From Michele De Lucchi to Gae Aulenti, Vico Magistretti, Giò Ponti, and Achille Castiglioni, along with Marc Newson and Nendo, over 400 pieces spanning 60 years of design history have been meticulously curated through rigorous philological research to honor the legacy of Franco Moschini, former patron of the Poltrona Frau Group.
TOLENTINO – Nestled in the heart of Italy, between the Adriatic Sea and the Apennine Mountains, lies the enchanting region of Marche . Rolling hills adorned with vineyards and olive groves characterize this hidden gem. From charming medieval towns to pristine beaches and rugged mountain trails, Marche offers a tapestry of experiences that capture the essence of Italy’s diverse beauty.
In the late Art Nouveau villa that housed the prestigious Nazareno Gabrielli leather goods company for six decades, and later also became the headquarters of the renowned Poltrona Frau in 1962, a new chapter is set to unfold in the spring of this year with the opening of Interno Marche.
Interno Marche is a hospitality project poised to encapsulate and pay tribute to the visionary entrepreneur Franco Moschini, whose endeavors through Poltrona Frau and esteemed brands like Cassina, Cappellini, Zanotta, and Gebrüder Thonet Vienna (of which he remains President) have significantly advanced the global reach of Made in Italy.
The hotel spans 3.600 m2 dedicated to the history of international design and its luminaries, featuring 25 uniquely curated rooms and 5 long-stay suites, each paying homage to a renowned designer and one of the five stylistic movements of the 20th century. A lounge bar, a bistro-style restaurant, a luxurious spa, and a fully equipped gym complement the offering.
Michele De Lucchi, Marc Newson, Gae Aulenti, Vico Magistretti, Giò Ponti and Achille Castiglioni are among the illustrious designers whose legacies are celebrated through settings, lines, prints, and iconic pieces within the hotel. Based on meticulous philological research, each room narrates the contributions of these design visionaries who played pivotal roles in the success of the companies led by Franco Moschini throughout his entrepreneurial journey.
Interno Marche results from the revitalization and repurposing of Villa Gabrielli, breathing new life into its historic frescoes, adapting expansive 20th-century factory areas, and seamlessly integrating the former tanning vats. These spaces now harmoniously converse with the masterpieces of the most esteemed Italian and international designers , creating a dynamic environment where history and innovation intertwine.
The building acts as a veritable house-museum, inviting visitors on a captivating journey through the styles and furnishings that have shaped the history of interior design over the past six decades.
Room after room, object after object – encompassing over 400 pieces, including bespoke and specially crafted items – the hotel eloquently narrates diverse atmospheres and celebrates the visionaries behind them.
In the room dedicated to Luigi Massoni, guests can relax on the renowned Lullaby sofa, taking in the ceiling frescoes. In the Lazzeroni room, they can enjoy a restful slumber on the iconic Volare Bed. Meanwhile, in the room inspired by Marco Zanuso, they can sit back on a stylish Woodline chair while gazing out the window, which offers a picturesque view of the Politeama cultural center. This landmark, restored by the Franco Moschini Foundation and designed by Michele De Lucchi, adds an extra layer of historical significance to the guests’ experience.
The lobby, breakfast room and lounge bar are located in the large three-bay hall that was once the heart of the factory’s production. Meanwhile, the bistro restaurant, whose offering spans from local traditions to international flavors, along with the spa and gym, are nestled on the ground floor with direct access from the garden.
Following a construction period lasting over three years, the inauguration of Interno Marche marks the culmination of a collaborative effort involving a diverse team of professionals. This dedicated team, which included 4 strategic consultants, 7 architects, 14 engineers, 2 restorers, 4 geologists, and 2 agronomists, worked tirelessly alongside 4 3D designers, 1 lighting specialist, and 3 interior designers. With the support of 30 local companies and over 70 supplier companies , this monumental project engaged over 2,000 professionals committed to honoring architecture, history, environmental sustainability (Interno Marche is the only hotel in the world holding both GBC Historic Building and Leed for hospitality environmental sustainability certifications), and the local community – something that is particularly important to Franco Moschini.
The name, Interno Marche, literally translating as “Marche Interior”, pays homage to the geographic location of the hotel within the interior of the Marche region, as well as to its focus on interior design, which lies at the heart of its identity. Moreover, it nods to the genius loci of Tolentino, a town steeped in rich history and cultural significance. Over the centuries, Tolentino has witnessed the presence of notable figures such as Napoleon Bonaparte, Pope Sixtus V, and Francesco Sforza, and has served as the epicenter of significant historical events, including the treaty between France and the Papal States in 1797. Throughout its storied past, Tolentino has maintained a steadfast commitment to “tradition, innovation, culture, beauty, and creativity,” as epitomized by a manifesto penned by Nazareno Gabrielli at the dawn of the 20th century.
Tolentino, a hub of Poltrona Frau’s illustrious industrial history, is home to a museum inaugurated over ten years ago, showcasing the legacy of this iconic brand. But that’s not all; Tolentino also boasts the unique Miumor (Museum of Humour in Art), alongside architectural marvels like the 14th-century basilica of San Nicola, the cathedral of San Catervo, the Castello della Rancia as well as the Ponte del Diavolo (Devil’s Bridge). Furthermore, Tolentino serves as an ideal starting point for discovering the surrounding territory, which is nestled amidst the enchanting Sibillini Mountains, the picturesque Conero Riviera, and charming hilltop villages such as Urbisaglia, Elcito, and San Ginesio. Visitors can also explore the sanctuaries of Macereto and the Madonna di Loreto.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
