Castello
di Novello

Piedmont
Italy

Fact Sheet V.1.

The ultimate fusion of heritage and quiet sophistication.

A hotel reborn in the rhythm of the region.

Rooted in centuries of history, Castello di Novello stands as a living monument in the vine-covered hills of Piedmont. Once a noble estate, its walls have witnessed generations of story, craft, and tradition - now reimagined as a sanctuary of quiet luxury.

This is more than a hotel. It’s a retreat for those who seek beauty with depth, and time with meaning. The original stonework, vaulted ceilings, and historic detailing are preserved and celebrated, balanced with contemporary design and intuitive hospitality.

Here, comfort will meet culture. From slow food to world-class wine, to private wellness rituals, every intended experience will be shaped by the rhythm of the region and the soul of the estate.

Castello di Novello will invite you to slow down, lean in, and reconnect - with place, with people, and with the power of enduring heritage.

An outdoor courtyard scene at dusk with chairs, potted plants, and a glass greenhouse attached to an old brick building, illuminated by warm lighting.
Person wearing a large wide-brimmed hat drinking from a glass
Snow-covered trees and a mountain landscape under a clear blue sky
A black and white photograph of a large, historic castle with turrets, tall windows, and ornate architectural details, sitting atop a stone wall with trees nearby.
Group of people dressed in formal attire sitting at a table outdoors, with a scenic landscape of rolling hills, trees, and a partly cloudy sky in the background. One man is smoking a cigar.
Bartender pouring a drink into a large cocktail glass with ice and soda, counter with bottles, jigger, and bar tools

The Opportunity
To create a Hotel of elegance and impact.

Castello di Novello represents a rare investment opportunity in one of Italy’s most culturally rich and naturally beautiful regions. Beyond its existing charm and heritage appeal, the property offers clear and tangible upside across both internal and external services.

Plans are in place to sensitively expand the guest offering through the addition of further rooms and suites, enabling a material uplift in revenue potential. Internally, there is scope to elevate the guest experience via enhanced wellness, dining, and event offerings - all aligned to the region’s slow-living, high-taste ethos.

Crucially, the brand itself is primed for repositioning. With the right stewardship, Castello di Novello has the potential to move beyond a regional gem into an internationally recognised name, synonymous with heritage hospitality, contemporary design, and authentic cultural immersion.

This is more than a property - it’s a platform for growth, with the foundations already in place.

The Concept
Defining Key Features

  • Location
    A serene semi-rural setting in the rolling Piedmont hills, with seamless access to Turin, Milan, and international transport links—offering guests both retreat and reach.

  • Bedrooms
    A curated collection of individually designed rooms and suites, blending high-concept interiors with artisanal detail, luxurious comfort, and effortless functionality.

  • Wellness & Spa
    A holistic sanctuary featuring state-of-the-art fitness, indoor and outdoor pools and spa facilities, including hydrotherapy, private treatment rooms, thermal experiences, and immersive wellness rituals inspired by the region’s natural elements.

  • Dining
    A refined rooftop restaurant showcasing seasonal, locally sourced cuisine alongside panoramic views, complemented by more relaxed all-day dining options and wine-forward tasting experiences.

  • Services
    Discreet, attentive service at every touchpoint: personalised concierge support, valet, and curated guest itineraries.

  • Social Lounge Areas
    A series of elegant yet inviting communal spaces - designed for both daytime relaxation and sophisticated evening gatherings. Think fire-lit aperitivo hours, bookable salon experiences, and artist-led cultural salons

Four men in suits walking outdoors through an open door at a formal event, with ornate interior wall decor and a marble table with glasses and a flower arrangement in the foreground.

Differentiators
‘A mix of informality & style'

"Castello di Novello offers a rare blend of heritage, setting, and service—designed for a new wave of luxury travellers seeking meaning over excess. Set within a historic estate, its architecture and story are preserved but reimagined through contemporary design and immersive experiences.

Just an hour from Milan and Turin, yet surrounded by rolling hills and vineyard life, the location offers true escapism without remoteness—a key draw for urban creatives and professionals seeking space to decompress.

Service is the signature—intelligent, warm, and informal in tone, yet precise in delivery. From local collaborations to personalised wellness and culinary moments, guests experience something rooted, refined, and culturally rich.

For a growing demographic seeking purposeful, emotionally resonant stays, Castello di Novello represents not just a place to stay, but a place to reconnect."

