The starting point: atmosphere
There is one question the creative duo Barbieri Magalini asks at the beginning of every project: “What atmosphere do we want to create?” In hospitality, this question becomes even more crucial. A hospitality space is meant to be inhabited, experienced, remembered. Every choice — from the material of a wall to the paper weight of a menu, from the tone of the welcome to the imagery built virtually before even stepping inside — contributes to shaping that atmosphere.
Why MM Company
A holistic approach
MM Company works through systems, ensuring an integrated curation of the entire brand experience. A hotel is not simply a place: it is a brand to be lived. This is what MM Company has been doing for over ten years: building coherent brand identities across space, communication and experience. Years of working with high-end brands in the worlds of furniture, fashion and interior design (cc-Tapis, Lualdi, Etel, laCividina, Prada Group) have provided Barbieri Magalini with a precise design vocabulary — materials, proportions, atmospheres, narratives — that naturally translates into the language of hospitality. Thanks to its experience, MM Company brings not only the ability to design spaces, but also to tell their story.
In hospitality, guests experience the brand at 360 degrees: through all their senses, at every moment of their stay, and even before and after it. For this reason, MM Company’s holistic approach s not simply an added value: it is an essential condition. The MM Kaleidoscope — the tool through which the agency analyses and guides a brand identity across its many facets — when applied to a hospitality project, connects aspects that are often managed separately: the architectural concept, market positioning, visual communication, editorial tone of voice and guest experience. Everything is designed as a system, not as a sum of independent decisions.
Why MM Company
MM Company works through systems, ensuring an integrated curation of the entire brand experience. A hotel is not simply a place: it is a brand to be lived. This is what MM Company has been doing for over ten years: building coherent brand identities across space, communication and experience. Years of working with high-end brands in the worlds of furniture, fashion and interior design (cc-Tapis, Lualdi, Etel, laCividina, Prada Group) have provided Barbieri Magalini with a precise design vocabulary — materials, proportions, atmospheres, narratives — that naturally translates into the language of hospitality. Thanks to its experience, MM Company brings not only the ability to design spaces, but also to tell their story.
A holistic approach
In hospitality, guests experience the brand at 360 degrees: through all their senses, at every moment of their stay, and even before and after it. For this reason, MM Company’s holistic approach s not simply an added value: it is an essential condition. The MM Kaleidoscope — the tool through which the agency analyses and guides a brand identity across its many facets — when applied to a hospitality project, connects aspects that are often managed separately: the architectural concept, market positioning, visual communication, editorial tone of voice and guest experience. Everything is designed as a system, not as a sum of independent decisions.
Services: an integrated system
MM Company can act as the creative and strategic partner overseeing a project in an integrated way, or intervene on specific individual activities. Below are the main areas of expertise.
1. Strategic consultancy and concept
Before any aesthetic decision, there is strategic work: what is the identity of the property? Who is it speaking to? What feeling should it leave behind? MM Company begins every project with an in-depth analysis of the brand DNA, defining the narrative concept that will guide every subsequent decision: spatial, visual and communicative.
Activities: strategic consultancy, trend research, target and positioning analysis, narrative concept definition.
2. Integrated art direction
MM Company can take on the role of art director for the entire property: from supervising the interior design project to ensuring visual coherence across every communication touchpoint. A single creative direction guarantees that the material palette within the spaces is the same one guiding the website, social media profiles and in-room welcome kit. This is the value of integrated art direction: a unified and imaginative vision that holds everything together.
3. Interior design and spatial identity
Designing spaces is an act of storytelling. Every environment becomes a scene within a larger narrative. MM Company designs spaces — also in collaboration with interior design and architecture studios — with a precise and recognisable identity, built through distinctive elements, bespoke furnishings, curated selections of objects and accessories, and a sensory attention to detail that transforms a stay into an experience.
Activities: interior design projects, design of identity-defining architectural elements, bespoke furniture design, selection of accessories and objects, space styling.
4. Brand identity and visual design
A hospitality property requires a coherent visual identity just as much as a fashion or furniture brand.
Logo, palette, typography and communication materials must all reflect the same atmosphere as the spaces themselves. MM Company develops the property’s narrative concept and translates it into a coherent visual system: name, payoff, tone of voice and visual identity. This is the moment when the physical becomes communicative, when space acquires a voice.
Activities: branding and visual identity, web design, communication materials design (welcome kits, menus, signage, amenity packaging).
5. Content production: photography, video and storytelling
MM Company conceives a property’s editorial plan the same way one would design a magazine: with a clear line, rhythm and voice. The agency also handles content production, where content is not documentation but narration. Images build the property’s imaginary world before guests even arrive, and continue telling its story after departure through websites, social media, digital marketing and press activities.
Activities: creative direction of sets, interior and still-life photography, videos and short films, renderings and 3D visuals for the design phase, copywriting and storytelling.
6. Communication and digital marketing
The property’s story must travel — across social media, websites and campaigns. MM Company manages digital presence with the same level of care reserved for furniture and fashion brands: a recognisable voice, consistent visual quality and a strategy capable of building a community around the property.
Activities: social media management and content planning, digital advertising, newsletters, SEO consultancy and digital marketing.
7. Events, experiential hospitality and conviviality
A hospitality property is never simply a place to sleep: it is an experiential stage. In line with the convivial and humanistic spirit of its creative duo, MM Company can design not only spaces but also the experiences that animate them: dinners, gatherings, cultural events and temporary experiences. Activities that transform a property into a reference point for its community, generating authentic storytelling across communication channels.
Activities: curation of events and experiential formats, art de la table projects, dinner and convivial experience concepts, collaborations with reference communities.
Case history: Casa Caleido
The most direct way to understand what it means to entrust MM Company with a hospitality project is to look at Casa Caleido — at once a private residence and a guest apartment for design lovers. A project where the creative duo Barbieri Magalini personally curated every layer: concept, brand identity, interior design, furniture design, object selection, photographic production and communication.
The starting point was, as always, research into atmosphere: creating an imaginative and relaxing place inspired by the concept of raw beauty. From there, every decision followed coherently: the recovery of original architectural elements, the eclectic dialogue between inspirations and the design of stylistic elements.
Many of the furnishings were designed by the duo and crafted by artisans, with a palette ensuring absolute coherence throughout the spaces. The hospitality experience itself was curated in every detail: brand identity, photography and communication transformed Casa Caleido into a true design experience, featured both in international magazines and through direct communication channels.
