CREATION AND PROMOTION OF AN ARCHITECTURAL BRAND ON THE EXAMPLE OF THE PUERTA AMERICA HOTEL IN MADRID

The work is dedicated to an important architectural object – the Hotel Puerta America in Madrid. Modern trends in architectural practice, mainly for commercial purposes, are characterized by the creation of architectural objects that are distinguished by very vivid imagery, sometimes even excessive. Such buildings are called landmark or iconic. It has been proven that Puerto America is just such an object. The article traces the stages of creating an architectural brand, promoting its image on tourist sites and perception by visitors using the example of a hotel. At the concept stage, the hotel was conceived by the executives and managers of the Spanish firm Silken Hotels as an iconic building, a place that combines different perspectives on architecture, design and art. A brief description of the main design features of the exterior and rooms, as well as public spaces such as lobbies, restaurants, bars, lounge areas, etc. is provided. What is unique is that individual authors and teams worked on the design of the hotel, implementing their ideas within the strict limits of the already existing structure. Brief information about the authors of architectural solutions is provided, among which are four Pritzker Prize laureates – Norman Foster, Zaha Hadid, Jean Nouvel and Arata Isozaki. The result of such a creative experiment was not an object belonging to any style direction, but rather a museum of architecture and design or even an architectural attraction. An analysis of the representation of hotel rooms for booking on the relevant sites has been presented, showing the inconsistency of lofty ideas, their implementation by outstanding masters in the field of architecture and design, and the quality of information about it, the lack of understanding by the managers of these sites of the uniqueness of architectural and design solutions and the importance of professional and full coverage of the main advantages of the hotel. Keywords: architecture, design, advertising, brand, hotel, artistic image.