The SOFIA hotel set Morillas an unparalleled challenge: to help the brand provide sophisticated and exclusive hospitality in Barcelona – a destination brimming with high-end options. And to attract visitors and residents alike. From the get-go, we pinpointed the original, distinctive, and compelling element: this is a big hotel with more than 300 rooms that has managed to survive among the major international hotel groups. What’s more, it provides a quintessential Barcelona experience that can only be lived in the city and the moment. Its essence, charm, and character need to reflect a city that has never stopped evolving, and that has completely changed since the hotel opened its doors, more than 30 years ago: SOFIA, like Barcelona, is a micro-cosmos of infinite personalities and contrasts that has something for everyone.

SOFIA is the ideal destination for adventurers from near and far, who are drawn to exoticism and otherness, and to the comfort of a hotel that knows what they want. A place where all needs and bases are covered, but where the unique fabric of dreams, magic and memories is
waiting to be woven: something that can only happen in Barcelona. The hotel is strategically located on Diagonal Avenue, one of the city’s main arteries, yet near and far enough from the beaten tourist track to let intrigued guests blend in with city life, and to attract locals. This distinctive quality inspired and shaped the development of the hotel’s identity and voice.

SOFIA didn’t just need to open to visitors, but also to the city. It had to be capable of attracting residents, and what better way to do that, than with diverse gastronomic and leisure facilities: two restaurants, three bars, a show club, a rooftop, a spa, a gym, and a range of business and event services, each with its own personality, carefully designed to stand alone or work harmoniously as a whole. Helping to reinvent Sofia hotel in Barcelona came from conjuring each and every outlet that adds depth to a polyhedric soul. Philosofia was one of them: a book café, a bakery, an oasis…and our gift to the city. The way we say good morning to our beloved Diagonal. I take in, therefore I am.

It was much more than repositioning a hotel; it was about defining its own vision of luxury. Today, SOFIA is no longer just another high-end retreat in the city, but an exclusive destination for visitors and local that never stops evolving. Its personality and versatility have transformed it into the hotel group’s new flagship