At the foot of the Corcovado mountain and the Cristo Redentor, the “Largo do Botícario” complex, in the neighborhood of Cosme Velho, Rio de Janeiro, will become the first JO&JOE to open outside Europe and in the AMLAT region (2020).
The launch of new concepts is nothing new, but the underlying trend is towards hybrid: Generator, St-Christopher’s Inn, Meininger, Slo Living, City Hub, JO&JOE, Yooma… these concepts associate several types of accommodations with a festive F&B offer and other complementary services.
Launched in September 2016, JO&JOE is the latest lifestyle addition to AccorHotels’ economy brand portfolio. The brand aims to expand into international markets with around 50 destinations planned by 2020.
Meanwhile, competitor MEININGER has just officially committed to ten new European locations and indicated its intention to expand in North America and Asia. With fourteen properties under operation, the brand is part of this "new hotel concepts" movement, focusing essentially on quality/price ratio, location and conviviality to attract travelers who want to feel "at home".
But, starting inHosssegor, the JO&JOE wave has not swelled as rapidly. With AccorHotels operating under management contracts, there will be no JO&JOE franchise and the hotel group has to find partners to carry the real estate.
In the short term, two other projects are underway with a 2019 deadline and a larger capacity: one is located in Paris - Porte de Gentilly, near the university residences - with HotelInvest, AccorHotels' real estate division.
Another is scheduled in Bordeaux in the new Brazza district, a 700-bed unit also intended to house students. In addition, a dossier is being finalized in London, also with HotelInvest, with a 2019-2020 deadline. Beyond Europe, JO&JOE sees "enormous potential" in Asia-Pacific with destinations such as Bali, Singapore, and Sidney.
In May, contacts were made in Brazil.
“When a concept is strong, things tend to flow well and quickly,” Penson said about the process of creating Jo&Joe. “But the skill with creating a new experience, whether it be for JO&JOE for a global organization’s working culture, is to ensure that the business model behind the creativeness and uniqueness, is to the point, works, is realistic, scalable and viable operationally,"said Lee Penson, CEO of Penson (JO&JOE architects).
The name “Largo do Boticário” is derived from Joaquim Luís da Silva Souto, a pharmacist who had his dispensary in the street, “Direita”. The street is now called “Primeiro de Março”, in the center of Rio. The pharmacist was very successful and his clients included the royal family of Portugal.
He bought land in the Cosme Velho region and moved to “Largo do Boticário” in 1831. In 1846 Marshal Joaquim Alberto de Souza Silveira, attendant of the court and godfather of Machado de Assis (Brazilian famous writer), lived there.
AccorHotels bought the six houses that make up the architectural complex of “Largo do Boticário”, in Cosme Velho, in the south of Rio de Janeiro for R$20 million, and will invest an additional R$30 million in renovations and furnishings.
JO&JOE is a lifestyle brand designed to meet the expectations of Millennials and all those who value the culture of sharing, spontaneity and experience.
The concept is designed to foster interaction and the collaborative spirit of community, thanks to the common areas that are open to both the outer and inner worlds of each location.
“AccorHotels has been investing in Brazil for 40 years, and the purchase of this architectural landmark only strengthens our commitment to the country’s growth. We are betting on this location and will transform it into an incredible place to attract tourists and locals starting in 2020, when it should open,” explains Patrick Mendes, CEO Latin America, AccorHotels.
This JO&JOE will comprising a total of 350 beds, including 70 rooms and apartments that will be able to accommodate up to 10 people, as well as private homes and penthouses. The complex will have restaurants, social areas, pools, a barbecue and a co-working space so that everyone, whether locals or tourists, can enjoy their stay.
“This lifestyle destination aims to become and remain one of the main hotspots in the city both for travelers and locals”, said François Leclerc, VP Brands & Operations JO&JOE.
The concept was created jointly by the company Lakasa Development Empreendimentos Ltda and the Ernani Freire & Associados Architect firm.
“This is a unique opportunity for the complete regeneration of the architectural complex, a project of great importance for the city of Rio de Janeiro and which arouses the interest of both locals and tourists –demonstrating that it’s possible to establish connections without losing the characteristics and identity of each property. The regeneration of the complex involves the spatial and technological updating of the environments, adapting them to the new uses of a primarily young public. The theme of this regeneration is to expand naturally into the surroundings, involving other points of interest in the neighborhood – the “positive metastasis” of the Catalan architect Oriol Bohigas,” said Ernani Freire, founder of Ernani Freire & Associados Architect and Professor of Architecture and Urbanism at PUC Rio.
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