WILD & PURE
The 47-year old adventurous Swede Mats Wahlström is defined by a rare entrepreneurial spirit that throws anything conventional aside. With his rugged good looks and a penchant for speed (Harley-Davidsons, boats and skis), he is usually found with a motorbike helmet in the crook of his arm or navigating the windy Baltic Sea with his speed ...
“Casual luxury is the balance I strive for. Puro luxury is about crisp, happy, inspirational, and cosmopolitan service. And about being among friends.”
... boat—something he finds more relaxing than a trip to Mauritius. But even if “easy come, easy go” is his mantra—this is a man who has biked from Marrakech to Mauritania, who has navigated 4,500 kilometers of the Mekong in a dinghy from Ho Chi Minh City to China. From his homes in Stockholm, Mallorca and Verbier, he controls the happenings of the Puro Group, which includes, beach clubs, a record label, a plane and the hotel Puro Oasis Urbano. Wahlström creates places and experiences that are meaningful to him and, by extension, inspirational to a growing number of “Puro addicts.” "Casual luxury is the balance I strive for,” he says. “Others may think that luxury is about fixtures, fittings and conservative service values, that it’s somehow only about prestige. Luxury is about detail, of course, but I’m interested in something more relaxed. Puro luxury is about crisp, happy, inspirational and cosmopolitan service. And about being among friends.”
Puro Oasis Urbano is easy, soulful and fun, not just because of the artfully designed bricks and mortar, but because of the people who surround you and make the place tick. As to whether Marrakech will be next, as it’s rumored to be, Wahlström won’t let on. He might be relaxed, but he is also a razor-sharp original who knows exactly how to keep those Puro acolytes on their toes.