Hub161 Launches 'Whispered Luxury' Format to Foster Custom Design in Italian Hospitality

Hub161 has introduced a new cultural and editorial initiative called 'Il Lusso Sussurrato' (Whispered Luxury), aimed at promoting dialogue between Italy's historic residences, high-end hospitality venues, and custom design professionals. Founded by Raffaella Verri Zorzi, the project seeks to move beyond ostentatious luxury by emphasizing the interaction between design, cultural heritage, and local context. It focuses on tailored design as a key tool for preserving the identity of historic buildings like palaces and farmhouses while integrating contemporary elements, thereby enhancing the guest experience through authentic, context-aware environments. The format serves as a permanent ideas lab, producing editorial content and projects to build a network that values craftsmanship, landscape, and bespoke design. The launch event occurred on March 10 at Chateau Monfort in Milan, featuring discussions with participants such as editor Claudia Chiari of Celebre Magazine, lawyer Massimiliano Sammarco, and architect Andrea Mannocci, who highlighted the role of custom design in maintaining heritage and meeting modern hospitality needs. Future activities are planned for 2026, including engagements during Milan's Design Week from April 20 to 26, to further explore these themes and foster collaborations across the sector.