Interno Marche Design Hotel

What Interno Marche Design Hotel does

Interno Marche is a privately-held Design Experience Hotel operating under the legal entity Interno Marche SRL in Tolentino (Macerata province), Marche, Italy. The property is housed in Villa Gabrielli, a 3,600 m² late Liberty (Art Nouveau) building constructed in 1922 that originally served as the headquarters of the Nazareno Gabrielli leather company and later as the Poltrona Frau production facility. Following acquisition by entrepreneur Franco Moschini in 2016, the building underwent a three-year renovation involving approximately 2,000 professionals and an investment reported to exceed €20 million, reopening in June 2024. The hotel operates 30 uniquely themed rooms (25 designer-dedicated rooms and 5 long-stay suites) across seven categories, supplemented by L'Opificio restaurant-bistrot, a spa and wellness center, and curated experience packages.

The business model combines room accommodations (ADR €180–€350 including breakfast), ancillary F&B revenue (L'Opificio is open to the public under chef Alessandro Campetella), spa access (open to external visitors aged 16+), and approximately 11 distinct experience packages (Room Roulette, Slow Rhythm, Bike Weekend, Hands-on Design, Party Spa, Detox Break, Night Spa, Relax and Taste, Spa Week, SPA & Design Day Use, Interno Marche Experience). A proprietary Digital Vault / Caveau Digitale system uses QR codes in each room to surface an exclusive archive of designer biographies, sketches, and provenance data — supporting a "phygital" cultural-tourism positioning. Distribution combines direct bookings (via internomarche.it with SimpleBooking integration) and OTAs (Booking.com rated 9.5/10, TripAdvisor 5/5, Google 4.9/5). The customer base skews to design enthusiasts, cultural tourists, business travelers, and event clients (Tod's Group, local corporate events, graduation receptions).

The property has achieved two industry-first sustainability certifications: LEED V4 for Hospitality Platinum (87 points, first in Italy) and GBC Historic Building Platinum (95 points, first globally). It is owned through the Moschini family estate and managed operationally by CEO Silvia Ruffini, with the Fondazione Design Terrae coordinating cultural and territorial initiatives. The operating geography is primarily EMEA with global inbound bookings through OTAs and editorial media. The company reports 11 employees and operates no mobile application, no public APIs, and no AI/ML systems disclosed in available sources.

Name

Interno Marche Design Hotel

Legal name

Interno Marche SRL

Website

https://internomarche.it

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Interno Marche is a privately-held 30-room Design Experience Hotel in Tolentino, Italy, housed in the historic Villa Gabrielli, offering themed accommodations dedicated to Italian design icons alongside restaurant, spa, and curated cultural experience packages.

Ownership category

akta.pro rank

Product category

Boutique Design Hotel

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

Hotels & Motels (7011)

akta.pro primary industry

Luxury Boutique & Lifestyle Resorts (THAGACAO)

akta.pro secondary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

Keywords

• Design experience hotel
• Boutique heritage hospitality
• Italian design tourism
• Spa wellness services
• Luxury accommodation packages

Headquarters

HQ city

Tolentino

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Hotel Accommodations: Revenue from room rentals across 30 uniquely designed rooms and suites. Room categories include Superior (20-22m²), Deluxe (27-29m²), Garden Rooms, Junior Suites (27-29m²), Studio Suites (30-40m²), Executive Studio Suite (60m²), and Presidential Suite (40m²). Check-in from 14:00, check-out by 11:00. Breakfast included in all rates.
2. SPA and Wellness Services: The wellness area includes indoor pool with counter-current swimming, hydromasssage jets, Finnish sauna, Turkish bath, sensory showers, relaxation area, and outdoor whirlpool. Open to hotel guests and external visitors (16+ years) for a fee. Massages and treatments available.
3. L'Opificio Restaurant and Bistrot: Restaurant-bistrot open to hotel guests and the public, serving international cuisine with forays into Marche region traditions. Lunch offers simpler fare while dinner features à la carte and tasting menu. Chef Alessandro Campetella leads the kitchen.
4. Package Experiences and Events: Curated experience packages combining accommodation, spa access, dining, and activities. Examples include Spa & Design Room (€160/day use), Room Roulette (€355/2 nights), Slow Rhythm (€310/night), Bike Weekend (€450/2 nights), and Party Spa (€500/2 hours).

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Interno Marche is a 30-room Design Experience Hotel in Tolentino, Italy, offering uniquely themed accommodation in a restored 1922 Art Nouveau villa, each room dedicated to a celebrated Italian designer or design movement. The property bundles accommodation with L'Opificio restaurant-bistrot, a full SPA & Wellness center, the Design Explorer digital archive accessible via QR codes, and a portfolio of curated multi-day experience packages that combine design, gastronomy, and wellness.

Product overview

Interno Marche is a Design Experience Hotel located in Villa Gabrielli, Tolentino, offering a unified hospitality experience centered on Italian design heritage. The property features 30 uniquely themed rooms and suites across seven categories (Superior, Garden, Deluxe, Junior Suite, Studio Suite, Executive Studio Suite, Presidential Suite), each dedicated to renowned designers or artistic movements. Supporting amenities include L'Opificio restaurant and bistrot, a comprehensive SPA and wellness center, and the Design Explorer interactive experience with QR-coded digital vault access. The hotel offers approximately 11 distinct experience packages ranging from day-use SPA options to multi-night cultural immersion programs. Built as a passion project by Franco Moschini (Poltrona Frau founder), the property serves as both accommodations and a living museum of 60+ years of Italian design.

