MIRADA

The aim of this project was to design a cost-effective B&B in Catalonia’s Priorat region that gives Gen Z and early Millennials an authentic, off‑the‑grid escape from mass tourism. A place where they can consciously unplug from social media, connect over shared values, local cuisine, and ecotourism, and spark genuine friendships amid Priorat’s wild beauty.

  • I begin with research and analysis, exploring cultural context, trends, and competitors to uncover unmet needs and positioning opportunities. From these insights, I move into concept development, shaping the brand’s narrative, identity, and visual direction. I ensure strategic alignment by connecting audience expectations with local values. Finally, I design a holistic brand experience that expresses the strategy consistently across identity, environment, and community touch-points.

  • Priorat, a mountainous Catalan wine region, is known for its DOQ vineyards, the Serra de Montsant Natural Park, and peaceful, star-filled skies - an ideal setting for digital-detox escapes. The local hospitality offer is between luxury hotels and basic refuges, leaving space for an affordable, design-led eco B&B that fosters community and unplugged experiences. Appealing to Gen Z and Millennials seeking conscious, analog travel, an off-grid B&B could stand out through social-by-design stays, stargazing, outdoor activities, and local partnerships. While limited transport and seasonality present challenges, transparent sustainability, curated itineraries, and value-driven positioning offer strong opportunities for growth.

  • Defined Mirada as a soulful retreat rooted in Priorat’s heritage, with a brand narrative built around presence, connection, and slow immersion.

  • Connected Gen Z/Millennial desires for authenticity and digital detox with the region’s cultural values, landscapes, and traditions.

  • Brought the brand to life through rituals like the nightly Star Gathering, community meals, and analog, nature-centered activities that foster reconnection.

Concept Development

The concept for Mirada emerged from the intersection of Priorat’s heritage and the desires of Gen Z and Millennial travellers for authenticity, wellness, and digital detox. Drawing on the region’s mythic landscapes, star-filled skies, and winemaking traditions, the brand narrative was built around presence, connection, and slow immersion.

The name Mirada, meaning “gaze” in Spanish, captures the essence of pausing, observing, and reconnecting, while the keywords starlit, unplugged, and rooted informed the visual identity and experience design. This development phase translated research insights into a clear brand story, positioning Mirada as a soulful and accessible retreat between luxury wine hotels and basic refuges.

Brand Positioning

Mirada is a retreat in the heart of Priorat that invites guests to disconnect from technology and reconnect with the land, the stars, and each other. It blends rustic Catalan heritage with modern design, offering guests a soulful escape from mass tourism.

  • Is grounded and soulful, blending authenticity with a sense of mindful adventure. It is inclusive and welcoming, encouraging guests to connect with themselves, with nature, and with one another. Mirada speaks with warmth and purpose, inviting travelers to slow down, be present, and rediscover simple joys under Priorat’s starlit skies.

  • To create meaningful retreats where travelers unplug from technology and rediscover presence, connection, and community through authentic experiences rooted in Priorat’s culture and nature.

  • To become a leading model for conscious hospitality showing that travel can be affordable, sustainable, and deeply human, inspiring a new generation to embrace slow living and authentic connection.

  • Presence

    Connection

    Authenticity

    Sustainability

    Creativity

Tone & Messaging

Experience Design

Mirada’s signature nightly ritual is The Star Gathering. Each evening begins with grounding practices such as gentle yoga or breath-work, followed by a guided vineyard night walk that leads to a communal circle under the stars. Guests share a tech-free meal, listen to local legends and folklore, and close with a moment of collective silence or “star bathing.” This recurring ritual becomes the emotional anchor of the retreat, a story guests carry with them beyond their stay.

Around this core, the daily rhythm is built around three pillars:

  • Morning practices like journaling, meditation, and creative workshops that encourage reflection.

  • Daytime hikes to sacred sites like Carthusian Monastery of Santa Maria d’Escaladei, grape-stomping in season and foraging or farm-to-table cooking experiences with local producers.

  • Shared meals, sound baths, movement meditations, and storytelling circles around the fire designed to spark friendships.

Visual Identity

Mirada’s color palette is inspired by the moodboard and the rich visual landscape of the Priorat region. Warm reds and ochres that evoke sunset rituals, while soft teal and peach introduce a sense of calm and nostalgia, within the interior design. Deep blues anchor the experience, reflecting night walks, nature, and quiet reflection - tones carried through the logography.

Typography

Mirada’s logo uses soft curves and clean lines to evoke the mountains and the stars of the Priorat region.

Interior design moodboard

Imagery style

This moodboard draws inspiration from Mediterranean modernist design references found in museum collections, blending retro forms with natural textures and warm, tactile tones. The result is an identity that feels both nostalgic and contemporary, grounding the retreat in cultural authenticity while setting the mood for a soulful, digital-detox experience.

Applications