Isabella and I met over a glass of wine at La Pharmacie du Vin in Silver Lake a few years ago. We have common threads as we’re both hotel people in Los Angeles and she is from Spain, where my husband is from and where I have subsequently spent a good amount of time. Despite these connections, it was our first time meeting in person. Isabella is someone who is easy to chat with and has a calming presence. Her project in Mallorca, Spain - Casa Balandra - seems to breath this same air. I loved reconnecting with her to learn about her journey and creative process. Follow Isabella @isabelladelolmo and Casa Balandra @casa.balandra on instagram to learn more.
In a sentence (or few) how do you describe Casa Balandra and your involvement in it?
Casa Balandra is a Creative Studio, Guest House and artist Residency in Mallorca Spain. More specifically, nestled in the home my sister and I grew up in. I launched this with my sister and our dear friend Cecile back in 2019/2020. After returning to Los Angeles in 2021 after the pandemic I have been supporting as a founder/consultant in the business functions and growth of the business.
What was your process in bringing Casa Balandra to life?
Claudia (my sister and the real mastermind and leader of the brand) and I had been working on building a Mediterranean community for the few years leading up to our official launch. Casa Balandra or Balandra at the time had taken on various different shapes prior to this time including retail, informal supper clubs and design all out of our small East London apartment. However, hospitality was something that runs deep in our heritage. Having grown up in Mallorca where our economy revolves around tourism and in a household where both our father and brother were in the industry, it felt natural that Casa Balandra took flight in a physical space where we could host visitors and create unique experiences.
Is there a specific community you are attracting?
We aim to be a very inclusive community keeping our space and the nature of our hospitality very organic and not overplanned. We have been lucky to become a watering hole for artists and multidisciplinary creatives from around the world and hope to always be able to hold space for individuals who need inspiration.
Do you envision additional properties? If so, do you have a dream location?
Yes, some day! I would be lying if I didn't selfishly say LA. However, we like our tie to Europe so Mallorca and Italy feel like fitting destinations.
How does your day to day life/job overlap or contradict your experience with Casa Balandra?
In my day to day job as an experience marketer I am focused on bringing experiences to life for my clients. I always approach the creative process by envisioning what the final product or moment will feel like to our guests or customers. What will leave them walking away feeling inspired, "seen" or simply happy? If at least one person feels moved by what we create, that feels like success to me on any project.
Where do you get inspiration in the physical sense? IE specific books, museums, instagram handles. Do you have a ritual of collecting inspiration or does it find you?
I try to stay off social media for inspiration as I often feel a little caught up in the copy-cat craze of it all. I find inspiration in the shower (cliche) or on my dog walks. I used to have a notebook i'd use, literally titled 'BOOK OF IDEAS' to write down every new idea I had to keep a log. I find that inspiration comes easy and while I have many initial ideas, bringing them to life or moving them into the next phase is what i find hard. I definitely find inspiration in food, particularly analyzing the ingredients of an extremely well balanced dish. I also find inspiration in aimless travel and do my best not to plan every minute of my trips anymore to leave moments for self-discovery and allow myself to get lost in new thoughts.
Ideation : How do you begin a new idea? Tell us about your creative start/kick off process.
So it starts with my BOOK OF IDEAS and some rumination over it for a few weeks. I usually then tell my husband so he can tell me if i'm crazy or not but he tends to be a loyal supporter ha. From there I tend to tell no one until it's too late and i'm actually in execution phase. After a few failed attempts, at some ideas, I have learned that this is potentially a mistake, and that there is a value in collaboration and not holding my cards to my chest.
What is your relationship to feedback? Do you accept feedback easily? How do you decide what to incorporate and what not to?
I like to think I am pretty open to feedback and tend to always ask for it before it's even given. Not to say it isn't sometimes hard to hear. I think as long as feedback doesn't inherently contradict my core values or brand values then it's worth exploring how to implement it but yes, values tend to be the compass for me.
How do you make something different? is making something different/new/unique a goal in your work?
I don't particularly aim to create something different. I find it hard these days to constantly try to differentiate an idea. My goal really is just to create impact and joy through my work and experiences and I hope that is what makes the difference.
Confidence and insecurity over your work. Discuss...
Ooff I listened to a great commencement speech about imposter syndrome. Sharing with you HERE
I have learned to grow my confidence in my work but boy I did not have it in my 20s. I also think that now on my way to becoming a mother, I have gained a subconscious new sense of purpose that is allowing me to be kinder to myself and stop holding myself against impossible standards. However, I do believe a little amount of insecurity is what continues to propel me to learn and evolve and become a better leader, co-worker, friend, daughter and more and it is ultimately one of the drivers for my continued determination and desire to grow.
Is the project every complete? Do you feel satisfied with a completed project?
The project is never complete, however, I find a way to feel satisfied at different stages and "completion" does not always define success for me. I much prefer to measure my satisfaction throughout the journey vs. the end result. Not to say the end result isn't important and shouldn't be measurable but it is not always where you find the room for improvement.
Is there a person within the hospitality industry who you admire?
My siblings :) Claudia del Olmo - Casa Balandra or Daniel del Olmo Sage Hospitality Group. Both for very different reasons but I am so fortunate I get to spend family time with people I admire and can also talk "shop" with.
Anything else you'd like to share?
Collaboration trumps competition always! Let's do fun stuff together.