logo2

ABOUT       HOTELS       PRESS       INSTAGRAM

HOTELS

In order to keep the family owned legendary Hotel Il Pellicano on the market, the hotel, needed to be “updated” and positioned to younger potential clients. Times were changing, the average age was very high, its image and occupation could start to diminish. There was an enormous potential of occupational and revenue growth and only a repositioning strategy would have made that possible. Yet, it was fundamental to non loose it’s repeat clientele that had been coming to the hotel since it’s 1965 opening.

I approached the project from the inside of Il Pellicanos “guts, personality, image”. Studying its social history and historical image, understanding and respecting its soul and DNA, I identified what made Il Pellicano what is was back in the day.

“A chic home of understated glamour and subtle elegance, with a strong sense of identity, distant from obvious lavish luxury and obvious hospitality experience.”

I took those qualities and made them my concept and vision. Capitalizing on the history and creating a bridge between the past and the future, turning Il Pellicano into a timeless icon of hospitality.

To implement my vision and to communicate it at every point of contact with the guest, the approach had to be creative.

It was only possible with the help of an incredible team and by carefully curating every aspect of the experience. Every miniscule detail was fundamental in rebranding Il Pellicano; from the interior and furniture design, the uniforms, the graphics and communication material, the table settings, the amenities and the guest services and strategic marketing. The intangible and the tangible had to be coordinated create the right mood. (and all that you see in the gallery above.)

To create this bridge, between the past, present and future, the hotel needed to be positioned in the contemporary competitive market and become a way of thinking more than just a good night sleep. I therefore ideated collaborations with artists and companies which shared our same vision and approach.

I ideated two books, Hotel Il Pellicano, a photographic history of the hotel by John Swope, Slim Aarons and Juergen Teller, edited and directed by Robert Violette and published by Rizzoli, now on it’s second edition. Eating at Hotel Il Pellicano, published and edited by Violette editions. Juergen was not the obvious choice for a cookbook but I felt in tune his rawness and honesty and his “no frills” approach. One of the most successful art/cookbooks on the market, Juergen changed the way food is photographed and Eating at Hotel Il Pellicano is in many homes and museum stores worldwide.

I ideated a Travel guide app curated by radical thinkers and influencer guests and of the Pellicano. Curating also the shop of the hotel, which sells from Missoni to Victoria Beckham and beautiful timeless elegance of Hillier Bartley I did collaborations with brands which we are philosophically in tune with, such as; APC, Olimpia le Tan, Anya Hindmarch, Lisa Marie Fernandez all of which enforced that vision of thinking creatively and out of the box.

I created and curated all the events, from the Slim Arrons themed 50th birthday party in collaboration with T magazine, to the content of the in-house event calendar which includes trunk shows and talks among other events.

Successfully maintaining the understated elegant and chic club feel in cohesion with a contemporary functionality made it possible for Il Pellicano to maintain it’s “old school” allure and at the same time the average age dropped significantly and the guest experience has improved.

The exponential growth of visibility on the market has lead to growth in terms of visibility, sales, occupation and revenue, with a repeated clientele that is now over 45%.

The same creative direction approach had been applied to La Posta Vecchia, capitalizing on it’s 400 year old history yet positioning it into the contemporary competitive market as the place to go for the cultured and sophisticated traveller who seeks for a non obvious experience.

I approached the project from the inside of Il Pellicanos “guts, personality, image”. Studying its social history and historical image, understanding and respecting its soul and DNA, I identified what made Il Pellicano what is was back in the day.

“A chic home of understated glamour and subtle elegance, with a strong sense of identity, distant from obvious lavish luxury and obvious hospitality experience.”

I took those qualities and made them my concept and vision. Capitalizing on the history and creating a bridge between the past and the future, turning Il Pellicano into a timeless icon of hospitality.

To implement my vision and to communicate it at every point of contact with the guest, the approach had to be creative.

It was only possible with the help of an incredible team and by carefully curating every aspect of the experience. Every miniscule detail was fundamental in rebranding Il Pellicano; from the interior and furniture design, the uniforms, the graphics and communication material, the table settings, the amenities and the guest services and strategic marketing. The intangible and the tangible had to be coordinated create the right mood. (and all that you see in the gallery above.)

To create this bridge, between the past, present and future, the hotel needed to be positioned in the contemporary competitive market and become a way of thinking more than just a good night sleep. I therefore ideated collaborations with artists and companies which shared our same vision and approach.

I ideated two books, Hotel Il Pellicano, a photographic history of the hotel by John Swope, Slim Aarons and Juergen Teller, edited and directed by Robert Violette and published by Rizzoli, now on it’s second edition. Eating at Hotel Il Pellicano, published and edited by Violette editions. Juergen was not the obvious choice for a cookbook but I felt in tune his rawness and honesty and his “no frills” approach. One of the most successful art/cookbooks on the market, Juergen changed the way food is photographed and Eating at Hotel Il Pellicano is in many homes and museum stores worldwide.

I ideated a Travel guide app curated by radical thinkers and influencer guests and of the Pellicano. Curating also the shop of the hotel, which sells from Missoni to Victoria Beckham and beautiful timeless elegance of Hillier Bartley I did collaborations with brands which we are philosophically in tune with, such as; APC, Olimpia le Tan, Anya Hindmarch, Lisa Marie Fernandez all of which enforced that vision of thinking creatively and out of the box.

I created and curated all the events, from the Slim Arrons themed 50th birthday party in collaboration with T magazine, to the content of the in-house event calendar which includes trunk shows and talks among other events.

Successfully maintaining the understated elegant and chic club feel in cohesion with a contemporary functionality made it possible for Il Pellicano to maintain it’s “old school” allure and at the same time the average age dropped significantly and the guest experience has improved.

The exponential growth of visibility on the market has lead to growth in terms of visibility, sales, occupation and revenue, with a repeated clientele that is now over 45%.

The same creative direction approach had been applied to La Posta Vecchia, capitalizing on it’s 400 year old history yet positioning it into the contemporary competitive market as the place to go for the cultured and sophisticated traveller who seeks for a non obvious experience.

© MLSCIO 2016 – Vat Number 07098011005