German luxury hotel chain Kempinski comes to Brazil’s Rio Grande do Sul state

RIO DE JANEIRO, BRAZIL – In a South American first, the world-famous German hotel chain Kempinski is coming to the mountain resort of Canela in Brazil’s Rio Grande do Sul state in the very south of the country.

Europe’s oldest luxury hotel group, Germany’s Kempinski, founded in 1897, announced Friday (27) a partnership with entrepreneurs José Paim, José Ernesto Marino Neto, and Márcio Carvalho to revitalize Hotel Laje de Pedra in Canela, Rio Grande do Sul state.

The entrepreneurs, through LDP Canela S/A, will invest R$540 million (US$100 million) to transform the traditional hotel in the mountains of Rio Grande do Sul into a five-star resort of international standards. The project is scheduled to open in 2024.

In an interview with the Folha de S.Paulo newspaper, José Paim, a real estate entrepreneur who is one of the founders of Rossi Residencial, said Kempinski would manage it as it does most of its 78 hotels in 34 countries. “Today, only four units in Germany are owned by the group,” he said.

CELEBRITY GUESTS

A stay at a Kempinski hotel is part of the status of the global political, business, and artistic elite. Queen Elizabeth and singer Michael Jackson were among the honored guests at the historic Adlon Kempinski in Berlin, founded in 1907 near the Brandenburg Gate.

In Laje de Pedra, the daily rate is initially estimated at R$2,500. “It will be around US$500 per day, but this value can be reviewed until the launch and depends on Kempinski’s approval,” said Marino Neto, an investor in the hotel market who has been involved in the launch of projects such as Unique and Fasano.

According to Paim, the crisis caused by the new coronavirus has hit urban hotels hard. “Business trips have been replaced by videoconferences, as well as corporate events,” says the businessman.

Marino Neto agrees. “Daily rates are no longer prohibitive and are likely to increase during the high season. They are market rates.”

For now, the group is focusing on about 160,000 A+ families living within 300 kilometers of Laje de Pedra. “A large part of this public can arrive by car,” says Paim.

The resort will be connected to a very luxurious property exchange service. This will allow Canela owners to exchange stays in properties of the same standard in more than 90 countries.

APARTMENTS OF UP TO 290M2

The luxury resort in the mountains of Rio Grande do Sul will occupy an area of 61,000 m² (square meters). The hotel will have 357 apartments ranging in size from 54 m² to 290 m². Attractions include four restaurants and five international bars with large terraces, wine bar, rooftop bar, theater, and event area. A 1,000-square-foot fitness room, European-standard spa, kids’ club, and heated pools complete the infrastructure.

Built in 1978, Laje de Pedra was purchased by Paim, Marino, and Carvalho of Habitasul in the middle of last year. The idea is to offer nature-based experiences, such as ecological tourism routes, horseback riding, outdoor brunches, and visits to wineries. “We need to value this wonderful culture of Rio Grande do Sul,” said Paim, who comes from a gaucho family.

According to the entrepreneur, the resort will offer a range of experiences that value local riches and culture, including the Laje de Pedra Symphony Orchestra, which will perform outdoors.

Bernold Schroeder, chief executive officer of Kempinski Hotels, said bringing this “architectural icon” back to life is a pleasure. “With a commitment to first-class quality combined with timeless elegance and positioning it as a destination of the highest caliber,” he said at a virtual press conference announcing the development. “It is an excellent opportunity to enter the South American market with an exceptional project.

Kempinski Hotels are based today in Geneva, Switzerland, and operates 78 properties in 34 countries. They chose the project in the Quilombo Valley overlooking the 400-meter cliff in the Rio Grande do Sul mountains.

Repeatedly voted Brazil’s best hotel, Laje de Pedra, is the destination of Brazil’s economic, cultural and political elite and has also hosted music festivals for the past 15 years. In 1992, the site was chosen for the signing of the Mercosur Treaty.

CANELA – GRAMADO

Canela, meaning Cinnamon in Portuguese, is located in the Serra Gaúcha of Rio Grande do Sul, Brazil. Both Canela and neighboring Gramado are important tourist locations, and they both draw many visitors each year. Ecotourism is very popular in the area, and there are many opportunities for hiking, rock climbing, horseback riding, and river rafting.

The main tourist attraction in Canela is the Parque do Caracol, the Cathedral of Stone, and Caracol Falls. Like sister town Gramado, Canela is a large tourist draw during the winter, where snowfall can occur, and the local town council deck Canela with lights and other festive decorations during the Christmas holiday.

Canela is part of the Rota Romântica or Romantic Route.