Portrait Milano Hotel opens spa with Longevity Suite: first look

Milan — Valeriano Antonioli was the first to see it. The CEO of Ferragamo’s hospitality business, Lungarno Collection, envisioned the spa during his first visit to the Portrait Milano Hotel, long before the idea of ​​building a hotel at the historic site came up. Ta.

“Eleven years ago, I walked into this amazing venue and was told, ‘We’re not going to sell or rent this place, and there will never be a hotel here. ’ Well, things might change,” he said with a smile when the spa was opened to the press on Thursday. “I ended my first visit looking at the basement and I thought it was perfect for this,” he added.

Now that the final piece of the puzzle has been added to the 30,140-square-foot complex, which includes a three-story luxury hotel, Antonia’s store, gourmet spots Beef Bar, 10_11, and Rumour, Antonioli is excited to see his vision become a reality. I saw it.

Although it doesn’t overlook the charming porticoed courtyard that marks this location in the heart of the city’s Golden Triangle, the spa does offer views of its foundations, which date back to 1564.

The centerpiece of the 7,534-square-foot wellness facility is a heated indoor pool beneath a cross-vaulted ceiling atop 10 granite columns, salvaged from a warehouse that once served as the dining hall of the Archbishop’s Seminary. . Renovated by the hospitality group’s go-to architect Michele Bonnin, it is surrounded by relaxation areas, a tulip wood sauna and a Turkish bath covered in gray his onyx.

Using primarily natural materials, these spaces contrast with the futuristic feel of a black-and-white reception, fitness space, and modern cabins dedicated to state-of-the-art body and facial treatments, curated by Studio B+ Architects . Their interiors mirror those of The Longevity Suite, a biohacking and anti-aging clinic with which Portrait Milano partnered in the development of the project. The company is known for its technologically advanced protocols and signature rejuvenating treatments that combine detox, meditation, and cryotherapy.

“We have interviewed many business owners and our goal is not just to create a good spa with good products, but to position it differently and provide added value to the entire city. ” Antonioli said, stressing that access to the spa will be improved. Reservations can be made not only by hotel guests but also by membership holders and are open to the public by reservation only.

“Ours is an ecosystem: an integrated structure that addresses all aspects of longevity, including diagnosis, treatment, nutrition and mindfulness,” said Luigi Caterino, co-founder and CEO of The Longevity SpA. says. “Our approach is to avoid people being isolated in remote areas and focus on their health once a year, and to follow them all the time in the city where they live.…Similarly, this spa It’s not just for wellness travelers.” It’s a gift to the people of Milan. ”

This is the first Longevity Spa the company has opened and reflects the company’s holistic and multidisciplinary vision of combining high-tech and manual approaches to offer customized programs. One of the distinctive concepts hinges on the Blue Zones, which are places with the highest life expectancy compared to the global average. Five multisensory journeys were developed to immerse clients in rituals, music, and scents inspired by the lifestyles of these five destinations.

For example, the Jet Lag Blessing Ritual is inspired by the slow lifestyle of Loma Linda, California, where residents live 10 years longer than the U.S. average. The stress relief journey is designed to reset biological and circadian rhythms, reduce inflammation, and stimulate melatonin production through cold therapy. Multisensory treatments including sensory deprivation on floating beds, LED therapy, sound, aromatherapy, etc. among others.

“Our city clinics are targeted at people who are short on time, but here at the spa you can extend your time and extend your treatment,” says Caterino of the almost two-hour session, which costs 350 euros. he said.

Priced at €310 each, other Blue Zone rituals are inspired by Nicoya, Costa Rica, and feature food stimulation from volcanic mud and reflexology. The Greek island of Ikaria incorporates wine-based treatments and red grape extract bandages. In Sardinia, we are restoring the ancient practice of thalassotherapy, using Mediterranean scents and seawater, and in Okinawa, Japan, we are developing algae leaves, fermented rice water, and silk powder.

Among other innovations, new treatments based on biohacking technology include dry float therapy, which takes advantage of the reduced gravity of floating on top of more than 400 liters of warm water. It claims to reduce stress and muscle and joint pain, improve sleep and concentration. This is combined with near-infrared total body technology, which uses red light and non-ionizing electromagnetic radiation to stimulate the body’s natural regenerative processes and improve circulation.

Adjacent to The Longevity Spa’s services, three premium anti-aging facials designed by Dr. Barbara Sturm are offered on-site. The menu of his 10_11 restaurant in the hotel also features his five healthy meals, designed with calorie and nutritional balance in mind.

A dedicated fitness area is part of the spa with state-of-the-art equipment, some of which is powered by AI to further tailor workout plans to each guest. This area is owned by Technogym, whose president and founder Nelio Alessandri is one of the shareholders of The Longevity Spa, Marco Bizzarri, former president and CEO of Gucci, Developed with Style Capital SGR founding partner and CEO Roberta Benaria and others.

Longevity SpA, which Caterino founded in 2019 with Massimo Guarerzi, Elisa Mondelli and Roberta Bianchi, saw sales increase by 30% last year to €13 million. Caterino predicted that sales would reach 18 million euros in 2024 due to a series of new store openings.

For example, the first bistro Longevity Kitchen will open next week in Milan’s Via Melzi dell’Isle, just a stone’s throw from Milan’s landmark Arco della Pace arch. “We already have a 10,763-square-foot ghost kitchen where we prepare customized meals that we deliver to customers each week, but this will be our first physical location open to the public,” Caterino said. said. He said the menu reflects the Blue Zones concept through its ingredients, recipes and wine list, with the aim being to “prove that healthy food can taste good and look good.”

The network of 32 urban clinics (30 of which are scattered across Italy) will be further expanded with 10 new locations, 5 of which will debut in international destinations such as Cairo, Lisbon, Istanbul, Dubai and Singapore . The group’s overall strategy is to have 100 clinics in the city over the next five years.

The spa format will be further enhanced, as Caterino teased that he has received requests from various hospitality industry players. The company is already in talks to install spas at the Portrait Hotel in Florence (located underwater in the Arno River, according to Caterino) and the Edition Hotel on Lake Como.

The group also owns a beauty line of the same name and controls Longevity Labs, the research and development arm created after acquiring Bologna-based Lipinutragen last year. This research center specializes in sophisticated blood analysis, based on which longevity scores are calculated. This acts as an “entry test” for the client and allows the clinic to numerically track the client’s progress.

This year, a series of masterclasses will also be held in April, June and September to strengthen the educational side of the business.