The SOFIA hotel set Morillas an unprecedented challenge: to help the brand offer a sophisticated and exclusive accommodation proposition in Barcelona – a destination full of high-end options – that would appeal to visitors seeking to discover an unforgettable city and residents craving exclusive sensations. To achieve this, we identified what made SOFIA distinctive and singular: a large hotel with over 300 rooms,standing apart from major international hotel groups. Moreover, it offered a unique Barcelona experience, one that could only be lived in this city and at this moment in time.

Its strategic location in the heart of Avenida Diagonal, the backbone of the city beyond the usual tourist circuit, allows visitors to immerse themselves in authentic city life. This quality inspired and guided the development of the identity and graphic language for SOFIA. Its essence and character had to reflect a city that has never stopped evolving: a universe of infinite personalities and contrasts, capable of satisfying all needs. SOFIA was designed to be open not only to visitors but also to the city itself. The best way to achieve this was through a diverse selection of gastronomic and leisure options: two restaurants, three bars, a club with entertainment, a rooftop, a spa, a gym, various options for organizing events and numerous guest services, each with its own personality, carefully designed to function individually or to blend harmoniously as part of a whole.

At Morillas, we created a sophisticated experience to establish SOFIA as an exclusive destination for both visitors and residents seeking a place that never stops evolving. Now the flagship hotel of the group, SOFIA is crafted for adventurers drawn to the unexpected, seeking a hotel that always understands exactly what they desire. A place where answers await at every moment and unforgettable memories are ready to be uncovered. Welcome to need-states luxury.