Algodon Brand

I’ve recently been asked to talk a little bit about the name idea for the Algodon, so I’ll do that today. My original goal was to create a brand name of distinction, refinement and elegance- a name which conjures “a clean and pure appreciation for the good life, and a sense of refined culture.” Obviously, that’s a big order. So after much careful thought, we decided to run with the word “Algodon,” which means “cotton” in Spanish. Though my Mississippi grandparents were cotton farmers at the start of the 1900s (“when cotton was king!”), for the most part I initially associated the word with the Cotton Club days of the Roaring 20's, and even that sophisticated glamour so often associated with the 50's "Rat Pack". This was a time when travel and leisure were synonymous with culture and sophistication, and that’s the feeling I was going for. My desire is to make Algodon- both as a brand and as a destination- the modern day equivalent in an active, global lifestyle, and ultimately “a destination where the best elements of the illustrious past and the affluent present meet.” Above I’ve quoted some of the language we used when initially defining our brand identity, and I think the language that we came up with worked really well for us.

Bottom line, the Algodon brand represents a lifestyle. My goal and my company’s goal is to continue seeking out distinguished properties which encapsulate old-world charm and sophistication, and to refurbish them with modern day service, technology, and amenities.

I’ve been asked if I am looking to create a hotel chain. The answer is no. I prefer to think of this as simply a collection of exclusive properties within Argentina, which operate under the Algodon brand. And who knows? From there we may expand into other leading cultural cities of the world. But let’s not get ahead of ourselves…