I have always admired Brunello Cucinelli as a designer and company for their commitment to the highest-quality ethical craftsmanship, creative contemporaneity, and preservation of mother earth.

During my two years of studies and immersion in Florence Italy, I gained a deep understanding and appreciation for the rich Italian culture and what “Made in Italy” truly represents. Therefore, it felt important for me to leave Italy having completed a project that would expand upon my key takeaways from the concept of “Made in Italy” and for me, Brunello Cucinelli epitomizes it all.

I began working on this midterm in November. It takes a multidisciplinary approach, integrating branding, hospitality design, sustainability initiatives, marketing, and luxury experience curation to create a fully immersive Brunello Cucinelli retreat.

I started by conducting extensive research on the company’s history, its values, visual identity, target clientele, and the deeper philosophy that underpins its success.

I worked with Adobe InDesign and Photoshop to create a curated booklet that visually embodies the brand’s aesthetic by carefully selecting fonts and colors, curating imagery, and keeping a cohesive theme throughout. Additionally, as a fashion management student, one of my strongest skills is developing seamless brand extensions that align with a brand’s core values while expanding its reach in a creative way.

My new proposal for Brunello Cucinelli is Silk and Stone Manor, a hillside haven in Solomeo. Every detail had to feel intentional, reflecting the same level of craftsmanship found in his garments. I created ideas for the architecture, interior design, and decor of the hotel to highlight how unique this could be to Cucinelli, which would set it apart from other luxury brands that do not have as strong of a connection to a specific place and community.

This establishment adds to the preservation and promotion of Tuscan culture through sustainable living and sharing this with loyal clients could spark an emotional, very intimate conection. The combination of the traditional rustic countryside with modern, contemporary design creates a magical blend. An invitation to Silk and Stone Manor is a warm welcome to the world of Cucinelli.

The guest journey at Silk and Stone Manor was designed to allow guests to fully to live the Cucinelli philosophy firsthand.

Experiences include:
Heritage & Hearth – A Farm-to-Table Restaurant
Castello di Solomeo – Wine Tasting Room
Brunello's Library – A small and charming room with Brunello's favorite philosophy books
Solomeo Experiences – Guided tours through the town's historic sites
Wellness Center – Yoga and meditation in open air settings
Exclusive Fashion Shows – A way to use the hotel as a venue for the brand.

The hotel would create a new tier of customer engagement, transforming Cucinelli clients into lifelong brand ambassadors. In addition, with only a handful of rooms, the hotel would remain highly selective and aspirational, it would maintain brand exclusivity and prestige. The hotel’s pricing model ($10,000 per night) includes all meals, experiences, and transportation within Solomeo. A portion of profits would go toward the Brunello and Federica Cucinelli Foundation, supporting the preservation of Solomeo’s historical sites and cultural traditions.

Silk & Stone Manor is a manifestation of everything Brunello Cucinelli stands for.

I received a 30/30 on this project and passed with honors.