Shaping the soul of hospitality.
From idea to impact.

Hospitality brand and experience studio

Bridging concepts, experiences, and internal cultures into one living brand.

At PEIRA, we see hospitality as an art form - one that shapes cultures, creates connections, and defines the way people experience spaces and moments. We are insightful trend anticipators who recognize the subtle shifts in human behavior and desires, translating them into pioneering hospitality concepts.

While the world is obsessing over AI, we’re focused on what machines can’t replicate: the ability to make people feel. Surprise. Delight. Belonging. Wonder. That’s our craft and our mission. And yes — we leverage technology to accelerate operations where it matters — but only so we can devote more attention to the human side of hospitality.

In today’s increasingly competitive hotel landscape, we help ensure your property is the one that gets chosen. Through engaging storytelling and emotional resonance, we craft brands and experiences that stand out, inspire belonging, and leave a lasting imprint.

From initial concept to experience design, brand curation to partnerships, artist collaborations to community building — we create layered, emotionally intelligent strategies that bring your brand to life across every touchpoint.

Our approach is deeply human. We operationalize brand vision into a lived culture — for both guests and teams. By translating the brand into immersive internal cultures, we turn teams into living expressions of the guest experience.

Our kindred spirits? Owners, brands, and developers looking to elevate existing destinations, launch new projects with soul, or stand out in an increasingly competitive market.

What we do

Concept | Experience | Culture — from vision to impact

  • Market Analysis
    Insights on trends, behaviors, and competitors to guide informed decisions.

    Concept Creation
    Designing unique visions that give a property its soul.

    Brand Strategy & Positioning
    Defining essence and market stance to ensure distinction.

    Brand Development
    Crafting the central brand DNA that powers identity, storytelling, and every expression — from visual identity to tone of voice and communication guidelines.

  • Guest Journeys
    Transforming the guest journey into a series of signature experiences tied to your brand.

    Masterplans
    Advising on the services a property should offer — and how to place them on the map to match concept and guest needs.

    Cultural Programming
    Curating art, music, and events that animate brand identity.

    Partnerships
    Connecting with brands and collaborators that extend reach and meaning.

  • Internal Brand Culture
    Translating the brand into a lived culture that teams naturally embody.

    Training
    Equipping teams to embody the brand with confidence and consistency.

    Auditing
    Assessing alignment between vision, guest experience, and operations.

    Communication & Distribution Strategy
    Defining how and where the brand speaks to reach the right audience.

  • Scouting and advising on unique hospitality real estate across Italy, Spain and Portugal 

Our Projects

Explore

Sound temple by Hector Esrawe

An insight on the Sound Temple commissioned by PEIRA for a hotel project.

Monocle x PURE Life Experiences

A radio interview with our founder and Monocle held at PURE Life Experiences 2024 in Marrakech.

The Future of Travel

A piece from our founder on how the cultural undercurrents are shaping our relationships with space and time.

About

An image of a modern concrete space.

PEIRA, from ancient Greek πεῖρα, means "experience".

It has a beautiful depth of meaning, referring to Experience gained through direct engagement or an attempt or trial that leads to wisdom.

PEIRA was founded by Caterina Malorni, whose journey through pioneering hospitality brands has shaped her unique vision. From working with EDITION Hotels across Miami, London, and Barcelona, to developing transformative experiences with Claus Sendingler’s Slow Hospitality at La Granja Ibiza and Tulum Treehouse, Caterina has consistently pushed the boundaries of conventional hospitality. Her work with visionary industry leaders and avant-garde projects has honed her ability to anticipate trends and create concepts that resonate with tomorrow's sophisticated travelers.


Let’s Create.

"Working closely with our clients, we design hospitality experiences that feel genuine, create connections, and become part of guests' personal stories."