The Inhotim Institute, the largest open -air museum in Latin America, has been changing management, which aims, among other points, long -term sustainability (both financial and with regard to art and nature).
And it is in this scenario that a new partnership is born between the museum and Clara Resorts, a group of independent hotels, led by Taiza Krueder, who besides being a businesswoman is chef. The presence of a hotel so close to the museum tends to attract more tourists, who may also be interested in staying in Clara Arte, the group’s third unit. Thus, the partnership is seen as a “winning win” by the institute.
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In 2024, the Inhotim Institute reached a visitation record for the last seven years, with more than 335,000 visitors in the year. With an eye on this, the executive bought land next to the museum and built the 5 -star hotel with exclusive entry to the museum and promises a luxurious experience for tourists.
With an investment of R $ 200 million, the work was completed in 2024 and the hotel was inaugurated for guests in December. It is now open to the public, which can make reservations directly on the official website.
Why Brumadinho?
There is a symbiotic relationship between Minas Gerais and the Institute. The city is the headquarters of the museum and is marked by the tragedy of 2019,
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The museum has been reinforcing more and more in job creation, tourist attraction or even the region’s restructuring – which still suffers from tragedy remnants.
Reflecting this, Krueder also points out that the location of the hotel is strategic: it is the third unit of the group, which until then was only in São Paulo (Clara Ibiúna and Clara Dourado), and expects to host the visitors of the city and inhotim with a Differentiated experience.
“We have also talked to Mayor Gabriel Parreiras (PRD) about incentives and actions that we can develop together. The conversation has been productive. He has a good idea and a lot of will. The intention is that more and more Inhotim will be more present in the city, whether with works, landscaping, among other characteristics, ”says the executive.
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From a business point of view, the hotel has a clause in the partnership contract in which he has exclusivity throughout the Inhotim area at least until 2031, being the only option available to tourists near the museum. “We have made a high investment and given that we guarantee that we will not have competitors in this area of the museum,” says Krueder.
New era of luxury?
Hotel Clara Arte offers full pension with non -alcoholic beverages included, 46 bungalows, as the rooms, two air -conditioned pools, sauna, spa, two restaurants, playroom, gym and event space are called. All accommodations have a double bed, sofa and the “Baby Cup”, which includes coffee machines, microwave, water filter, minibar, bathtub and fireplace.
The guest pays only for alcoholic beverages consumed at their time of stay. Prices vary, but a beer can cost about $ 18 and Aperol Spritz, for example, can cost $ 99.
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To stay in Clara Resort you need to pay between $ 2,300 and $ 6,400 in low season. Prices may be salty depending on the day of the week and period of the year.
The concept of the hotel seeks to integrate art and nature, and an example of this are the paintings of Inhotim by the hotel, as well as the covered pool that is signed by José Patrício, visual artist from Pernambuco.
Given what it already offers, the hotel can achieve the status of a 6 -star resort soon. “There are still some structures such as volleyball, soccer, tennis we already offer in other hotels, for example,” says Krueder in an interview with Infomoney. According to her, the hotel expansion begins in the coming months, with the construction of another 31 rooms, including the courts.
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Nevertheless, it pushes the idea from the 6 stars and says that the expectation of what luxury is and what the customer expects has changed over the last few years. “In the old days a luxury was to have silver talk. Today luxury is suddenly having a museum on your door or someone who takes care of your children for you and your husband enjoying the place as well. The concept of luxury has been changing with new generations seeking much more experiences than luxury items itself, ”he says.
In addition, it reinforces that luxury today is also related to the commitment of transparency and sustainability to the environment. “The values that the hotel has also needs to contribute to acquire this status: you can’t be six stars stealing in the game [da indústria]throwing garbage and plastic on all sides without worry, ”he says.
