How our places are going to look like in the upcoming years?
Should we keep the same rythm and same directions?
House brand collection are really serving community and territories?
These are the questions I ask myself while writing the first lines of this letter.
And I’ll be honest, I’m getting bored (and scared) of the same story.
New houses opening around Paris, new coffee shop in Lisbon, that new indie hotel in Menorca with local ingredients and a Spotify playlist.
They all look good, sound good, and feel… predictable.
It’s like hospitality has become a template.
Same tone of voice. Same design language. Same four chairs shot in natural light.
Beautiful, yes, but soulless in its repetition (And we are part of, and contributing to this shit, so yes this is going to change.)
Meanwhile, small towns, the ones we used to drive through without stopping, are quietly becoming the new frontier.
They’ve got character, buildings with stories, silence, and space to breathe.
They don’t need reinvention, they just need our attention.
And as I’m surrounded by talented entrepreneurs, curious readers, and future builders, that’s where I believe the next hospitality revolution will start with people like you.
Not in the next big city launch, but in the small towns with a train station, a forgotten square, and someone crazy enough to see potential in it.
Because if we keep waiting for innovation to come from capital and not territory, we’ll keep getting more of the same: scalable, soulless hospitality.
And I don’t know about you, but I’ve seen enough of that.
