JO&JOE brand to debut in South America

Largo do Boticario, Brazil

This property will be the first JO&JOE to open outside Europe and is scheduled to open in 2020.

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, AccorHotels South America.

This JO&JOE will have an area of 3,520m2 built on a 6,000m2 site, 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.

The large bar at the heart of the Open House will be one of the attractions, open until 2 am, with beer and cachaça specialties with the capacity of up to 300 people. A juice bar is also planned for those seeking a healthier option.

“This lifestyle destination aims to become and remain one of the main hotspots in the city both for travellers and locals,” said François Leclerc, VP Brands & Operations, JO&JOE.

A cultural and artistic space is also part of the project, as well as an area for celebrations and events. Minibuses will transport guests to the beaches of Copacabana and Ipanema, as well as surfing spots such as Grumari, Joatinga and Prainha. Shuttle buses will also be provided to facilitate transfers between this new JO&JOE property and Galeão and Santos Dumont airports.

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Largo do Boticario – lobby

The project’s concept was created jointly by Lakasa Development Empreendimentos Ltda. and the Ernani Freire & Associados architect firm led by Mr Freire himself, founder of the firm; Professor of Architecture and Urbanism at PUC Rio; and a professional with extensive experience in the field of conservation and restoration of buildings of historical and architectural importance.

“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’, says architect Mr Freire.

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 centre of Rio. The pharmacist was very successful and his clients included the Portuguese royal family. 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.

Largo do Boticario – exterior

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. The Group has committed to carry out the regeneration and complete restoration of the complex, which was heritage-listed by the “State Institute of Cultural Patrimony” (Inepac) in 1987, in line with the original design. AccorHotels will produce and publish a book that tells the story of “Largo do Botícario” and depict the development of the architectural restoration work carried out under the supervision of Inepac. The surrounding native rainforest, which is also heritage-listed, will also be preserved.

The JO&JOE brand combines the best of private accommodation options such as hostels and hotels in a totally reinvented and disruptive experience in terms of service, catering and design approach. JO&JOE is a lifestyle and vibrant living space, a setting that is open to the outside world and 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. There is always something going on at JO&JOE, whether it is a concert, yoga class or DIY workshop. It is in JO&JOE’s DNA to make sure its employees are passionate defenders of human relationships, caring deeply about giving guests the most personalised experience possible. They are committed to creating a buzz around the place, rejuvenating the local community and creating an unforgettable experience for locals and travellers alike.

Tags: Brazil, JO&JOE, Largo do Botícario


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