A seaside hotel in western Greece is setting new standards in adaptive reuse, the circular economy and meaningful luxury.
Nikos Karaflos, a Greek entrepreneur with an engineering background, acquired a derelict 1920s winery and converted it into Dexamenes Seaside Hotel.
On one of the most unspoiled stretches of the western Peloponnese coastline, the hotel at Kourouta beach has now been open for six seasons.
In conversation with Patrick Whyte, editor-in-chief, Hospitality Investor at the R&R Forum 2024, Karaflos explained: “I was born and raised in the region, and the winery was a local landmark when we were growing up. We did projects at school where we interviewed people who used to work at the winery, and we learned about grape harvesting.”
The brutalist industrial design of the winery’s thick concrete blocks and steel fermentation drums has not only been preserved in the hotel conversion but celebrated.
“I met architects [Greek firm K-Studio] who were in favour of preserving everything and upcycling all the ‘waste’ material,” he said. Original pieces of concrete and industrial waste, for instance, have been made into coffee tables and other items.
When the hotel opened, the publicity generated by the surprising and sympathetic three-year restoration made a positive impact on the hotel’s business performance. Guests had seen the photos and read the hotel’s unique story before arriving.
It was locals and passersby who were more sceptical. “At first, they would ask: ‘Is that a construction site?’ They found it too unfinished to be an operational hotel, but when we explained the history, they started to respect and like it.”
Was Karaflos worried that the buildings were too brutal and hard for a luxury hotel? “No. With the right details and with soft fabrics, we have made it friendly,” he replied.
In fact, some aspects of the industrial facility were perfect for hotel conversion. The site is dominated by two concrete blocks, each divided lengthwise into two rows of ten wine storage tanks. Measuring 5m by 6m, these spaces were perfectly sized to become hotel rooms, each with ensuite bathrooms and a shaded patio. The rooms open outwards onto the sea, just a few metres away.
The space between the two blocks has been transformed from an industrial scrapyard into a peaceful, meditative garden, with a shallow pool, reflecting light and providing a cool breeze.
For Karaflos, the hotel embodies “meaningful luxury” which is based on its holistic and sustainable ethos. This includes no plastics, 90 percent of energy supplied by solar panels, and a programme of arts events, with resident artists presenting performances, installations, and exhibitions throughout the summer season. The hotel is also certified as a Great Place to Work.
Even with the sea just a few metres away, a more conventional luxury hotel might have included a swimming pool as a standard amenity. But the architects and Karaflos did not for two reasons: not to deviate from the original layout, and not to waste water unnecessarily.
“Sustainability has to be real and soulful otherwise it’s greenwash,” he said. “We design and deliver meaningful experiences for the guests. My goal is to create services and events that are fun and educational.”
Amongst sessions on art, design, and wine tasting, Karaflos said: “We think as guests rather than operators” and he had a special mention for a multi-media workshop on the history of fermentation and its cultural importance in making wine, beer and bread.