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The Art of Tomorrow’s Hotels: Giulio Cappellini on the Creative Direction of Next Place Hotel

Stella Manferdini

INSIDERS

01.04.25

Keywords:

Interviews , Milan , Design excellence , Design Week

A world-renowned designer, talent scouter, and keen observer of the latest novelties in design and lifestyle, Giulio Cappellini has long been one of the most influential figures on the international creative scene. With his unmistakable visionary approach, he redefines hospitality through a delicate balance of innovation and tradition, aesthetics and functionality. As Creative Director of Next Place Hotel, Cappellini leads a manifesto-event that reshapes the very concept of hospitality, placing quality over quantity, essence over appearance, balance over excess. His vision extends towards a future where spaces are no longer mere places of transit but welcoming sanctuaries designed to offer comfort and serenity.

In an increasingly fast-paced and digital world, Cappellini envisions environments where technology is present yet discreet, enhancing the experience without becoming intrusive. His idea of hospitality does not rely on cold, ultra-technological settings but rather on warm, inviting atmospheres, where design, art, and memory engage in a dialogue with innovation. During Milano Design Week, NEXT PLACE HOTEL becomes a crossroads of ideas and emotions, a place where the true measure of success is not just the number of visitors, but how long they choose to stay. The goal is not to impress with spectacle but to create a lasting impact, offering a moment of pause and connection within the whirlwind of events.

In this interview, Giulio Cappellini shares his vision for the hotel of the future and the unique experience he aims to offer to those who walk through the doors of Next Place Hotel.

NEXT PLACE HOTEL looks to the “next” in terms of future, community, and sustainability. In your opinion, what are the key elements that make a hospitality environment truly innovative and welcoming?

To create a truly innovative and welcoming hospitality space, one must start by understanding the ever-evolving needs of travellers. In the past, there was a clear distinction between holiday hotels and business hotels, but today, these boundaries have blurred. A guest might be travelling for leisure yet need a quiet corner to work, or conversely, be on a business trip but seek authentic spaces to unwind.

The hospitality of the future must make people feel at home, offering not just a place to sleep and dine but a vibrant, inspiring space where they can meet others, relax, and focus on their well-being. That’s why, at NEXT PLACE HOTEL, we have envisioned an immersive experience: technology and comfort, of course, but without forgetting the soul of the place. The lobby becomes a meeting point, featuring a large library where guests can browse books, while the reception seamlessly blends into the space for a warmer, more immediate welcome. Even in the rooms, the approach is different: instead of a separate gym, we provide a dedicated fitness area within the room, complete with smart equipment and a virtual trainer to guide workouts after a long day.

Today, a hotel is much more than just a stopover; it should tell the story of the city it belongs to and reflect its unique identity. Major hotel chains are moving beyond the idea of a single universal standard and are instead focusing on personalised, locally inspired experiences. For example, in Milan, we have preserved elements of the city’s traditional "ringhiera" houses, maintaining the authentic and welcoming character that makes the city unique.

Finally, hospitality must engage more closely with nature: creating spaces that promote well-being, sustainability, and harmony with the environment is the true key to the future of the hotel industry.

NEXT PLACE HOTEL <br />Image copyright: @Cappellini

NEXT PLACE HOTEL
Image copyright: @Cappellini

The integration of greenery in hospitality spaces is now essential. The boundary between indoors and outdoors is becoming increasingly fluid: in the past, hotels were experienced almost exclusively from within, but today, even in urban areas, there is a growing focus on creating open spaces – places to breathe and connect with the environment.

Some destinations are fortunate to enjoy mild climates that allow outdoor spaces to be used for most of the year. However, even in regions with harsher seasons, there is a strong emphasis on designing environments that foster a connection with nature. And it’s not just about having a garden or a terrace – it is about rethinking the relationship between inside and outside in a more seamless and harmonious way.

At NEXT PLACE HOTEL, this concept is reflected in a design that blends spaces, making the transition between indoors and outdoors almost imperceptible. The Urban Garden is not just an aesthetic feature but a true ecosystem that enhances guests’ well-being. Then there’s the urban vegetable garden—a small detail that makes a big difference. Being able to see where the ingredients used in the restaurant’s dishes are grown creates a direct link with food, nature, and sustainability.

The hospitality of the future must embrace this approach – offering spaces that breathe, that open up to nature, and that transform a stay into a more authentic and rejuvenating experience.

