Inside UMusic Hotel Madrid with General Manager Iñigo Sánchez-Crespo Ateca

The inspiration behind UMusic Hotel Madrid came from the belief that music has the power to transform the way we experience hospitality. We wanted to create a space where every stay feels like a performance, where guests don’t just visit a destination but become part of its creative rhythm.

The concept brings together a historic theater—one of Madrid’s cultural landmarks—with a contemporary hotel designed for discovery and connection. Every detail, from the stage lights that frame the lobby to the curated playlists in each room, reflects music as a universal language.

Bringing this vision to life required close collaboration between architects, designers, and Universal Music Group’s creative teams. Together, we created a new kind of hotel—one that blends design, storytelling, and entertainment into a seamless experience.

What we believe resonated most with the judges is how UMusic Hotel Madrid redefines what a hotel can be—not just a place to stay, but a living stage that celebrates creativity, community, and connection.

Its strength lies in the way it integrates the soul of a historic theater with the comfort and innovation of modern hospitality, seamlessly blending architecture, entertainment, and emotion. Every space tells a story shaped by music. It’s a design that doesn’t just look beautiful; it feels alive.

The greatest challenge was capturing the true spirit of UMusic Hotel Madrid, a project that exists at the intersection of design, entertainment, and emotion. Translating that multidimensional experience into a submission meant telling not just a visual story, but a human one.

We needed to show how a hotel can function as a performance venue, a creative incubator, and a community space all at the same time. Our team worked across disciplines, combining architectural storytelling with the cultural narrative of Universal Music Group.

Modern travelers are looking for more than comfort; they seek meaning, connection, and authenticity. UMusic Hotel Madrid was created for this new generation of explorers who value experience over accommodation.

Our concept blends design, entertainment, and culture into one seamless journey. Guests can attend a live performance in the historic Teatro Albéniz, connect with local creatives, or simply unwind in a room where the music and atmosphere reflect their personal mood.

Winning the MUSE Hotel Awards reinforces our belief that music can transform the way people experience travel. This recognition validates not only the team behind UMusic Hotel Madrid, but also the broader UMusic Hospitality & Lifestyle vision—one that connects entertainment, hospitality, and culture across the world.

It opens doors to new collaborations with creative partners, developers, and cities that share our commitment to cultural storytelling. It also strengthens our foundation as we expand globally, with new UMusic Hotels and UMusic Shops planned for destinations such as London, New York, and beyond.

At UMusic Hotel Madrid, sustainability begins with respect for the building’s heritage, the local community, and the environment. Restoring the historic Teatro Albéniz allowed us to preserve an iconic landmark rather than rebuild from scratch, reducing our footprint while giving new life to a space with deep cultural roots.

Beyond architecture, we focus on conscious design and responsible operations. Materials are locally sourced where possible, energy systems are optimized for efficiency, and digital tools help reduce waste across guest touchpoints. But for us, sustainability also includes cultural continuity—creating a model that supports local artists, small producers, and neighborhood economies.

Luxury, in our view, is no longer about excess; it is about purpose and care. Every detail reflects that balance between comfort and conscience.

UMusic Hotel Madrid is a place where hospitality and music come together, where guests don’t just stay in a hotel—they experience its rhythm.

What makes this hotel truly special isn’t only its design or performances; it’s the way it connects people through shared emotion. Every day feels a little different depending on what’s happening on stage, in the lobby, or on the rooftop—and that energy is what our guests remember most.

This recognition reinforces our purpose and motivates us to keep raising the bar for what music-driven hospitality can be. Moving forward, our focus is on evolution rather than repetition—taking what we’ve learned in Madrid and applying it to new destinations while tailoring each project to its local culture and creative scene.

Internally, we will continue investing in our people—our most important asset—and in creative partnerships. Our commitment is simple: to keep creating spaces where guests feel inspired, connected, and part of something larger.

One of our most memorable moments came from a guest who attended a concert at the UMusic Teatro Albéniz and decided to stay the night at UMusic Hotel Madrid. The next morning, she told our team how special it felt to wake up still immersed in the atmosphere of the night before—the same creative energy, but now in a more personal and relaxed way.

That moment captures exactly what we aim to create: a seamless connection between hospitality and emotion, where the spirit of the stage extends naturally into the guest experience. It reflects what we mean when we say “living the music,” and moments like this remind us why we do what we do.

I hope this recognition inspires others to look beyond traditional boundaries and view hospitality as a platform for creativity, emotion, and cultural impact. UMusic Hotel Madrid proves that a hotel can be more than a place to stay; it can be a stage where people connect through shared experiences and artistic expression.

Our win shows that innovation isn’t only about technology or scale; it can come from bringing authenticity, storytelling, and local culture back to the center of design.

If our project encourages others to take creative risks, collaborate across industries, and build with purpose, then we have achieved something far greater than an award.

What sets UMusic Hotel Madrid apart is the way innovation is used to amplify emotion rather than replace it. Every creative element, from design to technology, serves a single purpose: to make guests feel part of something larger than themselves.

We introduced a “Stay as a Performance” concept, where music, lighting, and storytelling shift throughout the guest journey, echoing the rhythm of a live show. Our in-room experience includes curated playlists tied to mood and time of day, while digital touchpoints—from IPTV to the UMusic app—connect guests with exclusive content, artist collaborations, and local events.

Equally important, we transformed the hotel into a community stage, hosting unplugged sessions, creative residencies, and collaborations with emerging artists. These experiences turn hospitality into a living expression of culture, where innovation and artistry come together.

The journey of UMusic Hotel Madrid was only the beginning. Our next chapter focuses on expanding the UMusic Hospitality & Lifestyle ecosystem internationally, with upcoming UMusic Hotels and UMusic Shops in key cities around the world. Each destination will interpret the brand through its own cultural rhythm, connecting local communities with the global music scene.

We are also evolving our digital platforms to create more immersive, direct-to-fan experiences, bridging our hotels, retail, and live entertainment into one connected universe.

Start with purpose, not with a building. The most memorable projects are the ones that have something meaningful to say. Design should never exist in isolation; it should tell a story, move people emotionally, and create a sense of belonging.

When a hotel has a clear narrative and every element contributes to it, guests feel it instantly.

My final advice is simple: build with emotion, collaborate openly, and stay true to the story you want your space to tell.