My new article for Cool Hunting.
Located in the heart of Via Tortona—Milan’s mecca for fashion and design with its plethora of showrooms, advertising studios, architecture and fashion houses, plus hundreds of events during Design Week—the Magna Pars professional complex provides an essential reference point for creativity in the Italian metropolis.
At the helm of Magna Pars is the Martone family, who recently expanded their enterprise by opening Magna Pars Suites Milano. The five-star, suites-only hotel is the world’s first of what they’re calling “hotel-à-parfums”.
“This building is the site of our old essences and perfumes production plant,” explains Roberto Martone about the role of scent in the project. “When we moved out of Milan in the early ’90s we decided not to sell. After several years of restructuring, Magna Pars has become home to temporary events, offices, communication and creative studios.”
Giorgia Martone, Roberto’s daughter, oversees every detail of this ambitious and beautiful development, in which every element is inspired by perfumes and scents. “The whole project is eco-friendly and powered by geothermal and photovoltaic energy,” she says. “The rigorous project by architect Luciano Maria Colombo has privileged structures in wood as well as steel, aluminum and glass.”
Behind the crystal facade, visitors are welcomed into the spacious, open-air lobby, which leads to the reception and garden. The entire structure of the building is inspired by the typical Milanese “casa di ringhiera” (railing house), which is a multi-story building with apartments connected by external corridors. One of the most impressive experiences at Magna Pars Suites lies in the Library Hall. Located at the entrance of the building, this restful area allows the guests to surround themselves with an incredible book collection, all available for reading, and many of which date back to the 19th century. “I spent every weekend for the last six months cataloging, photographing and placing all the books, a total of almost 2,000,” says Giorgia. “Most are here, but they also go to the restaurant and to the rooms.”
Each of the 28 suites takes its name and identity from olfactory essences like flowers (Gardenia, Jasmine, Neroli and Magnolia) and woods (Vetiver, Sandalwood and Patchouli, just to name a few); colors, scents and amenities are coordinated to the theme of the suite. All the interiors are completely furnished with products made in Italy, like Flos lamps, Poltrona Frau sofas and Viabizzuno lighting systems, while all the furniture pieces are made by artisans in the area around Milan. The colors and the dominant essences are also reflected in paintings by students of the Brera Fine Arts Academy, another creative landmark in town. Each suite is governed by a home automation system that allows you to take full control of lighting, curtains, temperature. The suites are all facing the beautiful garden, characterized by the presence of three Liquidambar trees, as well as olive trees, maples, magnolias, hornbeam.
A “secret” door made of copper leads to the Liquidambar cocktail bar, whose interior design is dominated by an impressive onyx counter. The name literally means “liquid amber” and refers to a fragrant natural resin which, when burned, develops a pleasant aromatic smoke.
Da Noi in via Forcella 6, the hotel’s restaurant led by Chef Fulvio Siccardi, serves up dishes from Piedmont as well as traditional Italian cuisine. Before entering the restaurant you can see the exposed wine cellar and the kitchen, and during the summer you can also eat outside in the garden.
Prices average around €300 per night. To book a room at Magna Pars Suites Milano, visit the website.