Your design for NEXT PLACE HOTEL merges cutting-edge style with Milanese sensibility. Which distinctive elements of Milanese culture and style did you choose to emphasise, and how do they integrate with the more international vision of hospitality?

For NEXT PLACE HOTEL, I wanted to create a space that is both contemporary and deeply rooted in Milan’s essence. The avant-garde design is reflected in the choice of furnishings and the colour palette: deep burgundy, mustard yellow, and neutral tones run throughout the hotel, giving it a sophisticated yet welcoming character.

But Milan is also history, art, and design, and I wanted these elements to emerge through carefully curated details. In the library, for instance, the iconic Frau armchairs evoke a timeless elegance, perfect for a cosy reading nook. In the restaurant, the dialogue between past and future is even more evident: in the more intimate dining rooms, you’ll find sleek, modern seating, while in the classic area, the legendary Thonet chairs stand out – telling a story of hospitality that spans generations.

I enjoy playing with these apparent contrasts because it is precisely in the fusion of tradition and innovation that authentic, dynamic hospitality comes to life—one that speaks to an international audience while celebrating Milan’s unique identity.

How do you see the role of new technologies in hospitality? Are artificial intelligence, home automation, and digital design changing the way we experience spaces?

New technologies are profoundly transforming the hospitality industry, but the key lies in balance. Technology should enhance the guest experience in an intuitive way, without being intrusive or overly complicated. There’s nothing more frustrating than arriving in a hotel room and not knowing which button to press to adjust the lighting or open the curtains!

At NEXT PLACE HOTEL, technology is seamlessly integrated, designed to enhance comfort and well-being. I always talk about 'invisible technology'—technology that is present but discreet, working behind the scenes to make a stay smoother and more enjoyable. Home automation, for instance, allows guests to personalise lighting, temperature, and ambience with a simple touch, adapting to their needs at any time of day.

Artificial intelligence is playing an increasingly central role, optimising services and anticipating guests' needs, while digital design is transforming spaces, making them more dynamic and interactive. The goal? To create a tailor-made hospitality experience, where every detail is designed to make guests feel at ease—without ever losing the warmth and authenticity of true hospitality.

You speak of “spaces open to diverse functions, where design, art, and technology coexist harmoniously.” If you had to imagine the hotel of 2050, what would be its essential features?

When I think of the hotel of 2050, I envision a space that is not just a place of transit but a true refuge. We live in an era of uncertainty—global crises, conflicts, climate change—and now more than ever, we seek environments that offer security, well-being, and peace of mind. This need will only grow stronger in the future.

The hospitality of tomorrow must be welcoming, warm, and capable of blending technology with humanity. Not a cold, hyper-technological setting, but a space where design, art, and memory interact with innovation. I imagine interiors that combine elements of the past and present, creating a sense of continuity and familiarity. Objects will not be chosen solely for their aesthetics but for their ability to evoke emotions and provide comfort.

New generations, too, are increasingly seeking roots, authenticity, and a connection to history and nature. The hotel of the future will respond to this need with sustainable materials, flexible and multifunctional spaces, and intelligent yet discreet technologies—capable of adapting to guests’ needs without being intrusive.

In short, not a sterile, futuristic space in the stereotypical sense, but a contemporary retreat where well-being comes first—a place where, no matter where you are, you always feel, in some way, at home.

NEXT PLACE HOTEL
Image copyright: @Cappellini

Finally, what feeling would you like to leave with those who pass through and experience NEXT PLACE HOTEL?

During Design Week, Milan transforms into an extraordinary stage, with hundreds of events capturing the public’s attention. Amidst this whirlwind of stimuli and innovation, my goal for NEXT PLACE HOTEL is to create an experience that truly leaves a lasting impression.

I’m not just interested in how many people walk through the doors, but in how much time they choose to spend here. I want those who enter NEXT PLACE HOTEL to immediately sense a vibrant yet welcoming atmosphere—a place where they can pause, relax, and fully immerse themselves. A space that is not just visually striking but one to be truly experienced, where design, art, and hospitality come together to create authentic emotions.

In the fast-paced energy of Design Week, I want to offer a moment of pause—an experience that goes beyond the event itself and stays in people’s memories. Because in the end, what truly matters is not just what we see, but what we feel.