With the new ME BARCELONA, Melia achieves ultimate luxury hospitality positioning (REVIEW)

14 years since my very first stay at the ME by MELIA Barcelona, Spanish hotel group Melia has now returned to Barcelona with an exceptional brand new luxury property – elegant, discreet, serene yet at the same time intimate, private and sophisticated – with an incredible attention to detail entirely conceived the highest comfort standards, not to mention an unparalleled location in the heart of the Passeig de Gràcia, the Barcelona Golden Mile.

The look and feel is authentic luxury, way above the luxury lifestyle positioning which Melia had initially planned for the ME brand. With an ideal room count of 150, more than half being suites, ME BARCELONA is without any doubt much higher positioned than the Gran Melia brand. The rooftop terrace offers breathtaking vistas over Plaza Catalunya and Sagrada Familia. The full transparent glass enclosed swimming pool is one of the many WOW factors which the hotel boasts.

Unlike most of the other ME properties in operation which were all designed by a world renowned architect Norman Foster (ME London), Zaha Hadid (ME Dubai), Aldo Rossi (ME Milan), ME BARCELONA was designed by a hugely talented and renowned architect too, nevertheless, there is less emphasis on the architect / interior – the property is simply ME! Luxury at ME BARCELONA is about desirability rather than the traditional sense of luxury, both tangible and intangible.

First impression when entering the majestic hotel is that of a cocoon, instilling effortlessly a sense of exclusivity and prestige. The entrance which is accessed through a relatively small door gives way to a sleek interior design, with furnishings, lighting, materials and finishes of the same standards as any other top luxury hotel brand in the world.

With the new ME BARCELONA, the brand has maintained its predominantly younger target guest, nevertheless it has significantly broadened its reach – with the majority of guests (including local non-resident guests) sporting a slightly more elegant attire. Gastronomy is superlative, with no less than 4 distinct outlets, each with its very distinct style, menu and offering – but also in tune with time of the day.

Contemporary Art is predominant throughout the entire hotel, whether through painting, digital art work or statues. With ME Barcelona, Melia has recreated a concept lounge which encloses the most exclusive collaborations of the hotel – whether it is a private tasting or a visit to a bespoke shoemaker. The newly opened lounge feels more like an artistic atelier creates the liaison between the hotel and the city aiming to achieve ultimate authenticity.

Rooms and suites are abundant in natural light with a a scheme of beige and light grey. You will love the flawlessly executed  wooden floors but also the abundant wooden furnishings. The pre-arrival set-up of my suite was simply immaculate – crisp, fresh and truly luxurious, recreating the feel of a sanctuary. Bedding is yet another highlight – with an impeccable mattress and custom high-thread linen of a very novel daring mix, which lends the masculinity angle of the overall interior design of accommodatios.

Lighting was another major focus for the ME Barcelona, with the ultimate comfort in mind, whether reading a book or simply watching a movie. Lighting is also practical and functional – easy to use and adapt to different intensities. The meticulous attention to lighting is omnipresent throughout the entire hotel, including public spaces. Mention must also be made that all accommodations benefit from a work station for those on a business trip

The state-of-the-art bathrooms are spacious inspiring the mood and feel of a private Spa. All accommodations feature separate glass enclosed walk-in power showers with high water-press and and custom Co-Bigelow bathroom amenities. Porcelaine and marble tiling, fixtures and decor elements in the bathrooms are of the finest luxury quality. You will be pampered with a signature candle but also with the finest towels and bathrobes.

Tierra is the all-day-dining venue of the hotel serving contemporary and healthy Mediterranean cuisine with a huge garden that you will never want to leave. A lavish buffet breakfast can be followed by a pre-lunch vermouth in the best ambience as well as a memorable dinner experience. Do not miss the Égoiste Spa, a cozy heaven of wellness, designed and adorned with exquisite black marble – proposing a wide range of treatments, from facials / skincare (Anne Semonin) to body treatments.

Overall service is of a good standard, especially considering the hotel is less than a year old. Some of the staff truly stand out and are well bonded and blended as a team – they have a great vibe and motivation to extend consistently high customer service. There are also staff, but at a much lesser extent who still need to blend in – but this could be just a matter of time. Despite variety, presentation and quality of food, breakfast has it to improve. Compared to many other established luxury hotels who are still challenged by staffing, ME BARCELONA has achieved high service standards relatively fast.

ME BARCELONA presents Melia with an exceptional opportunity to reposition the brand as luxury, but not necessarily lifestyle. With the new concept, ME BARCELONA no longer competes with W Hotel Barcelona, The Barcelona EDITION or Nobu Barcelona. It is no in direct competition with Almanac, Sir Victor, Monument Barcelona, Intercontinental Barcelona, Cotton House Barcelona. Should service improve exponentially, which I have no doubts), ME BARCELONA will very fast rank in the top 3 luxury hotels of Barcelona.

Oliver Petcu in Barcelona

 

 

 

 

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