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Studio Moren builds in Italy as brands expand

Studio Moren is increasing its focus on Italy following its award-winning refurbishment of the Hotel Villa Pamphili Roma; the venue for this year’s ITHIC conference. The architecture and interior design studio is working on a second project in Rome, as the country evolves to embrace the global hotel brands. Studio Moren renovated and redesigned the interiors at the Hotel Villa Pamphili Roma, including the refurbishment of 235 guestrooms, the restaurant, reception lobby, lobby bar & lounge, conference facilities and a new rooftop bar.

The hotel was subsequently named a winner at the International Hotel & Property Awards, in the ‘Hotel over 200 rooms in Europe’ category. The property’s Italian resort-style scheme was inspired by the location and its villas, the local seventies architecture and the legendary Italian designer and master of lightness Gio Ponti. A city resort, part of the Italian hotel managing company Aries Group, the Hotel Villa Pamphili Roma was designed to offer a wealth of experiences, with sports activities and wellness treatments, as well as the nearby tennis courts. The hotel prides itself in welcoming locals and travellers from all over the world who wish to visit and spend the day by the pool or relax on the terrace. David Harte, Co-Head of Interiors, Studio Moren, said: “We sought to create an oasis, a refuge from the noise and bustle of a large city, where guests could enjoy privacy and a sense of peace and wellbeing.

“With every element of design we were mindful of the hotel’s philosophy focusing on the joy of living. The rooms inspire the feeling of a contemporary urban villa, despite being a stone’s throw from the city.

Greenery is abundant throughout and the spaces were created with a free and smooth flow, an immersive atmosphere appealing to all the senses and inviting guests to linger in the various settings.” Studio Moren is also renovating a property next to Rome’s Termini train station, which will feature an extensive rooftop terrace dedicated to dining and leisure, with two f&b outlets, a spa and wellness spaces.

According to a recent study from Global Asset Solutions¹, in this country dominated by multi- generational family-owned businesses, there has been expanding investment appetite for branded hotels. In the Upper Upscale and Luxury space, the chains’ penetration rate increased to 50.5% in 2021, meaning more than half of these hotels were branded, with equal parts made up of international brands and domestic brands Harte added: “We have seen growing demand for luxury brands in Italy, with some truly stunning properties opening in recent years.

We are now seeing an increase in interest in lifestyle and experience-driven properties, in line with guests’ evolving tastes for unique stays. “There is a flourishing appetite in Italy for our expertise and heritage in the hospitality sector and particularly for our understanding of working with the international brands. We are looking forward to further projects in this inspiring country.” Studio Moren’s Head of Business Development, Sharon Grob, will be attending ITHIC, alongside Co-Head of Interiors David Harte and Project Architect Teodoro Mastrantonio.

¹https://globalassetsolutions.com/italian-hotel-market-outlook-2023/

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