Faena Tulum
International beach club assessment to support the strategic thinking around a new lifestyle destination in Tulum. The project helped map global references, identify conceptual territories and understand how leading beach clubs combine gastronomy, music, design, social interaction and seaside experience.
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Project narrative
The focus of the project was to analyze different international beach club models and extract learnings applicable to a lifestyle hospitality context.
The work explored how each typology builds its own codes: from sophisticated Mediterranean propositions to boho spaces connected to nature, rituals and community, as well as formats with a stronger focus on music, nightlife energy and programming.
The aim was to structure the competitive landscape and identify the variables that shape a relevant beach club experience: F&B positioning, atmosphere, energy level, design, rituals, target audience and brand narrative.