21 Way of Living, the hybrid hospitality concept conceived by Alessandro and Mauro Benetton, evolves into 21 House of Stories, a new name conceived as a function of an increasingly accurate explanation of the design heart
Started with a first structure in Milan in Città Studi, 21 House of Stories is a place where where different daily needs come together: you can stay there, work, or simply socialize.
A shared space
21 House of Stories is to all intents and purposes a shared dimension that refreshes and makes the traditional interpretation of hospitality contemporary. It is a space, in a broader sense than just the physical meaning, in which to feel part of a community made up of interconnected people who share experiences, ideas, energies.
The winning formula
Alongside the intertwining of stories that animate 21 House of Stories every day (just as the name suggests) and which have made it a point of reference for socializing in the city, there are also the transformations of the habits of life and work defined by the pandemic have meant that the concept has become the answer to a concrete need.
It is also crossed by the results of 2022, which since the restart in March have seen a hotel occupancy rate over 90%, as well as a considerable attendance at concerts and talks, consistent presences in the spaces coworking and at the bistro.
The new opening
The meeting between the goals achieved with the first structure in Milan and the launch of the new address in the Navigli area, have made concrete the need to evolve the story of reality, which has thus taken on a new name and a new logo, developed together with the FM agency Studio.
"The launch of the marketing of the second structure represents the ideal moment to update the brand in the light of the learning accumulated in the first two years of activity: our concept evolves in an even more lifestyle and disruptive direction in which the guest can mix sphere private and professional in an extremely stimulating environment. Our House of Stories is the physical and digital place where guests' stories become unique", says Nicola Accurso, managing director of 21 House of Stories.