Differentiator

Problem solved

Functional benefit

Products and services

• Superior Rooms Entry-level accommodation offering 20-22m² rooms with refined comfort, frescoed ceilings, and views of the garden or cathedral, suitable for business and leisure travelers.
• Garden Rooms Spacious rooms and annexes with private garden access and small green areas, offering pet-friendly accommodations with extra privacy for guests traveling with animals.
• Deluxe Rooms 27-29m² rooms offering extra space and refinement, featuring original environments with frescoed ceilings or round beds, combining practicality with sophisticated design.
• Junior Suites 27-29m² refined and private environments with terraces or small living areas, wooden ceilings, and panoramic views, combinable to host up to six people.
• Studio Suites

Quantifiable outcome

• First LEED Platinum Hotel in Italy and third in the world with 87 points
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• ORA Studio (Cristiana Antonini and Claudio Tombolini)coreImplementation/ SI/ Consulting Partner · 1 June 2024Local Tolentino architecture firm responsible for the complete renovation of Villa Gabrielli. Coordinated approximately 2,000 professionals including engineers, restorers, geologists, agronomists, and interior designers over three years. Responsible for philological research for room installations and informative panels. Designed the hotel's architectural transformation while preserving historic elements.
• Poltrona FraucoreStrategic or Co-development Partner · 1 June 2024Primary furniture supplier from Poltrona Frau's collection. Franco Moschini, founder of Interno Marche, was former president of Poltrona Frau and facilitated the connection. The hotel features iconic pieces including Vanity Fair armchair, Chester One sofa, and Lullaby bed. Poltrona Frau Museum located nearby.
• Gebrüder Thonet ViennacoreStrategic or Co-development PartnerFurniture supplier for the hotel, particularly for the lobby, breakfast room, and lounge bar areas. Franco Moschini owns this company. Features bentwood furniture including the iconic No. 14 café chair displayed in pieces at the entrance.
• CassinaminorStrategic or Co-development PartnerItalian furniture manufacturer whose pieces are featured throughout the hotel, including Franco Albini's Veliero bookshelf.
• CappelliniminorStrategic or Co-development PartnerItalian design furniture brand whose pieces are part of the hotel's collection.
• ZanottaminorStrategic or Co-development PartnerItalian furniture manufacturer whose designs are featured in various rooms.
• GuframminorStrategic or Co-development PartnerItalian design furniture brand contributing pieces to the hotel collection.
• Fondazione Design TerraecoreStrategic or Co-development PartnerFoundation promoted by Franco Moschini to coordinate and promote the hotel project and territory initiatives. Coordinates cultural projects and the 'beautiful, good and well made' philosophy. Oversees promotion of Alto Maceratese region and design culture.
• VeniniminorStrategic or Co-development PartnerVenetian glass manufacturer that recreated a chandelier for Gio Ponti's room 210.
• Michele De LucchicoreStrategic or Co-development PartnerArchitect and designer who designed Room 104 furnishings in wood, the Poltrona Frau Museum, and the Teatro Politeama restoration. Also designed wooden furniture for the hotel.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Casa Angelina: Boutique design-led cliffside hotel on the Amalfi Coast with minimalist interiors, restaurant, and spa. Comparable to Interno Marche as a small (under 40 rooms) design-forward Italian luxury property with strong ancillary mix.
• Portrait Roma: Lungarno Collection boutique property near the Spanish Steps in Rome; design-forward, small (14 rooms), curated interiors. Comparable to Interno Marche as a luxury lifestyle hotel targeting design-conscious travelers at premium ADR.
• The First Roma Arte: Small luxury boutique hotel in Rome featuring curated contemporary art and design-forward interiors. Comparable to Interno Marche on art/design-led small luxury positioning and curated room themes.
• Borgo Pignano: Luxury boutique estate hotel in rural Tuscany focused on wellness, gastronomy, and curated cultural experiences. Comparable to Interno Marche on small-scale curated lodging, design-forward positioning, and experience-led revenue mix.
• Le Sirenuse Positano: Iconic family-run luxury boutique hotel on the Amalfi Coast (58 rooms) with curated interiors and Michelin-level dining. Comparable to Interno Marche on luxury boutique positioning and Italian lifestyle hospitality.
• JK Place Roma: Boutique design hotel in Rome with curated interiors, rooftop restaurant, and a strong design-tourism brand. Closely comparable to Interno Marche on positioning, scale, and design-led guest experience.
• 21c Museum Hotels: Multi-property U.S. brand explicitly built as a 'hotel-museum' combining contemporary art, design-led rooms, and F&B. Directly comparable to Interno Marche for combining lodging with curated museum-quality collections as the core offer.
• Casa Cipriani Milano: Milan-based luxury lifestyle hotel combining curated interiors, F&B, spa, and members-club energy. Comparable to Interno Marche as a small-footprint, design-forward luxury property anchored in Italian heritage and high-end ancillary mix.
• COMO Castello del Nero: Restored 18th-century Tuscan estate operated under COMO's wellness-led luxury brand. Comparable to Interno Marche as a heritage-restored Italian luxury property combining design, wellness, and gastronomy.

Emerging players

• Casa Maria Luigia: Small design-led boutique property outside Modena associated with chef Massimo Bottura, blending culinary, music, and design heritage. Comparable to Interno Marche as an Italy-based, small-scale, design-and-experience-led luxury boutique stay.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@internomarche
• Facebookfacebook.com/internomarche
• Instagraminstagram.com/internomarche
• LinkedInlinkedin.com/company/interno-marche-design-experience-hotel

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Interno Marche Design Hotel