Your creative vision consists of projects "created over time, layer by layer". What are the "layers" that make up your structures?

Returning to the culinary metaphor, the matter of the ingredients is quite important for us. The more elements we have, the more aspects we draw from, the more complete the story we tell. Therefore, our design is built on different layers. At the beginning we have an extremely analytical approach of investigation on the territory, social customs, history, geography, food and wine, art and theater. We try to absorb as much as possible and breathe in the place so that we can then pour this knowledge into a design that is relevant to it. This is how we mean “layer after layer”.

It is a matter of analytically and sensorially collecting all the aspects that surround us and that belong to that place. Our approach is also possible thanks to a team of designers with extremely different backgrounds enriching the design construction path in their own way. Some come from the theatrical world, others from the musical one, and many others, more focused on the commercial aspects, had financial studies. The business factor is one of those ingredients that can make a difference when working in an extremely local market like the Italian one. All these aspects enrich us and contribute to make the story unique, tailormade on the product.

Sustainability and new technologies: where are we? what are the measures that you take for sustainable development? 

Lupoi Studio is supported and guided by Speri in the technical aspects of design and sustainability. In general, when it comes to international brands and operators, the focus on sustainability is always implied, aided by the certifications. The same does not necessarily apply to individual customers, and what we do in this case is to push them to include in the initial project sustainability elements that can guarantee the Well certification. It is an aspect that we immediately put on the table, even if not directly required, so that it is also financially sustainable.

In Italian hospitality there is often talk of a "monopoly" of Milan, Rome, Florence and Venice in contrast to the smaller towns. How does the approach change in these two territorial types?

In Italy a great boost has been set by big cities, which tend to pull trends upward. The result is a general tendency to leave the extreme territoriality and provinciality of Italian hospitality. This is found in a great international interest to come and invest money and knowledge in Italian hospitality. In Rome, for example, in recent years there has been a boom of luxury and lifestyle hotels, which has also affected other segments that have understood the advantage of this transformation. This movement of change must however be well measured, because the value of authenticity must be preserved beyond trends. Perhaps the challenge is precisely this: putting authenticity to income without losing it, without distorting itself.

How does Lupoi Design Studio understand high-end contemporary hospitality?

High-end is not simply the expensive and self-referential object. There must be a plus of experience, history and storytelling. The signature of the famous architect on the chair is not enough, unless that chair is an expression of a specific concept or value. The object takes on a meaning if it merges in a context, if integrated with the rest of the narrative. High-end itself is a luxury experience, but luxury can be applied to different aspects: service, design, F&B or the uniqueness of the place. There is a common thread that in our opinion binds all this, and that is that of immersion. Whether it is a walk under the stars or a masonry arch, what matters is being immersed in a feeling.