Future Living Forum

Flexliving, coliving and new forms of hospitality

17.11.26 / 10:00h - 14:00h / FUTURE LIVING FORUM
Session language: Spanish

Curated by Leda Zanlungo (Clarity)

The Rebellion of Spaces: Where Design Becomes Capital

Flexibility, community and experience: this is what people are looking for today, and both urban housing and traditional hospitality are being reimagined to respond to these new demands.

Institutional capital is consolidating its position in alternative living, professional operators are scaling the management of dispersed assets, and cities are transforming obsolete building stock into new hubs of urban life. The boundaries between residential, hospitality and services are becoming increasingly blurred and, at this intersection, architecture and design are no longer merely an aesthetic matter, but an operational lever capable of maximising RevPAR, GOP and asset value.

Five case studies will show this convergence in practice: from how to scale heterogeneous inventories without losing identity to the transformation of architectural icons and industrial buildings into new living and hospitality spaces.

The session will culminate in a roundtable bringing together some of the key players driving this transformation: those who provide the capital, those who design the spaces and those who turn it all into results.

Programme

10:00 · Arrival and attendee registration
10:30 · Welcome by AMBIT Cluster

Toni Zaragoza · Director of interihotel
10:35 · Forum opening

The Rebellion of Spaces: Where Design Becomes Capital
Leda Zanlungo · Clarity
10:45 · Keynote

Value add, unfiltered
Albert Grau · Cushman & Wakefield
5 projects redefining living

Five case studies exploring how design, urban regeneration and new management models are transforming living and hospitality.
1. 11:15 · Identity that scales
  
  Architecture & Design
  Patricia Sánchez-Bretaño · Luderna (Emerald Stay)
2. 11:30 · The soul of the Palazzo
  
  Operations
  Cristian Flórez · BeMate
3. 11:45 · Architecture made to be lived in
  
  Urban regeneration
  José Rodríguez Pousa · Sercotel
4. 12:00 · Coffee break
5. 12:30 · Living the local life
  
  Urban regeneration
  Eneko Balda Martiarena · Kategora
6. 12:45 · An icon awakens
  
  Mixed-Use & Experiential
  Alejandro Villanueva · Sunset Hospitality Group
13:00 · Roundtable

The Rebellion of Spaces: When design moves beyond aesthetics and becomes capital
Moderated by: Leda Zanlungo · Clarity

Participants:

Albert Grau

PARTNER, CUSHMAN&WAKEFIELD
Eneko Balda Martiarena

CHIEF DEVELOPMENT OFFICER, KATEGORA REAL ESTATE
Jorge Bellido Pérez

CEO & FOUNDER, ECOCERO
Carlos Escoda Puente

CEO, ALMA CORP.
Cristian Flórez

PRESIDENT & CEO, BE MATE
Raquel López

ASSOCIATE ARCHITECT, GCA ARCHITECTS
José Rodríguez Pousa

CEO, SERCOTEL
Patricia Sánchez-Bretaño

CEO, LUDERNA RENTALS
Bernat Vicens

CEO, FERGUS GROUP
Alejandro Villanueva Alvarez

REGIONAL DESIGN MANAGER EUROPE & NORTH AFRICA, SUNSET HOSPITALITY GROUP
Leda Zanlungo

INDEPENDENT ADVISOR AND EXECUTIVE COACH, CLARITY

Register to attend the forum

To attend the forum, you must register for interihotel. Registration does not guarantee a seat: admission is on a first-come, first-served basis, subject to capacity.

We recommend arriving at the forum space at 10:00 for morning sessions or 15:00 for afternoon sessions to improve your chances of getting a seat.

Register for interihotel