Enter Password
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 meets culture. From slow food and local wine to private wellness rituals, every experience is shaped by the rhythm of the region and the soul of the estate.
Castello di Novello invites you to slow down, lean in, and reconnect – with place, with people, and with the power of enduring heritage.
The Opportuntiy
To create a Hotel of elegance and impact.
The Opportuntiy
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.
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.
Experience and Spaces
Curated, purposeful, effortlessly elegant
Experience and Spaces
Curated, purposeful, effortlessly elegant
Setting & Access
A serene semi-rural retreat in the Piedmont hills, with practical access to Turin, Milan and international transport. A sense of escape, without isolation.
Bedrooms & Suites
Individually designed rooms and suites that balance character with comfort and functionality. Each feels like a private retreat, not a standardised product.
Wellness & Spa
A calm, contemporary sanctuary with thermal experiences, hydrotherapy, private treatment rooms and a modern fitness studio. Wellness that feels rooted in place, not bolted on.
Setting & Access
A serene semi-rural retreat in the Piedmont hills, with practical access to Turin, Milan and international transport. A sense of escape, without isolation.
Bedrooms & Suites
Individually designed rooms and suites that balance character with comfort and functionality. Each feels like a private retreat, not a standardised product.
Wellness & Spa
A calm, contemporary sanctuary with thermal experiences, hydrotherapy, private treatment rooms and a modern fitness studio. Wellness that feels rooted in place, not bolted on.
Dining & Aperitivo
A refined rooftop restaurant with panoramic views and seasonal, locally sourced cuisine, supported by relaxed indoor-outdoor spaces for all-day dining and wine-led tasting moments.
Gardens, Terraces & Outdoor Living
Landscaped areas that blend privacy and openness, designed for reading, sun-soaked stillness and informal gatherings.
Gatherings & Events
Formal yet intimate rooms for private dinners, retreats and cultural occasions, adaptable in layout, atmospheric in tone and beautifully appointed.
Dining & Aperitivo
A refined rooftop restaurant with panoramic views and seasonal, locally sourced cuisine, supported by relaxed indoor-outdoor spaces for all-day dining and wine-led tasting moments.
Gardens, Terraces & Outdoor Living
Landscaped areas that blend privacy and openness, designed for reading, sun-soaked stillness and informal gatherings.
Gatherings & Events
Formal yet intimate rooms for private dinners, retreats and cultural occasions, adaptable in layout, atmospheric in tone and beautifully appointed.
Service & Curation
Discreet, attentive service at every touchpoint, with personalised concierge support, valet and curated itineraries that make the region feel effortlessly accessible.
Social Lounges & Salons
A series of elegant communal spaces for daytime calm and evening ritual: fire-lit aperitivo hours, bookable salons and occasional artist-led cultural moments.
Service & Curation
Discreet, attentive service at every touchpoint, with personalised concierge support, valet and curated itineraries that make the region feel effortlessly accessible.
Social Lounges & Salons
A series of elegant communal spaces for daytime calm and evening ritual: fire-lit aperitivo hours, bookable salons and occasional artist-led cultural moments.
Defining Key Features
Setting & Access
A serene semi-rural retreat in the Piedmont hills, with practical access to Turin, Milan and international transport. A sense of escape, without isolation.
Bedrooms & Suites
Individually designed rooms and suites that balance character with comfort and functionality. Each feels like a private retreat, not a standardised product.
Wellness & Spa
A calm, contemporary sanctuary with thermal experiences, hydrotherapy, private treatment rooms and a modern fitness studio. Wellness that feels rooted in place, not bolted on.
Dining & Aperitivo
A refined rooftop restaurant with panoramic views and seasonal, locally sourced cuisine, supported by relaxed indoor-outdoor spaces for all-day dining and wine-led tasting moments.
Service & Curation
Discreet, attentive service at every touchpoint, with personalised concierge support, valet and curated itineraries that make the region feel effortlessly accessible.
Social Lounges & Salons
A series of elegant communal spaces for daytime calm and evening ritual: fire-lit aperitivo hours, bookable salons and occasional artist-led cultural moments.
Gardens, Terraces & Outdoor Living
Landscaped areas that blend privacy and openness, designed for reading, sun-soaked stillness and informal gatherings.
Gatherings & Events
Formal yet intimate rooms for private dinners, retreats and cultural occasions, adaptable in layout, atmospheric in tone and beautifully appointed.
