Asia PR News

MADRID, June 30 /PRNewswire-AsiaNet/ –

European Powerhouse Hoteles Silken Commissions Nineteen Architecture
and Design Studios to Create Luxury Hotel

The product of an unprecedented collaboration, the Hotel Puerta America
brings together nineteen of the world’s finest architects and designers for the
first time in history to create a space that will fire the imagination and stir
the senses. The dream will come true on June 30, 2005, when the hotel opens to
the public in Madrid.

The Hotel Puerta América, like the Silken Group itself, operates according
to a hospitality concept that emphasizes attention to design and excellent
services. In the words of Antón Iráculis, the Group’s Chairman, "We at Hoteles
Silken feel a great sense of pride and satisfaction at having completed this
product: a dream come true for many people who believed in the added value of
this new hotel. Our aim is to now convey to our guests the feeling that they
are in a truly unique place, because of the surroundings and the treatment they
receive."

The Hotel Puerta América is located at Avenida de América 41, a location
ideal in its proximity to shopping and business areas as well as to accessible
public transportation.

Each of the 342 rooms of this luxury five-star hotel (30 on each floor)
invite guests to enjoy a wide variety of modern styles and furnishings. Each of
the twelve floors was designed by a different architect or designer, including:

* Jean Nouvel was commissioned to design the 12th floor and facade,
deemed a crossroads between art and architecture "which allows guests
to experience extraordinary moments."

* Zaha Hadid, Pritzker prize-winner, designed the 1st floor, characterized
by the fluidity of the spaces based on new developments in digital design.

* The 2nd floor was created by Norman Foster, in an attempt to envelop
guests with serenity, enabling them to disconnect from the hustle and
bustle of the big city.

* David Chipperfield designed the 3rd floor, a creation that combines
hand-made floorings, upholstered walls, and white marble.

* Plasma Studio, formed by Eva Castro and Hoger Kehne, was commissioned
to create the 4th floor. Their aim was to "move away from the stereotype
of a hotel as an anodyne and homogenous place, experimenting with the
differentiation of space by developing the surface areas."

* Vitorio & Lucchino from Seville designed the 5th floor, giving the space
a warm, welcoming and comfortable atmosphere by applying the conceptual
values that they often use in fashion.

* The 6th floor and bar area were designed by Marc Newson, who opted for a
modern and relaxing environment, combining warm and cool materials where
any guest "can feel comfortable at once."

* The 7th floor was designed by Ron Arad who organized the space in a
highly expressive and imaginative way, keeping with his view of design.
His interpretation is bold, tracing the outline of how the hotel of the
future should be.

* Kathryn Findlay took on the 8th floor, recreating a place of meditation
where one can dream and experience the feeling of floating on clouds.
In collaboration with Findlay, Jason Bruges created interactive lighting
installations for the lobby and corridors which react as guests walk
through.

* On the 9th floor, Richard Gluckman makes maximum use of a wide range of
materials, using acrylic in original and unexpected ways.

* Arata Isozaki offers guests a minimalist feel on the 10th floor,
emphasizing a subtle and relaxing theme with Japanese influences.

* The 11th floor was designed by Javier Mariscal and Fernando Salas, who
aimed to create a welcoming space that provokes different sensations,
particularly through the use of graphic design.

* John Pawson was in charge of the hotel foyer and reception rooms, where
he sought to create "a space where you can find peace and tranquillity
right in the heart of the hotel."

* Christian Liaigre designed the restaurant, combining different aspects
of Spanish culture, specifically from the regions of Galicia, Catalonia
and Andalusia.

* Teresa Sapey has given shape to the car park, which has 644 parking
spaces. She plays with color and graphics, which "appeal to the
emotional side of the individual, but where functionality is essential."

* The landscaping projects, such as the garden and park adjoining the
hotel, were created by Harriet Bourne and Jonathan Bell. In their
opinion, "integration between vegetation and buildings is fundamental."

* Isometrix Lighting and Design worked alongside the architects, creating
lighting designs that adapt to the projects of each of the different
designers.

* Felipe Sáez de Gordoa (SGA Estudio) was in charge of the hotel structure.

At the Hotel Puerta América, the guest discovers the finest cutting-edge
design and architecture almost without even realizing it. The lighting, images,
textures and materials all come together to suggest a torrent of different
emotions-the sensation of sleeping on a round bed, the feel of the furniture,
the surprise of a backlit wall, a giant television screen that rolls down from
the ceiling or the expressive power of the silkscreen images on the walls. The
utmost care has been taken to stimulate the senses of those who come to stay at
this truly unique hotel.

The hotel has 12 floors, 308 rooms, 12 suites and 22 junior suites. Guests
can also enjoy fine haute cuisine at the restaurant, or have a drink in the
playful bar area designed by Marc Newson.

Finally, the hotel offers spa services, a gym and rooftop swimming pool to
help guests relax and get in shape, as well as a business center complete with
WiFi capabilities.

For more information, or to make a reservation, visit:
www.hotelpuertamerica.com or call +1-902-363-600.

Note for the media: The Hotel will be officially presented to the media on
July 14, 2005, in a launch event hosted by Hoteles Silken. All of the
architects and designers involved in this project will be present at this time.
Media unable to travel to Madrid for July 14 press conference can log on to
www.hotelpuertamerica.com/pressconference to view the presentations and
interviews live online.

About the Silken Group

The business objective of the Silken Group is to introduce a new concept in
hospitality and catering by creating a new dimension in services and facilities
and thereby making our visitors’ stays more pleasant. As expressed by our motto
"Passion for Excellence," Silken Hotels adheres to a new philosophy in customer
service. Both the amenities and the services have been designed to provide an
exceptional standard of comfort and to make guests’ stays as enjoyable as
possible.

The Silken Group manages 4,600 rooms and 30 hotels distributed in various
Spanish cities; additional work is being carried out on 10 new hotels which are
set to join the chain this year and the next. In May, their first international
4-star hotel was opened in Brussels, with 212 rooms, located just 20 meters
from the European Parliament building.

At the end of 2006, another 5-star will be opened in the heart of London.
The closing forecasts for this year amount to sales worth 124 million euros.

Marina Vallet de Montano,
mvallet@webershandwick.com,
Tel.: +34-91-745-86-00.

Ludmila Mastromonaco,
lmastromonaco@webershandwick.com,
Tel.+34-93-236-09-00

SOURCE: Hoteles Silken