- Insiders Profile -

Charlotte Lecarpentier

Head of Marketing
Ando Living

Charlotte Lecarpentier leads the marketing vision behind Ando Living, one of Lisbon’s most exciting new hospitality concepts in Europe. From opening new properties to creating brand experiences, Charlotte helps shape how guests discover and connect with Ando. We spoke with her about building a lifestyle brand, what makes Lisbon such a magnetic destination, and her favorite local hangouts.

◆ What first drew you to hospitality marketing, and how did you end up at Ando Living?

I met with the founders some time ago, and we shared the same values: The importance of locality, guest-centricity, and reinventing authentic experiences in today’s hospitality landscape. Enchanting people by creating brand stories and experiences has always been part of my work. I am happy to be part of this exciting adventure, shaping a vision together.

◆ If you had to describe the Ando Living brand in just three words, what would they be?

Soulful, welcoming, a place you want to go back to.

◆ Ando is more than just beautiful apartments; it’s a full concept. How do you translate that lifestyle feeling into marketing and storytelling?

Absolutely. At Ando, our guests do not just stay in soulfully designed apartments; they become part of a community. They meet locals and other travelers, and immerse themselves in the culture of the city through their lifestyle experiences. With my team, we carefully craft every detail to help guests discover the country they are in, from a thoughtfully curated welcome kit to the bath and body amenities made in Portugal that we select for each stay. Every choice tells a local story.

◆ What’s one moment, project, or campaign at Ando that you’re especially proud of?

The spring-summer activities we are putting together for our guests this Season, and the latest openings: Corpo Santo house, 10 apartments just in front of the river with beautiful volumes and amazing river views; and Abrantes house, in the Santos bohemian neighborhood, with a typical azulejos blue tile façade. Our houses are truly unique.

Ando Living's Corpo Santo House

◆ Lisbon is full of brands, properties, and experiences. What do you think makes Ando stand out in the local and international scene?

All our houses and experiences are rooted in the cities where they are located. When you stay with us in Lisbon, you know you are in Lisbon. What we offer in Porto or Istanbul is different, but equally anchored in the local context, from the interior design to the amenities, and the experiences. Locality is a core value for Ando, and that sets us apart.

◆ Could you walk us through your ideal day in Lisbon: from a favorite breakfast spot to an evening drink or dinner?

I love to have a fresh juice in my neighborhood in Alfama, stroll through Graça, have drinks at Vino Vero, and dinner at Bar Alimentar run by Portuguese guys, with local, delicious food and great music. The perfect set.

◆ How do you approach partnerships and content? What do you look for in a brand or creative collaborator?

Shared values. To me, a great collaboration brings a new perspective while aligning on core beliefs. For example, we just launched a weekend brunch with Udi Barkan at the Ando Living rooftop for spring-summer 2025. With Udi, we share a passion for locality: He works with local ingredients, and we work with local furniture and artists. We also share the desire to bring people together, travelers and locals alike, in unique settings.

Udi Barkan at Ando Living's Rooftop | Bar Alimentar

◆ What trends do you think are shaping the future of hospitality and guest experience?

The shift towards locality is giving a new dimension to travel. Today, it is less about covering a whole country and more about knowing a street, a neighborhood, and feeling part of it. Guests expect us to be their local friends: Anticipating their needs, sharing insider tips, always available, but never intrusive. Just there when they need us.

◆ What advice would you give to someone building a lifestyle or hospitality brand in Portugal today?

Think local and create something unique that cannot be found anywhere else. Something that truly belongs to the place.

◆ Can you share with us your hidden gem or local hangout?

Taberna Sal Grosso for a Portuguese dinner, Udi’s weekend brunch at Ando for an excellent meal with city and river views, and Gelato Davvero for their amazing Lisbon-made ice cream.

Ando Living’s Clubhouse