High-profile launch for Spanish brand

The ME Madrid Reina Victoria has opened
its doors in the heart of Spain’s capital city, with a
glittering party to reveal the new ‘ME by Meliá’ brand.Sol Meliá
executives Sebastián Escarrer and Gabriel Escarrer, vice chairman and
CEO of Sol Meliá, hosted a vibrant and cosmopolitan evening attended by
luminaries from the worlds of fashion, music and cinema.

Guests included supermodel Cindy Crawford, accompanied by her husband
Rande Gerber, founder of After Midnight Company, who along with his
brother Scott Gerber,  are the operators of ME Madrid’s Midnight Rose
and The Penthouse bar and restaurant areas,  as well as Spanish
actress Elsa Pataky, model Blanca Romero,  actress and singer Leonor
Watling,  TV presenter Jaime Cantizano,  singer Alaska,  TV presenter
Patricia Pérez, model Cristina Piaget,  music group Dover, Nuria
March, Alvaro de Marichalar, journalist Luis del Olmo, fashion designer
David Delfin and actress Verónica Echégui, among other guests.

ME by Meliá organized an exclusive event to present their unique new
hotel brand,  a concept that fuses design, international cuisine and
cutting edge music.  Luis del Olmo, executive vice president and chief
marketing officer of Sol Meliá, and Guy Hensley, senior vice president
of operations for the new brand,  together with Alexander Hugot,
general manager of ME Madrid Reina Victoria,  were all present
alongside other representatives from Sol Meliá,  who came to show their
support for the leading Spanish hospitality brand’s latest initiative.

Throughout the evening,  more than 1.000 invitees from the realms of
art, business,  fashion, culture and music were able to admire the
results of an ambitious renovation and design project by British
architect Keith Hobbs of United Designers.  ME Madrid Reina Victoria
has retained its beautiful and graceful façade,  typical of Madrid’s
urban architecture and of special historical value, while the interior
has been redesigned according to ME by Meliá‘s avant garde philosophy.

Guests were treated to a buffet by Spanish chef Jaime Renedo held in
the new Midnight Rose restaurant, as well as cocktails on the terrace
of the hotel’s rooftop bar, The Penthouse, whilst taking in
spectacular views of the capital,  which have only been made accessible
to the public since the hotel’s refurbishment.


To round off a night full of anticipation, guests danced well into
the small hours in CLUB ME, a space especially created for the
evening, with music by leading international DJs.