This Philippe Stark-designed ode to hipness, in a former abandoned grain warehouse in the newly redeveloping Puerto Madero area, is aimed squarely at models, actresses and pop stars—as well as the accompanying managers and executives who run the creative enterprises of the world. Three km from the Microcentro area, this unusual and innovative property is the polar opposite of the Four Seasons and Alvear Palace, a contrast of new money versus old.
There is no lobby as such, just a long red hallway with red rugs topped by rectangular leather banquettes in the middle. From there the bilingual "experience manager" latches onto the guests, handing them a phone that works throughout the hotel, promising to be at their beck and call throughout the stay. (That's how it works in theory anyway, but even experienced managers need meal breaks and days off, so the system exasperates some guests.)
Public areas are strategically lighted and each has its own musical soundtrack. The lounge is surprisingly retro for a Stark property, with candelabras and antiques from Argentina's gilded age giving it the feel of a glamorous 1920s lounge. The casual Mercado restaurant has a Latin American feel, with lots of brick, heavy wood, and regional antiques. A large patio outside features a fire ring and red bulbs strung overhead. The more formal Bistro restaurant is the most unusual space: mostly white-on-white, with a few red accents, it is topped off by large chandeliers and unicorn heads on the walls.
The attractive outdoor pool with bar is surrounded by beautiful people from September to April, but the scarcity of lounge chairs makes some guests feel like they're getting the velvet rope treatment at a hot nightclub. A well-equipped gym and spa includes a Turkish hammam with scrubdowns. Two theaters—El Cabaret and The 
Purple Room—add to the experiences on site, with continually changing shows on offer: tango performances, rock bands, plays or chamber music.
Meetings for up to 350 mostly occur in multi-use outdoor spaces or the theaters, but a staffed business center offers free Internet access and Wi-Fi is gratis throughout.
The red and white theme continues in the guest rooms, which display the usual hip hotel problem of form over function. Queen sleigh beds are set at an angle to the corner, making the room feel smaller, and controls for the lights and curtains are behind the bed—requiring guests to get up and fumble around for them. An endless combination of light dimmer controls is great for setting the mood, once guests figure out how to work them. Rooms are never boring, however, with hardwood floors, lots of white 
leather, red velvet curtains, and flat TVs with DVD and surround sound inside mirrored cabinets. The spacious and elegant baths, with clawfoot tubs and separate rain showers, are surrounded by a wall of glass (but with a remote-controlled curtain for the modest).
Avoid rooms on the lower two floors, which have less space and no views. Room service runs around the clock, pressing is complimentary upon arrival, and housekeeping runs turndown service.
While this unique experience is not for everyone, those who seek out surprises and the trendiest addresses around the world will be thrilled.