The Design Approach
Functional, Striking & Home

Castello di Novello blends quiet sophistication with expressive vibrancy—more private club than traditional hotel. The atmosphere is relaxed yet elevated, inviting guests to settle in, stay longer, and feel at home.

Interiors pair bold colour with rich texture, contemporary art with antique flourishes, and bespoke fittings with found objects. The result is a layered, eclectic style that feels curated but never contrived.

Every detail—from ambient lighting to tactile materials—is carefully considered, creating a hospitality experience that feels soulful, comfortable, and deeply personal.

The Audience
Urban minds & countryside calm

Castello di Novello attracts a discerning mix of international travellers and regional guests seeking a high-end escape within easy reach. Primary markets include design-conscious tourists from major European cities—Milan, Turin, Zurich, Paris, and Munich—drawn by the promise of authenticity, cultural richness, and refined hospitality just a short journey away.

Equally, the property appeals to local professionals and urban creatives seeking exclusive, restorative experiences without the need for long-haul travel. For both, Castello di Novello delivers a rare combination of accessibility, intimacy, and quietly luxurious design, making it a destination of choice for weekend retreats, private events, or extended stays.

We believe that luxury today is about presence, privacy, and emotional connection. Castello di Novello is to be their escape - a place where style, soul, and substance converge, and where every stay becomes part of a personal story worth telling.

A cozy dining area with an orange cushioned banquette and a round wooden table set with dishes and glasses, inside a screened porch overlooking a lush green garden with trees and grass.

The Space
Curated, Purposeful, Effortlessly Elegant

* Spa & Wellness Suite
A tranquil sanctuary featuring a pool, thermal rituals, private treatment rooms, and a modern fitness studio - all designed for deep restoration

* Rooftop Dining
A refined, elevated restaurant showcasing seasonal regional cuisine with panoramic views across the hills

* Casual Dining & Aperitivo Spaces
Indoor-outdoor areas offering relaxed meals, local wines, and sociable aperitivi throughout the day and evening

* Estate Terraces & Gardens
Landscaped spaces that blend privacy and openness - perfect for sun-soaked lounging, reading, or informal gatherings

* Bedrooms & Suites
Individually styled with character, comfort, and curated detail, each room feels like a private retreat

* Event & Gathering Rooms
Formal yet intimate spaces for private dinners, retreats, and cultural occasions - each adaptable, atmospheric, and beautifully appointed

Brand
Comfortably discreet

Castello di Novello is not marketed to the masses - this is a retreat for those who live in the spotlight but prefer to unwind outside it.  Rooted in heritage yet alive with creativity, the experience will be defined by its unforced elegance and deep sense of place. This isn’t to be a hotel built on formality, but on feeling a refined environment where beauty, warmth, and exceptional service come together in quietly extraordinary ways.

Here, excellence is intimate, characterful, and inviting. It’s in the perfectly poured glass of wine on the terrace, the thoughtful gesture from a host who remembers your favourite room, the art that surprises you in a quiet corridor.  Whether for a long weekend or a longer stay, guests are drawn by the brand’s sense of discretion, design, and emotional resonance—an experience that feels personal, never performative.  

 Our brand strategy targets discerning travellers and tastemakers across business, fashion, film, and sport- individuals who seek meaningful escape, not visibility. PR focuses on carefully chosen partnerships, editorial placements, and word-of-mouth through trusted voices rather than mainstream campaigns.

 Castello di Novello earns its profile not through noise, but through nuance. That’s where its lasting value lies.

See More >

 

Asset Location
Perfect getaway distance

Castello di Novello is nestled in the vine-covered hills of Piedmont, offering a serene, semi-rural escape with exceptional connectivity. Convenient for an escape from both Milan, Turin and the Ligurian coast by car, the property sits at the intersection of culture, countryside, and convenience.

Turin Airport (TRN) is a one-hour drive, and Milan Malpensa (MXP) is approximately a two-hour drive; both offer direct international access, while nearby high-speed rail links provide seamless onward travel across Europe. This unique positioning makes Castello di Novello an ideal retreat for both weekend escapes and longer immersive stays.

