Case Study of the Investment Project for the “Nouri” Hotel Complex

The company’s core vision is to become an eco-friendly mountain resort offering guests a harmonious blend of relaxation, nature and sustainability, while uncovering the potential of investment opportunity Armenia has to offer. The project enhances the country’s tourism portfolio by capitalizing on the growing global demand for ecotourism and sustainable resorts, positioning Armenia as a leading destination for nature lovers and environmentally conscious travelers.

Every aspect of the resort, from its architectural design to its operational practices, is centered around sustainability without compromising on comfort or elegance. The resort is characterized by its breathtaking views, integration with the natural environment, and a broad range of services that connect guests to nature and local cultural traditions.

The project’s initiators dedicated approximately six months to identifying an ideal location for the mountain resort. A key advantage of the selected site is its strategic positioning: situated equidistant from Yerevan and Tbilisi, the resort serves as a unique bridge between the capitals of Armenia and Georgia, drawing visitors from both nations.

The founders of “Nouri” engaged Mixxup in the early stages of the project, after preliminary architectural concepts had been developed.

To evaluate the project’s feasibility, a comprehensive market analysis was conducted. Based on the real estate investment project analysis, a proposal was prepared recommending the development of a multifunctional mountain resort. This led to a reassessment of the initial architectural and branding concepts, which were found to be misaligned with market expectations and unlikely to generate sufficient demand, having a low profitability.

A new project concept was developed through collaboration between Blank Bureau and Irregular Lab, encompassing everything from the resort’s name and logo to the restructuring of the architectural image.

The resort’s branding reflects elements unique to the region. Its name, “Nouri,” is inspired by a traditional local doll also known as the “Bride of the Rain.” The logo and other design elements incorporate floral motifs native to the local landscape.

The architectural design of the hotel features expansive glass windows and balconies, allowing guests to enjoy panoramic views of the stunning natural surroundings. The resort strikes a thoughtful balance between urban sophistication and natural tranquility, incorporating flowing water features and green surfaces. This seamless integration of the organic and the modern provides guests with a comfortable, immersive experience in nature.

Following the finalization of the project concept, Mixxup developed a detailed and comprehensive business plan outlining all stages of implementation.

The resort’s main offerings include:

1. Accommodation: Eco-friendly rooms constructed with natural materials, offering spectacular views of Armenia’s natural landscapes.
2. Restaurant: A 100-seat restaurant serving dishes made from organic, locally sourced ingredients, alongside a café-bar offering a variety of eco-friendly beverages, including organic wines and teas.
3. Workspaces: Conference and business facilities for meetings and events.
4. Additional services: A wellness center, active recreation programs, event hosting, swimming pool, gym, and sauna.

The resort’s distinctive concept and diverse amenities cater to a wide range of visitors, especially:

– Families looking for safe, engaging experiences that cater to both adults and children.

– Eco-conscious travelers seeking premium, environmentally sustainable accommodation and authentic cultural experiences.

– Corporate clients in search of unique venues that combine productivity and leisure, away from urban distractions.

To attract investors, Mixxup has developed a suite of marketing and presentation materials, including a website, brochures, and presentations. These tools allow for a clear and compelling presentation of the project’s vision to potential investors. If you’re interested in hospitality sector investment, Mixxup also supports investor negotiations and facilitates the investment process. Our involvement spans all phases of the project-from concept development and property acquisition to business planning and investment attraction.