Milano, MI
Via Noe
“21 House of Stories”

Located in Città Studi, Milan’s university and innovation district, the asset was conceived as the founding venue of 21 House of Stories, a brand established from inception for the upper-midscale segment. The development was managed through an integrated and carefully coordinated approach, with full accountability across every phase of delivery. The scope extended from the acquisition of the site and the appointment of the design team to the structuring of the works tender, the negotiation of the construction contract and the procurement of all building and commercial authorisations. Through a change of use, a relocation of GBA and a partial elevation, the building was reconverted into a 3-star hotel, complemented by a bistro, event and co-working spaces and a private landscaped courtyard. Direct oversight of the creative process, from spatial planning and material palette to lighting and FF&E, ensured a coherent expression of the brand’s “Home Feeling” philosophy. The asset established the operating model and standards subsequently replicated across the brand’s wider portfolio.