Branding. Concepts. Ideas

If I could get my hands on…

A midcentury marvel in the Algarve.

I’ve been daydreaming about the Aeromar Hotel on Ilha de Faro—the 1970s midcentury marvel designed by Manuel Gomes da Costa. There’s something irresistible about its period features: an inglenook fireplace in the lounge and those stately marble staircases that seem to transport you into a futuristic past. If I could get my hands on this place, I’d bring it back to the forefront of design, polishing its “South Modern” style so it once again stands out among the Algarve’s hotels.

Gomes da Costa was part of a group of Portuguese architects—Algarvian by birth—who came home from South America in the early 1950s, pockets lined with fresh ideas and bold convictions. Influenced by luminaries like Le Corbusier, Frank Lloyd Wright, and Oscar Niemeyer, they embraced “tropical futurism,” weaving together nature and cutting-edge design in ways Portugal hadn’t really seen. Back then, Faro was criticized for its lack of character, so these architects took it upon themselves to give the city a modernist face-lift—one that, for a while, made it feel like the Palm Springs of Portugal (though I’ll admit that’s a bit of a reach).

But what if we gave Aeromar a new lease on life, reintroducing the kind of streamlined look that propelled Faro’s midcentury boom? I picture light-filled rooms with sleek lines, a lounge area that pays homage to the building’s original Neo-tropical flair, and a restaurant that’s decidedly simple but bursting with local flavor—fresh-caught seafood and a relaxed, beachy vibe. It’s a recipe for a design-forward destination that caters to both style devotees and everyday travelers seeking sun, surf, and proximity to an airport (just five minutes away).

What’s more, Aeromar sits on a sliver of dune-ringed paradise in the Ria Formosa Natural Park. I can already see guests sunbathing on miles of pristine beach, then returning for cocktails in a lounge that channels a breezy 1960s optimism. It’s the kind of hotel that could be a stage for surfers catching early-morning waves, design buffs snapping photos of artful angles, and savvy travelers looking to roll out of bed straight to Faro International for the first flight home.

All I need now is a few like-minded folks to help bring this vision to life. With a thoughtful revival of its midcentury bones, Aeromar could become that rare gem—profitable yet deeply authentic. It’s a chance to not only celebrate Gomes da Costa’s legacy but to spark a new wave of modernist appreciation in the Algarve, one that marries timeless aesthetics with the natural beauty of the Ria Formosa. There’s every reason to believe it can shine once again—after all, it was built to stand out in the first place. Who’s in?

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