Corona Extra Beer Builds Temporary Madrid Hotel Out of Garbage

Normally when you think of Corona Extra beer, an open longneck bottle with a wedge of lime usually comes to mind.

Well, how’s this for a new image?

On January 17, 2011, Corona Extra beer built a hotel in the central Callao Square in Madrid, Spain. A hotel built with twelve tons of trash reclaimed from various beaches in Europe.

The temporary hotel, which will remain up through January 23, 2011, is part of an ongoing project by the beer company to draw attention to the Save the Beach campaign.

The dates of this phase of the project coincide with the celebration of Fitur, one of Europe’s most important International Tourism Fairs.

Prestigious German artist HA Schult designed the Save the Beach Hotel and said of the project, “The philosophy of this hotel is that it shows the damages that we are causing to the sea and the coast; it reflects how things can end up if we do not take care of our planet. We live in the era of trash, and we run the risk of becoming trash. Do we really want such a world?”

The hotel can be visited between 11am and 7pm daily. Ten people a night are also being allowed to spend the night in one of the five double rooms of the hotel. There is no cost for lodging, but basically all each room has is a bed to sleep on, one I believe is also made of garbage.

Definitely not for the germaphobe.

Want to know more about the Save the Beach Hotel, visit the Corona website or check out the video about the project.

What do you think of this project? A well-done publicity stunt, or do you think it’ll actually make an impact, as they intend?

[Photo courtesy of Corona]

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I'm Michelle Snow, the writer and creator of Zengrrl. I write about travel, entertainment, women's issues, health, body positivity, and more, both for this blog and freelance. I have also authored/co-authored four guidebooks on Orlando and Florida. If you aren't already following me, the links are below, as well as on the top right of this page. Thanks!

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Comments: 4

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  2. Aly January 22, 2011 at 1:58 am

    Hm, interesting idea. But I don’t know how I feel about the execution. It seems too gimmicky, people will talk about it for a week and then forget it. It doesn’t provide a long-term solution that many people will use.

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  4. Jeff Wetherington January 21, 2011 at 12:09 pm

    I think I’m going to go with well-done publicity stunt.

    I’m not a germaphobe, but if this stuff has not been properly recycled (the Corona website is not exactly brimming with detailed information on the project)I’d really rather not even enter the “hotel”, much less sleep in one of their beds.

    Now, if everything has been processed and sanitized, that might be a different story, lol.