hospitality · 2024
Villa d'Este Revival
800 Years of Tomorrow
-12 Years
Guest Age Drop
+28%
RevPAR Increase
+540%
Social Growth
Top 10
Condé Nast Gold List
Overview
Repositioning campaign for Lake Como's legendary hotel as it enters a new era — preserving eight centuries of aristocratic heritage while attracting a younger ultra-high-net-worth audience.
Client
Villa d'Este
Industry
hospitality
The Problem
Villa d'Este risked becoming a museum of its own past. Average guest age was rising, and younger UHNW travelers perceived it as their grandparents' hotel.
Creative Direction
Temporal duality — we photographed the hotel's Renaissance gardens with drone-mounted infrared cameras, its Baroque ceilings with thermal imaging, and its antique furniture with macro lenses used in tech product photography. Old subjects, new eyes.
Deliverables
Strategy
- Brand audit
- Guest persona research
- Competitive repositioning
- Pricing strategy
Content
- Campaign film series
- Photography (4 seasons)
- Print campaign
- Social strategy
For the first time in decades, we're seeing guests under 40 who choose us over the Aman and Four Seasons. That's the StudioNoir effect.
Giuseppe Fontana
General Manager, Villa d'Este