JO&JOE expands its new open house experience to South America

Jun 21, 2018

Accor brand JO&JOE is taking its ‘poshtel’ concept to South America. By 2020, JO&JOE will open a new property in the Cosme Velho neighbourhood of Rio de Janeiro, Brazil. It will be the first JO&JOE to open outside of Europe. “AccorHotels has been investing in Brazil for 40 years, and the purchase of this architectural landmark only strengthens our commitment to the country’s growth,” said Patrick Mendes, CEO of AccorHotels.

The new JO&JOE experience in Brazil will cover an area of 3,520m2 built on a 6,000m2 site. It will feature a total of 350 beds, including 70 rooms and apartments that can accommodate up to 10 people, as well as private homes and penthouses. The complex will have restaurants, social areas, pools, a barbecue and a co-working space so that everyone can enjoy their stay. “We are betting on this location and will transform it into an incredible place to attract tourists and locals,” Mendes, explained.

The large bar at the heart of the open house will be one of the main attractions, staying open until 2am, with beer and cachaça specialties, and a capacity of up to 300 people. A juice bar is also planned for those seeking a healthier option. A cultural and artistic space will additionally be part of the project, including an area for celebrations and events. Minibuses will transport guests to Copacabana and Ipanema beaches, as well as world famous surfing destinations, Grumari, Joatinga and Prainha. “This lifestyle destination aims to become and remain one of the main hotspots in the city both for travellers and locals,” said François Leclerc, VP Brands & Operations, JO&JOE.
The concept of the project was a collaborative effort to completely regenerate an architectural complex of great importance to the city of Rio de Janeiro, arousing the interest of both locals and tourists and involved the spatial and technological updating of the environments and adapting them to the needs of the predominant youth market. The focus of the regeneration was to expand naturally into the surroundings, involving other points of interest in the neighbourhood.

AccorHotels bought the six houses that make up the architectural complex of “Largo do Boticário”, in Cosme Velho, in the south of Rio de Janeiro for R$20 million, and will invest an additional R$30 million in renovations and furnishings. The company has committed to carry out the regeneration and complete restoration of the complex, including preservation of the surrounding native rainforest, which was heritage listed by the State Institute of Cultural Patrimony (INEPAC) in 1987, in line with the original design. AccorHotels will produce and publish a book that tells the story of “Largo do Botícario” showing the development of the architectural restoration work, carried out under the supervision of INEPAC.

About JO&JOE
Launched in September 2016 and designed to meet the expectations of millennials and anyone who embraces their attitude to sharing, spontaneity and experience, JO&JOE is the latest lifestyle addition to AccorHotels’ Economy brand portfolio. This new hospitality concept blends the best of hotel, hostel and private-rental formats, offering a completely revisited and disruptive experience in terms of design, food and beverage, service and customer experience. The concept is designed to foster interaction and the collaborative spirit of community, thanks to the common areas that are open to both the outer and inner worlds of each location. They are also committed to creating a buzz around the place, rejuvenating the local community and creating an unforgettable experience for locals and travellers alike.

Source: Largo do Boticário” welcomes the first JO&JOE Open House in South America – AccorHotels, 20 June, 2018