Puro Beach club to open in Illetas
It may only be January, but the papers in Mallorca are already predicting a hot summer ahead with new openings and changes for the 2017 season. Reports today say that the Puro brand is expanding its Scandi empire down the coast to Illetas with the opeing of a new beach club in time for summer.
Puro, in its purest form was the brainchild of Swedish traveller, Mats Wahlström, who saw potential in an abandoned 14th century palace in Palma old town and created the haven of clean, calm, cool that is the Puro Urban Oasis hotel. Puro Beach club in Cala Estancia soon followed – a lifestyle statement and haven of uber relaxation for those far too few 'time rich, cash rich moments' enjoyed all too seldom by chic travellers.
Now, the Puro brand has expanded to include beach clubs in Barcelona, Dubai, UAE, Vilamoura and Marbella, and has employed some talented young architects from the Koolhas studio on its interior design makeover. We can now add the name of Illetas to that list as Puro has bought the existing Virtual Club Balneario in the resort and plans to have it ready for the new season.
Virtual club is already set up for beach club activity, with lots of sunbathing areas, restaurant, night club, and plenty of events taking place there. It is certainly in a much more accessible area for the centre of Palma and it will be interesting to see just how it transforms now it belongs to Puro.