Wellness studio at Selina Union Market in Washington , D . C .
funds come from a third party , so we ’ re not the property owner but we lease it for 20 years ,” Museri said . “ This allows us to grow faster than other lifestyle brands .” In each community , Selina ’ s internal design team identifies anywhere from five to 30 young artists and designers , often students , to upcycle old hotels ’ existing furniture in workshops set up especially for the projects . Items that must be purchased are frequently second-hand .
Tables and bed frames are painted and refreshed , and even 30 to 40 old vans and buses have been repurposed into features such as reception desks and bars . Although artists receive design package templates and guidance about the right style direction , Museri said “ quiet flexibility ” is allowed for their creative choices . Since items aren ’ t ordered from catalogs , Selina ’ s inhouse design team finds sympathetic replacements once something becomes unusable .
The art is to design somewhere backpackers paying US $ 10 / night for dorms feel as comfortable as those shelling out US $ 200-400 / night for suites . “ People want to feel they ’ re part of something more sustainable than traditional boutique design hotels ,” Museri said . “ If you create authentic , simple designs with lots of upcycling and a bit of an ‘ old ’ feel , you ’ re going to find that the fancy dudes are still very comfortable .”
Music events , corporate retreats and membership programs are in the cards as Selina evolves .
“ I ’ m happy we ’ ve built a platform with endless opportunities ,” Museri said . “ We ’ re here for a marathon , not a sprint , and have a consistent , disciplined focus to continue building the biggest hospitality brand for millennials and Gen Z in the world . We ’ re going wherever is interesting and experience can be the lever .”
Selina Paros in Greece is nestled on the world-renowned kitesurfing destination , Pounda Bay .