Nova

Private Retreat | Lucca, Tuscany

Modern Ease, Tuscan Soul

Set among the rolling hills of Tuscany, Nova was envisioned as a contemporary retreat where modern comfort and Italian hospitality exist in effortless balance.

The project called for an identity that could capture the warmth of a private residence while maintaining the refinement expected of a luxury destination. Rather than relying on traditional hospitality tropes, the objective was to create a visual language rooted in simplicity, materiality, and a deep sense of place.

Concept No. 9 was commissioned to develop the brand identity and guest experience framework, establishing a system designed to guide every interaction, from arrival through departure.

Disciplines

Strategy
Identity
Hospitality Design
Guest Experience
Communications

001

Designing for Hospitality

Every touchpoint was developed through the lens of hospitality.

Guest correspondence, welcome materials, directories, experience guides, stationery, and in-room collateral were conceived as extensions of the same experience. Each piece was designed to provide clarity while reinforcing the character of the retreat.

The system relies on careful typography, tactile materials, and thoughtful restraint. Blind embossing, textured papers, and considered layouts create moments of quiet luxury that reveal themselves through use rather than announcement.

Nothing feels excessive. Every element serves a purpose.

The Guest Journey

From the first welcome note to curated local recommendations, every interaction was considered as part of a larger narrative.

The system was designed to anticipate needs, offering guidance with the same ease and confidence found throughout the property itself. This approach transforms branding into service.

The visual identity extends beyond communications into the physical environment.

Objects and Atmosphere

Custom amenities, guest essentials, presentation packaging, and branded objects were developed as natural extensions of the retreat's atmosphere. Inspired by the textures and tones of Tuscany, these pieces reinforce a sense of place while maintaining consistency across every touchpoint.

A Contemporary Expression of Italian Hospitality

Nova represents a hospitality brand built on restraint, comfort, and authenticity.

The project demonstrates how thoughtful design can shape the guest experience without demanding attention. Every detail, from typography and materials to guest communications and amenities, contributes to a cohesive experience grounded in warmth and clarity.

What emerged is more than a visual identity.

It is a hospitality system designed to feel as welcoming as it is refined, bringing together modern ease and Tuscan soul in every interaction.