Atipico is born in Madrid — the first in a new line of urban hotels designed to feel like home

• Located on Madrid’s iconic Calle Alcalá, this new hotel venture by Habyt goes beyond the traditional concept of accommodation to become a place to stay, work, and rest — offering an experience that blends design, comfort, and authenticity.
• The hotel features 118 contemporary rooms crafted with natural materials and warm light, offering an urban experience across single, double, and family rooms, some with private terraces. For its first year, Habyt expects revenues exceeding €3 million and an average occupancy rate of 75%.

Madrid, October 17, 2025 – Madrid welcomes the world debut of Atipico, the first hotel under Habyt’s new brand and a key milestone in the global leader’s expansion strategy across Europe. With this opening, Habyt introduces a hospitality concept that reimagines the urban stay with one clear goal: to make every guest feel at home.

Located at Calle Alcalá 164, near the Plaza de Toros de Las Ventas, Atipico emerges as a different kind of proposal — a space that transcends accommodation to become a place for living, working, resting, and connecting. Inspired by the idea of feeling at home away from home, the hotel offers a warm, flexible, and contemporary experience designed for those who see travel as an extension of how they live.

The brand is built on the belief that modern hospitality must adapt to diverse types of travelers and embrace transversal trends such as wellbeing, coworking, social interaction, self-service, and the blending of work and leisure.

The property includes 118 rooms with capacity for more than 190 guests. Its design welcomes diverse profiles — from digital nomads and business travelers to urban explorers — all seeking authenticity, comfort, and connection.

“With Atipico, we take another step toward transforming how people live and connect when they travel. We wanted to create a concept that combines flexibility and contemporary design with human warmth. At a time when travelers seek authenticity, Atipico offers a new way to feel at home in the heart of the city,” said Luca Bovone, founder and CEO of Habyt, during the hotel’s inauguration.

An Atipico hotel: Far from the ordinary, closer to home

Atipico was born in Madrid with the ambition to transform how we understand urban hospitality. More than a hotel, it is a concept that combines the warmth of the familiar with the thrill of discovery — offering a genuine, flexible, and human experience.

Its uniqueness lies in a vision of hospitality that puts people at the center: spaces designed to inspire belonging, foster connection, and adapt to the different rhythms of modern life. Every detail serves a purpose — to create places with soul, where comfort and authenticity coexist naturally.

Its motto, “Far from the ordinary, closer to home,” captures the brand’s essence: an invitation to find the extraordinary in the everyday and to feel at home wherever you are in the world.

A design made to live the city

Atipico’s interior design embraces a relaxed, contemporary aesthetic — natural light, noble materials, and an atmosphere designed for comfort. Rooms with terraces, shared spaces to work or unwind, a gym, and a rooftop with city views all reflect a modern, cosmopolitan lifestyle.

More than in its decorative details, the hotel’s connection to Madrid lives in its attitude: open, dynamic, and welcoming. Atipico blends into the city’s rhythm and spirit, becoming a meeting point for travelers who value authenticity and the energy of everyday life in the Spanish capital.

“Madrid perfectly embodies what Atipico stands for — an open, vibrant, and welcoming city where tradition and modernity coexist naturally. It was the ideal place to bring this brand to life — one that celebrates connection, emotion, and the beauty of the everyday,” added Bovone.

A strategic milestone for Habyt

The opening of Atipico Madrid marks a key step in Habyt’s European expansion plan and has created over 20 direct jobs, from hotel management and reception to guest experience operations.

The launch of Atipico reinforces Habyt’s strategy to build a diversified brand portfolio, each with a distinct value proposition. While Habyt focuses on flexible living buildings for both long and short stays, Atipico positions itself as a new-generation urban hotel — one that combines design, warmth, and flexibility.

In its first year, the brand expects revenues above €3 million and an average occupancy rate of 75%, reflecting strong interest in a hospitality model aligned with the latest trends in urban travel.

Atipico is envisioned as a living, evolving project — one set to expand further across Spain, Portugal, and Italy, always guided by the same idea: urban spaces with soul that celebrate the beauty of the everyday and the thrill of the new.