Hotel Viura is a striking design hotel set in the wine village of Villabuena de Álava, in Spain’s renowned Rioja Alavesa region. With its bold architecture of cubist volumes whimsically stacked like a modern art sculpture, Viura stands out against the backdrop of centuries-old stone houses and rolling vineyards. The hotel’s exterior – a playful heap of concrete cubes – blends into the hillside and even incorporates an ancient escape tunnel from the neighboring church as part of its wine cellar, rooting this avant-garde creation in local history. Inside, the atmosphere is chic and contemporary yet warm: 35 uniquely shaped rooms (due to the irregular cube design) feature a stylish mix of Brutalist concrete, hardwood floors, and plush furnishings, all softened by large picture windows that flood the spaces with natural light and offer views of either the quaint village or the Sierra de Cantabria mountains. Waking up in these rooms, guests draw back the curtains to gaze over medieval church towers, tiled rooftops, and neat rows of vineyards – a perfect marriage of tradition and modernity. At Hotel Viura, wine and gastronomy take center stage, befitting its location in the “Land of Wine.” The hotel is surrounded by over 40 wineries – some of them centuries-old cellars – making it an ideal launching pad for oenophiles to explore Rioja’s famed tempranillos and crianzas. Viura embraces this heritage wholeheartedly: its on-site Bistro Restaurante offers a culinary journey through Rioja’s flavors, pairing seasonal local produce with excellent local wines. The menus are rooted in regional tradition (think hearty stews, grilled lamb, piquillo peppers) but presented with contemporary flair. Many ingredients are sourced from nearby farms and markets, ensuring fresh taste and supporting the community. The hotel’s wine bar and cellar boast an extensive selection of Rioja wines – from prestigious vintages to organic newcomers – and the sommeliers on staff are eager to arrange guided tastings. In fact, Viura often delights guests with welcome glasses of wine and can organize visits to exclusive wineries (some within walking distance) or even private tours of the village’s subterranean wine caves. Despite its cutting-edge look, Hotel Viura is deeply respectful of its environment and cultural setting. The architects designed the building with sustainability and low impact in mind: the structure is kept to one level above ground to avoid visual impact on the historic skyline, and it’s painted in earth-tone hues to blend with the arid landscape. Its cube design not only captivates visually but also creates natural terraces and overhangs that provide shade and reduce cooling needs in summer. Recycled wood from local old wine crates has been used in some decorative elements, a nod to the village’s agricultural roots. Moreover, Viura engages in responsible practices like using energy-efficient systems and offering free electric bicycle rentals for guests to explore the vineyards car-free (the hotel also provides an EV charging point for electric cars, a much-appreciated amenity for sustainable travel). The hotel’s commitment to blending into its community is evident: from the friendly local staff who offer insider tips on village fiestas and the nearby medieval town of Laguardia, to the small art exhibits featuring works by Basque artists that adorn its halls. For guests, staying at Hotel Viura is as much an experience as it is accommodation. The rooftop terrace, for instance, is a favorite spot to unwind with a glass of wine while watching the sunset paint the vineyards gold and the distant mountains purple. On clear days, you can see the monumental Cantabrian range and even the medieval church next door illuminated – a magical contrast against Viura’s contemporary silhouette. The hotel also arranges unique activities: guided bike tours through vineyard lanes, hot air balloon rides over Rioja’s patchwork of fields, or architecture tours to other modern wineries like nearby Marqués de Riscal. After a day of tasting and touring, coming back to Viura’s luxuriously appointed rooms (with high-end linens, rainfall showers, and deluxe amenities) is pure bliss. The hospitality is warm and professional, with an eye for detail – from the complimentary welcome drink to the excellent breakfast spread that includes local breads, cheeses, and made-to-order eggs. In essence, Hotel Viura offers a refreshingly modern way to discover the rich wine heritage of Rioja. It embodies the region’s creative spirit – proving that you can honor tradition (wine, food, community) while innovating boldly. Visitors leave not only with bottles of their new favorite wines, but with lasting memories of Viura’s jaw-dropping design and the genuine connection they’ve felt to Rioja’s land and people. It’s this fusion of art, culture, sustainability, and indulgence that makes Hotel Viura a standout destination for any traveler venturing into Spain’s wine country.