BLESS Madrid
Image Strategy / Art Direction / Positioning
Hospitality has been part of the identity of 62 Calle Velázquez for more than seven decades. Opened in 1949 as the Gran Hotel Velázquez, the building became a familiar landmark in Madrid’s Barrio de Salamanca, its story intertwined with the social and cultural life of the city.
In 2019, the property began a new chapter as BLESS Madrid, becoming the first flagship of BLESS Collection Hotels, the luxury hospitality brand created by Palladium Hotel Group. The transformation introduced a new vision of contemporary luxury while preserving elements of the building’s original identity, creating a dialogue between its hospitality heritage and a new generation of Madrid.
Following a further transformation in 2021, the hotel entered another phase of its evolution — the moment Permanent State of Creation was invited to translate its renewed identity into images.
the challenge
To create a new visual narrative for BLESS Madrid following the evolution of its interiors by Lázaro Rosa-Violán Studio, translating the hotel’s renewed identity into a distinctive and elevated photographic language. Working within an active property still undergoing its final transformation, the challenge was to look beyond documentation, using art direction, styling and a highly curated photographic approach to reveal the character, atmosphere and sophistication of its new spaces.
To develop a distinctive and sophisticated brand strategy and identity that not only honours the hotel’s rich history, but also reflects the commitment to restoring this architectural icon to its former splendour, establishing it as a new benchmark for hospitality in Southern Europe.
WELCOME
ORIGIN
SOUL
BELONGING
LEGACY
To develop a distinctive visual language through strategic imagery and art direction, translating the character of BLESS Madrid into a sophisticated and recognisable photographic identity. Every frame was carefully constructed — from composition and styling to light, objects and atmosphere — to elevate the perception of the spaces and express the hotel’s contemporary vision of luxury.
image strategy / art direction
Our starting point was the space itself.
With interiors conceived by Lázaro Rosa-Violán Studio, our role was to understand the visual codes already embedded in the project and determine how they should translate into image.
We worked with light, composition, styling and perspective to create a photographic language capable of revealing character rather than simply recording design. Every decision was made to strengthen atmosphere, establish hierarchy and turn individual spaces into a coherent visual world.
bless madrid
An urban hotel in the heart of the Salamanca district, where sophisticated design, wellbeing and fine dining come together to turn every stay into an exceptional experience.
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