Differentiators
A mix of informality & style
The Design Approach
Functional, Striking & Home
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.
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 Design Approach
Functional, Striking & Home
Differentiators
A mix of informality & style
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.
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 Audience
Urban minds in search of 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.
Brand
Comfortably discreet
Castello di Novello is not marketed to the masses – it’s discovered by those who know where to look. The brand is built on quiet confidence, refined storytelling, and a curated presence that speaks directly to a high-value audience without ever chasing attention.
Our 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.
This is a retreat for those who live in the spotlight but prefer to unwind outside it. 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.
Castello di Novello earns its profile not through noise, but through nuance. That’s where its lasting value lies.
Boutique Hotel Market Growth Outlook from 2025 to 2035
Boutique Hotel Market Growth Outlook
from 2025 to 2035
Aseet Location
Perfect getaway distance
Aseet 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. Just 75 minutes from both Milan and Turin by car, and approximately 90 minutes from the Ligurian coast, 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 is nestled in the vine-covered hills of Piedmont, offering a serene, semi-rural escape with exceptional connectivity. Just 75 minutes from both Milan and Turin by car, and approximately 90 minutes from the Ligurian coast, 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.
Costello di Novello
Brand DNA
PR-led. Understated sophistication.
Set in the rolling hills of Piedmont, Castello di Novello pairs heritage character with a quietly contemporary spirit. The experience is defined by unforced elegance and a deep sense of place – warm, refined, and instinctively well looked after.
This is not hospitality built on ceremony, but on feeling. Luxury here is intimate and inviting: the perfectly poured glass of local wine on the terrace, a host who remembers how you like your room, a piece of art that catches you off guard in a quiet corridor.
Our guests – from film, fashion, sport and beyond – arrive not to be seen, but to reconnect. They share our belief that modern luxury is about presence, privacy and emotional ease. Castello di Novello is their escape: where style, soul and substance converge, and each stay becomes part of a personal story worth telling.
PR
Castello di Novello’s 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. Our approach centres on curated lifestyle exposure that celebrates wellness, creativity, and the quiet art of living well.
Rather than traditional campaigns, we build presence through intimate, high-impact experiences: 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 combines 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 is not only built, but protected—aligning seamlessly with the values of our clientele and partners alike.
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 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.
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 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 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. Our approach centres on curated lifestyle exposure that celebrates wellness, creativity, and the quiet art of living well.
Rather than traditional campaigns, we build presence through intimate, high-impact experiences: 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 combines 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 is not only built, but protected—aligning seamlessly with the values of our clientele and partners alike.
Costello di Novello
Brand DNA
PR-led. Understated sophistication.
Set in the rolling hills of Piedmont, Castello di Novello pairs heritage character with a quietly contemporary spirit. The experience is defined by unforced elegance and a deep sense of place – warm, refined, and instinctively well looked after.
This is not hospitality built on ceremony, but on feeling. Luxury here is intimate and inviting: the perfectly poured glass of local wine on the terrace, a host who remembers how you like your room, a piece of art that catches you off guard in a quiet corridor.
Our guests – from film, fashion, sport and beyond – arrive not to be seen, but to reconnect. They share our belief that modern luxury is about presence, privacy and emotional ease. Castello di Novello is their escape: where style, soul and substance converge, and each stay becomes part of a personal story worth telling.
PR
Castello di Novello’s 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. Our approach centres on curated lifestyle exposure that celebrates wellness, creativity, and the quiet art of living well.
Rather than traditional campaigns, we build presence through intimate, high-impact experiences: 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 combines 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 is not only built, but protected—aligning seamlessly with the values of our clientele and partners alike.
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 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.
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 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 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. Our approach centres on curated lifestyle exposure that celebrates wellness, creativity, and the quiet art of living well.
Rather than traditional campaigns, we build presence through intimate, high-impact experiences: 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 combines 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 is not only built, but protected—aligning seamlessly with the values of our clientele and partners alike.
Costello di Novello
Project Appraisal
Interior Mood Board
For more information please contact
steve@thorne-co.com
Maybe some more words about contact options… Small print detail???
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 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.
For more information please contact
steve@thorne-co.com
Maybe some more words about contact options… Small print detail???
Costello di Novello
Project Appraisal
Interior Mood Board
For more information please contact
steve@thorne-co.com
Maybe some more words about contact options… Small print detail???
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 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.
For more information please contact
steve@thorne-co.com
Maybe some more words about contact options… Small print detail???