21 House of Stories is setting a new standard in hybrid hospitality, merging hotels with co-working and cultural spaces, and now planning expansive growth throughout Europe.
New kids on the hybrid hospitality block – 21 House of Stories – are revolutionising the hotel industry and seeking expansion beyond Milan across metropolitan cities in Italy and across wider Europe.
With roots deep in local culture, 21 House of Stories is making waves with its flex-hybrid concept. Setting the new gold standard for the future of travel and work, 21 House of Stories showcase an innovative blend of hotels, co-working spaces, high quality F&B offerings – including authentic Italian restaurant, Domenica – and various creative indoor and outdoor lifestyle spaces which are ideal for hosting events.
After opening their first hotel – 21 House of Stories Città Studi – in 2020, the hybrid hospitality brand marked a significant growth milestone in September 2023 with the launch of their second property in the Navigli neighbourhood of Milan. This strategic expansion not only enhances the brand’s footprint but also sets a new benchmark for integrating work, leisure, and culture. The concept offers a fresh perspective on hospitality by truly catering to the multifaceted needs of modern travellers and locals alike.
Founded on the vision of Alessandro and Mauro Benetton, and brought to life under the direction of Managing Director Nicola Accurso, 21 House of Stories is more than a destination – it’s a movement.
“We’re not just creating spaces; we’re crafting experiences that inspire and connect,” says Accurso. “Our flex-hybrid concept is designed for today’s dynamic lifestyles, offering truly authentic Italian hospitality and flexible spaces for locals and travellers to connect beyond basic small talk.”
And it’s fair to say that the brand has gotten off to a flying start. Their rooftop bar I Mirador – located at their Navigli property – was fully booked within a few days of their opening and experiencing queues around the block on a daily basis and their Citta Studi property maintained an 86% occupancy rate throughout the last year.
So, what’s next for 21 House of Stories? The hybrid hospitality brand has ambitious growth plans and is currently pursuing development opportunities through lease and management contracts across Europe.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
