These are times to create and evolve concepts through the design of unique experiences, and part of this reconnection is staged in a space that must be reinvented and in which to incorporate brand elements to generate more attraction (more sales) and more loyalty. Offering a powerful brand with which to shine among an extensive range of avid customers and stimulate direct sales, and regain the confidence of the traveler, differentiate and stand out as “one of a kind” will be key during the recovery.