Creating a New Era of Italian Luxury Hospitality with Le Graal

In Italy, the notion of hospitality extends beyond mere service; it’s about place and connection. Le Graal, a new luxury brand founded by Fabrizio Di Amato, seeks to transcend the conventional hotel experience. Rather than viewing itself as just a series of accommodations, Di Amato envisions a network of destinations where Italian hospitality, design, and culture intertwine.

The brand plans to launch with three distinctive locations: a five-star hotel in Cortina d’Ampezzo set to open this autumn, a private members’ club in Rome expected to debut this winter, and a wellness retreat on Lake Garda projected for 2028. For Di Amato, who also heads the engineering group Maire, this venture marks his personal entry into hospitality. He expresses, “Le Graal represents a new chapter of a broader vision I am developing through my family office aimed at elevating and reinterpreting the excellence of Made in Italy,” aiming to blend cultural richness and aesthetic pleasure in an authentic way.

Claudio Ceccherelli, overseeing operations at Le Graal, emphasizes that the brand aims to foster a communal atmosphere rather than a traditional host-guest dynamic. “The experience should feel unified; members and guests should find common ground,” he notes. This vision may manifest through events that connect attendees from different locations, cultivating a sense of belonging within the Le Graal community.

Expanding the ecosystem, Di Amato also operates Esperia Aviation, a luxury helicopter service, and Tenuta San Filippo, a Brunello-producing winery, both of which will enhance guest experiences over time.

Le Graal Cortina, located in a repurposed 1920s Austrian building steps from the ski lifts, has been redesigned by architect Achille Salvagni, marking his inaugural hotel project. The property features 30 rooms and suites, all offering views of the Dolomites. The design suggests a departure from clichéd alpine motifs, favoring materials such as brushed-oak flooring and various marbles that Ceccherelli describes as cultivating a fresh narrative within the mountain landscape. This hotel will remain open year-round, encouraging visitors to explore hiking paths beyond the ski season.

In Rome, the brand’s private members’ club will emerge from Palazzo Medici Clarelli on Via Giulia, distinguished as the first of its kind in the city. The venue will include 11 rooms and suites, two restaurants, a lounge, bar, speakeasy, cigar room, wine cellar, gym, and treatment spaces. Di Amato draws inspiration from his experiences in London’s club culture while seeking to shape a modern interpretation that prioritizes community and cultural exchange.

This club will be distinguished by a culture that prizes curiosity and shared interests over social status. Di Amato asserts it will foster natural relationships, suggesting that an inviting atmosphere where engaging conversations follow freely will define the experience.

On Lake Garda, a Palladian villa will be transformed into a sanctuary focused on well-being. Tailored treatments will center on energetic renewal, conscious longevity, and stress management, harmonizing with the surrounding landscape and local culinary offerings. Ceccherelli notes that the essence of this endeavor is grounded in traditional Italian values, emphasizing craftsmanship and historical context. The aim is not to reinvent Italy but to rediscover its authentic spirit.