Philippe Starck to Design New Brach Hotel in Central Rome

A rare new building by Philippe Starck is rising in central Rome, where the Brach Hotel will replace a demolished 1950s structure at Via Luisa di Savoia, opposite Porta del Popolo. The French designer conceived both the architecture and interiors, collaborating with local firm Surf Engineering of Raffaele Giannitelli. The project is financed by Zaka Investments and belongs to the French Evok group. The old school building, deemed of low architectural value, was razed to make way for a steel-and-glass edifice topped with cypress trees as specified by Starck, and featuring a large underground pool. Renderings show a classic, elegant insertion that dialogues with surrounding Liberty-style and 1930s buildings, including a palazzina by Giuseppe Capponi for Pier Luigi Nervi's construction company. The hotel is expected to open during the 2025 Jubilee. The project is an exception in Rome, where new construction in the historic center is rare, and most luxury hotel developments involve restoring historic palaces. The article, published by Artribune, notes that Starck's initial designs were more revolutionary.