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We are witnessing the reconquest of urban and non-urban outdoor spaces late into the night for spending time together around a table, complete with aperitif.
Extraordinary Escape
09 April 2024
Also confirmed by recent studies, the ExtraOrdinary Escape trend is quite evident to anyone who happens to pass through the various neighborhoods of many Italian cities or vacation spots. This is a phenomenon that cuts across all ages, and in fact while it’s Gen Z aged 25 to 35 who go out at least once a week, the older generations – from Millennials to Baby Boomers – also like to spend their leisure time outside the home.*This flow of people revitalizing corners of cities and suburbs is certainly nothing new but it appears to be growing steadily. Driven by a constant desire to explore, consumers are looking for new settings, to transform an ordinary experience into something special.
Indeed, for some time now the hotel industry has been busy revamping its identity by transforming itself into new landmarks, both in urban areas and vacation areas. In fact, hotels and resorts have opened up to the local area, offering hybrid consumption opportunities in versatile and multifaceted spaces, perceived today as microcosms for enjoying something different from normality and non-ordinary experiences.
Starting with the success of dining spaces run by renowned chefs, today we have the outdoor appeal of hotel rooftops set up as salons for social events where the presence of a swimming pool contributes to further enrich the experience.
Momentarily elevating oneself and observing one's city or a natural panorama from above can provide a new and unique lens for observing and perceiving reality.
An ExtraOrdinary Escape, then, that satisfies an innate desire for freedom. More accessible when in one's own city, or intensely desired when in the unreachable places of leisure.
Casa Baglioni Rooftop by Sadler, Casa Baglioni Milan
Housed in a 1913 Art Nouveau building in the Brera district, this recently opened hotel designed by Spagnulo&Partners Architects is decorated with furnishings inspired by the area's artistic identity, with references to the city’s vibrant avant-garde cultural and design movements of the 1960s. In fact, several works of art are displayed inside and sometimes in the hotel’s public spaces. The menu and cocktails offered on the rooftop of Casa Baglioni, from which one can enjoy a spectacular view of the Milanese skyline, has been entrusted to the care of the award-winning Chef Sadler. For an ExtraOrdinary Escape characterized by cultural excellence.
Recently opened, the Emerald Resort is located at the resort of Matemwe along the northeast coast of Zanzibar Island, opposite Mnemba Island. Its landscape is considered a true scenic jewel of the island and a destination for snorkeling enthusiasts. This luxurious 5-star deluxe hotel has placed an emphasis on outdoor design, with a special focus on its terraces and the pool area.Atlas Concorde oversaw the indoor and outdoor design of the entire resort by selecting porcelain tile floors with a specific and different look for each area. In particular the brightness of natural stone from the Block collection for the outdoor spaces. Special attention to the areas around the swimming pools resulted in the choice of two different types of porcelain tiles: Klif with a distinct three-dimensionality and Marvel Stone, which evokes the elegance of marble. For a total ExtraOrdinary Escape, with a touch of sensory emotion.
Vertigo Milano by Purobeach of nhow Milano
The Milanese hotel nhow Milano also began as a project with an artistic and cultural identity open to the outside world. It’s located inside a former General Electric factory and was conceived as a hub for diverse experiences dedicated not only to guests but to anyone who might be interested. It recently opened the 750-square-meter vertigo Milano by Purobeach rooftop, a lounge area with cocktail bar, large sunbathing area and three semi-circular, circular, and infinity pools. The attraction that gave the space its name is precisely the infinity pool, a cantilevered pool with a transparent wall and portholes on the bottom. For an ExtraOrdinary Escape in search of a dizzying emotion.
A company or retailer considering the ExtraOrdinary Escape trend should focus on:
- Iconic uniqueness: putting a particular detail, such as a hotel terrace or rooftop, under the design lens to convey innovation.
- Surprising Emotionality: supporting consumers' desire for escape, as the rediscovery of a playful adult dimension.
- Excellent Memorability: offering an experience that rightfully enters one’s personal travel agenda.