Castello di Novello

PR-driven. Understated sophistication

A middle-aged man with a bald head, glasses, and a beard, wearing a white shirt, resting his chin on his clasped hands, sitting in front of a dark background.
Close-up of a person's blazer pocket with a blue and white striped handkerchief in it.
Close-up of a silver luxury sports car's front wheel and part of the front bumper, showing design details and the headlight.
A woman in a satin backless dress holding a clutch bag walking on a street.
Black and white photograph of a middle-aged man with wavy hair, dressed in a suit and tie, looking thoughtfully into the distance with blurred lights in the background.
A woman in a white dress standing in a vineyard with rolling hills and trees in the background.
Black and white photo of a man and woman sitting at a bar or restaurant, viewed from behind. The woman has blonde hair styled in an updo and is wearing a sleeveless, backless dress with sequin embellishments. The man has dark hair and is dressed in a suit.
A person holding a pair of eyeglasses with round frames in one hand.
Black and white photo of a woman sitting by a pool, viewed from above. She wears a wide-brimmed hat and holds a drink with a straw. Her legs are in the water, and her hand, adorned with rings, rests on the poolside.

Marketing

As Castello di Novello quietly builds its reputation on the international stage, our vision is to establish a distinctive presence among discerning travellers and tastemakers across Europe and beyond. Through a refined blend of strategic PR, editorial storytelling, and selective social media engagement, we will grow brand awareness with precision, amplifying reach without compromising the discretion our guests value.

Rather than chasing attention, we cultivate it. Carefully selected brand ambassadors - drawn from the worlds of fashion, film, business, and sport - will embody the spirit of Castello di Novello: understated excellence, cultural richness, and emotional resonance.

In key markets, we will host intimate, high-concept events rooted in wellness, design, and gastronomy. These gatherings are not only brand moments, but community touchpoints - offering authentic connection and a shared ethos.

Philanthropic initiatives and artist-led collaborations will further extend Castello di Novello’s values into meaningful cultural contributions, reinforcing its identity as more than a destination - it’s a way of being, quietly influencing the lives it touches.

PR

Castello di Novello’s intended brand awareness strategy is rooted in authenticity, discretion, and cultural depth, designed to resonate with a refined audience who value privacy, inspiration, and purposeful escape. An approach centred on curated lifestyle exposure that celebrates wellness, creativity, and the quiet art of living well.

Rather than traditional campaigns, intimacy will build the longer you stay, experience high-impact services: from private wellness retreats and culinary residencies to artist collaborations and thought-led gatherings. These activations are designed not for spectacle, but for resonance -connecting with guests and tastemakers across fashion, film, business, and sport who value sophistication over visibility.

With a strong editorial and referral-led focus, our PR will combine strategic storytelling, carefully placed features, and brand-aligned partnerships. This creates a narrative that positions Castello di Novello not only as a luxury destination but also as a cultural touchstone - a place where time slows, ideas flow, and reputations quietly flourish.

This measured approach ensures brand equity will not only be built but also protected, aligning seamlessly with the values of our clientele and partners alike.

Project Appraisal V.1.
Interior Mood Board
Castello di Novello

Stone staircase with balustrades leading to a building with green shutters, a small round window, and bust sculptures on a terrace, surrounded by greenery under a blue sky.
A woman in a white strapless dress and high heels standing on a vintage sofa in a richly decorated room, with ornate gold-framed mirror and patterned wallpaper.
A cozy living room with a green velvet sofa, two red ottomans, and matching side tables with lamps. The wall features a mural of trees and nature, with framed artwork and a sculpture of a horse on a shelf. The ceiling has arched, cream-colored beams.
Woman sitting in bed with white bedding, drinking from a teacup, in a luxurious room with ornate gold headboard and patterned wallpaper.
A person relaxing in a swimming pool inside a rustic, brick-walled room with arched ceilings, dim lighting, and decorative lanterns.
Bathroom with black-and-white checkered floor, white walls, wooden vanity with a white sink, a large round mirror, a tall plant, wall sconces, and a bathtub visible on the left.
A person is cleaning a rectangular swimming pool surrounded by lounge chairs, lush greenery, tall trees, a small stone building, and a gazebo in the background on a sunny day.
Living room with large windows, orange velvet sofa, gold coffee table, large green plant, ornate mirror, and vintage decor.
Man in a dark pinstripe suit setting a dinner table in a warmly lit, elegant dining room with large windows overlooking a stone archway and garden.
Elegant bar with a variety of liquor bottles on illuminated wooden shelves, a marble countertop with lemons in a bowl, a lamp, and floral arrangements, chandelier, and wall mural in the background.
Wine bottles on wooden shelves and in crates in a wine shop or cellar.
A lush green garden with a rectangular reflecting pool surrounded by trimmed grass and trees, with two classical urns on pedestals and a rustic barn building in the background.
Chef serving a bowl of seafood pasta with shrimp, clams, and cherry tomatoes.