SB Architect’s VP and Principal Jorey Friedman on Designing in Mexico

In Architecture & Design by Suzanne KochLeave a Comment

Currently celebrating their 60th anniversary, SB Architects is a force to be reckoned with when it comes to design solutions. Boasting offices and projects all over the globe, SB Architects has established an international reputation for excellence and leadership in the planning and design of global hotels, resorts and destination communities, as well as large-scale multi-family residential and urban mixed-use projects. You may be familiar with some of their notable projects including Napa Valley’s Calistoga Ranch, an Auberge Resort and Dorado Beach, a Ritz-Carlton Reserve in Puerto Rico, to name a few. But when it comes to designing and planning projects in Mexico, the firm takes a specific approach.

SB Architects has experience designing projects in Latin America for the past three decades and currently, the team has five luxury hospitality projects underway in Mexico alone, a destination that has been a source of inspiration for the firm. “Mexico’s popularity and demand continually inspires us to design innovative and unforgettable experiences that celebrate the place and its heritage,” says Jorey ‘Shosh’ Friedman, Vice President and Principal of SB. “Mexico is a unique destination. Its local identity can be felt through its vibrant culture, history, design and most importantly, its people who have kept the traditions and customs alive for centuries. A spirited mix of past and present, guests are drawn to the distinct, authentic culture.”

Sofitel SO Los Cabos

In Mexico, the demand for barefoot luxury destinations is on the rise. “As architects, we are inspired by the endless possibilities that this naturally luxurious style brings to our projects,” notes Friedman. She goes on to say that SB’s bold simplistic designs are influenced by the site’s natural surroundings and in turn provide an enhanced experience for guests.

SB has plenty of opportunities to flex their design muscle as Mexico continues to forge ahead with the strongest tourism economy in the region. Their current south-of-the-border projects include Conrad Punta de Mita which is scheduled to open this spring, along with Park Hyatt Los Cabos Resort, Sofitel SO Los Cabos, Waldorf Astoria Cancun and Hilton Cancun, all currently under construction with a scheduled completion in 2021. Looking even further ahead, Friedman notes the firm’s excitement over the continued growth in Mexico from some of hospitality’s biggest names. Hilton Hotels has committed to hit 100 properties in Mexico by 2022 while Marriott International has plans to expand their footprint in the country by more than 50-percent by 2023. 

Hilton Cancun

SB Architects’ Recipe for a Successful Hotel

Understanding As architects, we need to understand the brief, location and programmatic needs from the client/brand, while maintaining an original design concept.

Culturally & Contextually Relevant The architecture needs to tell a story of the local culture, people, history and environment through thoughtful design solutions, creating an authentic sense of place.

Site-Specific We design in response to the local climate and topographic conditions, resulting in an efficient design that provides optimal comfort and relaxation for guests.

Immersive We design in a way that allows the guest to get up close and personal with the place, culture and locale respectfully.

Surprise & Delight We create unexpected places that invite the guest to disconnect from their busy daily lives, inspiring them to reconnect with nature, the people around them and most importantly, their inner sense of self.

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