The Axel hotel brand is a hetero-friendly hotel group on a rapid expansion course. The hotel chain is specifically geared to the LGBTQ community and aims to create free spaces where sexual diversity is welcome and promoted. For their Madrid location, interiors studio El Equipo Creativo transformed the 19th-century palace into a modern design hotel. The bold use of color blends old and new in an elegant fashion while creating spaces that invite both rest and play. That element of sexy playfulness is at the core of the Axel brand and their marketing campaigns.