letters. Latorre, who already had years of experience in international Branding and consultancy projects with major brands, had been involved in the creation of two innovative companies in the accommodation and real estate niche. You can connect the dots.

Well, well… and to think that all this started with a call asking for a website…
Hahaha, so true. I still remember it. A great friend (almost brother) of the two, put us in touch. You were fully involved in the creation of your Homare project, but you had no Brand or corporate strategy to help you push this precious project that you have put together. As you know, those were very important months at Latorre. Not only was meeting you a great opportunity, but it also came at an ideal time: being able to join forces, helping you create the Homare brand and identity, and signing a key and strategic partnership agreement between Homare and Home Stories, the real estate brand of which I am a founding member. It all matched. Thanks to my dear David Cuéllar.

How does a profile like yours end up in the management team of an accommodation holding company?
It is the question that I have repeated the most in the last year. Latorre Branding has been key to being able to grow and create structure in such a complex environment as that of ‘creative services’. I am very grateful for all these years, but I have always wanted more. I know that these airs of grandeur now do not have very good press, but it was like that.

Apply creativity to more areas of the business?
By working side by side with brands, I have connected with people and with a wonderful team, but above all you are surprised how you end up within a brand, with consulting you almost end up managing springs of the company itself that give you perspective and above all knowledge. That was how I met my great friend and partner Joseba Bermejo. We started by creating Home Stories, together with our friend and partner Delfín Sintes, and from there we put together what is now Stayland. Being in the engine room of this holding company and being able to connect with what is happening in the world with 2 immense brands such as ‘Alohause’ and ‘Utopic Villa’ is a real privilege.

Tell me about how you approached the Homare project, on a creative level
Homare, as you know, fit us very well from the first minute. As I have already told, the entrepreneurial moment of Latorre, that we had recently created Home Stories from within, gave us a very unusual perspective. Even so, the ‘candy’ of the project was that very interesting idea of not selling “luxury” houses, but of creating an atmosphere and network of clients, friends, partners, events, etc. in which lifestyle, actions and concepts were the cornerstone. Obviously the marketing of incredible villas in Mallorca or dream flats on Valencia’s Gran Vía are fuel, but Homare was created to be a brand that represents a style, a community, a firm. The visual identity was already a slide having the ‘concept’ so anchored. And the truth is, both the result and being partners with Homare is one of the best news of the year, and look, it’s been a great year!