Hospitality 2.0
Stefano Cuoco CEO of Miramis talks about building places that belong.
I have never thought of Miramis as a collection of hotels.
From the beginning, the idea was broader — to create places that feel connected to where they are, and to what happens within them. Not only places where people stay, but where they gather, eat, listen, celebrate, and return.
That ambition has taken different forms. On the Tuscan coast, it might be a slower rhythm — shaped by light, by the sea, by the habits of a small harbor town. In Stockholm, it moves at a different pace, closer to culture and performance, where a venue fills, empties, and fills again.
What interests me is not the format, but the feeling a place creates — and whether it truly belongs.
“Hospitality should go beyond accommodation — it should be about meaningful experiences that improve lives.”
Stefano Cuoco
Starting from context
Every project begins the same way: by understanding what is already there.
The landscape, the architecture, the local culture — but also the social life of a place. How people move, where they gather, what they expect, and what might be missing.
In some cases, that means restoring something that already exists, with care and restraint. In others, it means introducing something new — but in a way that feels natural, not imposed.
I have always believed that the strongest concepts are not the most visible ones, but the ones that feel inevitable once they are there.
Beyond categories
Over time, it has become clear that thinking in categories — hotel, restaurant, venue — is limiting.
What matters more is how a place works throughout the day, and what role it plays in people’s lives. A morning coffee can turn into a long lunch, which can segue into a lively evening of cocktails and entertainment. Elsewhere, a performance becomes the centre of gravity, shaping everything around it.
These are not separate experiences. They are part of the same flow.
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