An update from the front lines of trying to open O Portalzinho
aka when will I get that dang place open?
I’m a brand strategist now opening O Portalzinho, a 9-room hotel for people who like people, in Paraty, Brazil in the upcoming months. For a quick 101, read this. During this opening prep, I’ll be sending casual updates into the process, alongside some of my regular brand strategy dispatches.
What in the world have we been up to at O Portalzinho (“The Little Portal” 🗝️)???
It’s been over a month since my last update, so I finally had a few spare minutes to record an update today. If you want to see what it’s like to see someone maybe losing it 😂 trying to open a brick + mortar business, you can watch this video:
O Portalzinho “é uma pousada pra quem gosta de gente” – a hotel for people who like people 🤗
If you’d like to get future updates, sign up on oportalzinho.com 📨 I’ve also been sharing more behind the scenes on Instagram if you’d like to follow along there. Highly recommend if you like in progress paint photos.
In case you missed it:
Other branding bits and bobs:
Businesses used to be so much more interesting. That’s the main thought I had reading this piece on the “tumbleweeds” that lived at the Parisian bookstore Shakespeare & Company. When I worked at hostels for free in exchange for stay, I kept wondering how something like that was still legal with labor laws, but it was one of the best times of my life (and what’s majorly inspired me opening O Portalzinho now!). Has got me wondering how to inject more of this spirit of unconventional and not straightforward community-building into my business.
The branding trend of gyms as nostalgic sporting clubs is no surprise, given our longing for clubs and third spaces, and the recent resurgence in preppy branding. Not everyone is a hard core gym head. This made me think about the rundown fitness club in my hometown where I worked my first job at the poolside snack stand in the summer — it didn’t just have a gym but pools for the kids, squash courts, a lobby bar and grill.
I’ve really gotten into 60 Minutes lately (yes I am that cool) and I loved this clip on the dedication to craft at Hermes. I had no idea, and I loved the CEO’s responses about craft, things taking the time they take, and how they’re training the next generation of employees. Really worth a watch even if you have no interest in Hermes. Fun fact: The most baller Airbnb I ever stayed at was owned by an heir of Hermes in the countryside in Brazil. We got a ridiculous deal since it was during the pandemic. Was so beautiful and they were super chill about my St. Bernard Penny. So I’m an even bigger fan of Hermes now.
This case study of Skims put into words a lot of thoughts I had but didn’t know how to articulate about buzzy brands like Skims and Rhode. One excerpt: “Product is king, but brands with enduring power combine their innovative product with an emotion in culture. Despite the brands massive cultural presence, Skims doesn’t reflect an articulated emotion. Skims social editorial has been hailed as the new magazine covers, but content is not a brand story.
Ok tchau until next time!! Beijos!
Stressed and grateful are two emotions that go hand in hand! Ask me how I know 🙃 loved this update! Thanks for sharing.