Making Medellín
David Luján, Paulina Villa, Yhon Mendoza & Juan José Aramburo

Writer Allison Reiber DiLiegroImages Mónica Barreneche

Medellín, Colombia, has always been a city of reinvention. And with Wake, its next era is already underway.

David Luján, Yhon Mendoza, Paulina Villa, and Juan José Aramburo come from different disciplines, but they’ve long moved within the same creative orbit—collaborating across projects before formally joining forces to launch Wake in 2019. “The work between us was natural and coordinated,” David says. “There was already a deep love and strong camaraderie among us.”

What connects them is a shared belief that Medellín deserves hotels that reflect its transformation—thoughtful, conscious, and forward-looking. Wake became their vehicle: an expression of care for the city that shaped them. “Life led us to understand that this was our destiny,” Paulina adds. They debuted with Wake BioHotel in 2025 and are already expanding, with two new developments underway in Medellín.

We spoke with the founders about their vision for Wake, where they find inspiration, and the impact they hope to make on the city.

Wake BioHotel, with its cascading gardens, seen from above

Whose idea was Wake?

David: The concept was born collectively, rooted in our desire to leave a legacy in Medellín and contribute to the city’s evolution. As people deeply in love with Medellín, we want to see it thrive through high-quality tourism—inviting visitors to discover its true essence. Wake emerged from countless conversations, the bond we share as partners, and our common dreams.

What is your vision for a better Medellín?

David: We envision Medellín as the wellness tourism capital of Latin America. We want that to be the hook that leads people to discover everything else our city offers: warm, welcoming people; abundant nature; world-class coffee and gastronomy; and a deep pride in our culture. Through Wake, we aim to help pave this path and serve as a focal point from which conscious experiences can flourish.

From the left: David Luján, Paulina Villa, Yhon Mendoza (front) & Juan José Aramburo (back)

“Nothing is impossible. Any idea pursued with passion and perseverance can become reality.”

David Luján

Medellín is warm and welcoming, with abundant nature, world-class coffee and gastronomy, and a deep sense of local pride

What drives you?

Paulina: My children. Everything I build is with them in mind. I want them to inherit clean oceans, vibrant cities, and a world where conscious choices are the norm.

David: I want to leave the world better than I found it. Generating impact begins within our closest circle. If we can positively influence more people through daily actions, that is a true achievement. We all share the responsibility of building a better world.

Juan José: Legacy. Creating something that impacts not only my life but others’ lives as well. Contributing to a greater good and leaving a positive mark drives me every day.

How has travel influenced your thinking?

David: Creativity often emerges in moments of leisure. Travel provides enriching experiences—it offers inspiration and new perspectives. During exploratory trips, we identify what makes us feel good, from hospitality to environmental quality. Over time, these experiences become a library of references for conceptualizing projects.

Where did you travel while planning Wake? What inspired you?

David: The Colombian countryside has been our greatest muse. It invites a slower pace of life—appreciating sunrise, breathing deeply, and nourishing ourselves from the earth. With Wake, we aim to translate those serene rural sensations into the heart of the city.

Sustainability is at the core of your business. Can you tell us about your approach?

Paulina: Sustainability is one of my core principles. We have a responsibility to leave a better world for future generations. I am a vegetarian by conviction and built my home using carbon-neutral processes. At Wake, this commitment is reflected in our practices and certifications. Our goal is to be carbon neutral. We continuously work to minimize our footprint and show that it is possible to do things differently.

Juan José: Sustainability is not a trend; it is integral to who we are. We must embed sustainable practices into every aspect of our work. It is a responsibility to ourselves and to future generations.

The team envisions Medellín as the wellness tourism capital of Latin America

“Luxury is about experiences rather than possessions. It means creating environments where people can connect, relax, and feel renewed.”

Yhon Mendoza

The goal is to be carbon neutral, proving that it’s possible to do hospitality differently

How do you see luxury today?

Paulina: Luxury is tranquility and comfort—a space where one can rest well, enjoy good food, and be surrounded by nature. True luxury is feeling at home, anywhere.

Yhon: Luxury is about experiences rather than possessions. It means creating environments where people can connect, relax, and feel renewed. It is a sense of belonging and comfort.

What does well-being mean to you?

David: Well-being is fundamental to the human experience. Modern life has normalized stress to the point that we often overlook it. Returning to wellness begins with awareness and intentional effort. Once that effort yields results, it creates a virtuous cycle. For us, well-being is the constant pursuit of balance between nutrition, sleep, movement, and mental health.

How are you building a community around Wake?

David: Wake, along with our culinary concept Silo and our wellness space Sastra, naturally attracts individuals who share our mindset. We draw people who want to foster community and professional connections through a more conscious lens. Initiatives like memberships at Sastra have allowed this community to grow organically.

Any advice for future hoteliers?

David: Nothing is impossible. Any idea pursued with passion and perseverance can become reality. Don’t be discouraged by rejection—behind every “no” may be an opportunity. Trust yourself, and approach your goals with patience and dedication.

Yhon: Create a clear vision grounded in strong principles that benefit many. Aim for experiences rooted in community, authenticity, and exceptional architecture.

Where do you see hospitality going?

Juan José: In the next 20 or 30 years, hospitality will change significantly. New generations are more nomadic and seek experiences that make them feel at home wherever they are. Understanding their deeper needs will be essential to remaining relevant.