Daniela Colli began her career working on major railway stations across Italy. Today, her studio focuses primarily on hospitality projects: spaces defined by movement and transition, where making people feel welcome and creating a memorable experience is essential, with art playing its part.
Daniela, can you tell us how you came to work in interior design and hospitality?
I’m originally from Tuscany, but Rome has become my home. I graduated in Florence and went on to complete a master’s degree in London, initially planning to stay abroad. I then began collaborating with several Rome-based studios and major organizations such as Grandi Stazioni Retail S.p.A., working on the redevelopment and design of railway stations. It was an incredibly formative experience.
I was very young and suddenly found myself working on projects of considerable scale. At a certain point, almost by chance, I also started working in interior design, never imagining it would eventually become the core business of my studio. It all began with a few Italian-style bar projects, which later led to a collaboration with Nicolò Marzotto.
Together, we developed the VyTA brand around a clear idea: to appeal to a new kind of traveler, one who values quality, attention to detail and the pleasure of taking time to pause.
The station was no longer seen simply as a place to pass through, but as a space to be experienced, where architecture, the quality of the offering and a strong sense of place could come together.
I went on to work on numerous restaurant projects, followed by my first experiences in the hotel sector, which today accounts for a significant part of the studio’s work. We now collaborate with major hotel groups as well as independent operators, working on projects at different scales and levels of complexity.
What’s the specific focus of your work today?
What matters most to us is the ability to turn every project into a contemporary spatial narrative, shaped around the brand’s identity and how we envision its guests experiencing the space. We aim to design places that do more than simply welcome people. They should evoke emotions, surprise and, above all, leave a lasting impression.
Therefore this is fundamental to our approach creating memorable spaces is a complex process, as it depends on the interplay of countless design decisions: the strength of the context, and the way materials, colour, light, proportions and details relate to one another. Our aim is to bring all these elements together and find a balance that creates distinctive atmospheres, while remaining true to the brand behind each project. As a result the goal is to give spaces a character that feels authentic and stands the test of time.
How important is research to you?
Research is central to our work. We dedicate a great deal of time to it, always striving to design something that hasn’t been done before, or to reinterpret familiar elements in unconventional ways. The same approach applies to our choice and use of materials. We are constantly looking for new surfaces, something that hasn’t been seen before, as well as colours that go beyond current trends. I believe this is essential to creating projects that are genuinely innovative and stand the test of time.
Does art play a role in your work?
Yes, absolutely. Whenever possible, we also oversee the selection and curation of artworks.
For me, it’s essential that art be an integral part of the project, rather than something introduced at a later stage. It should help shape the identity of a space and create a deeper connection between the environment and the people who experience it.
Unfortunately, artworks are still sometimes selected separately from the design process, without meaningful involvement from the architect or interior designer. This can create a disconnect between the art and the space.
How did you first come across Cinquerosso Arte, and what was your impression?
I first met Cinquerosso Arte at the Hospitality Design Conference in Milan and was immediately interested in their approach to the relationship between art and interior design.
What particularly struck me was their vision of art not as an added element, but as an integral part of the design process. This is very much in line with my own approach: art should be in dialogue with architecture, the space itself and the identity of the hotel.
I also find their focus on emerging artists particularly interesting. This is important from the client’s perspective, too, as investing in artworks by already well-established artists can often be financially unfeasible.
The opportunity to champion emerging artists therefore creates a very interesting balance between quality, artistic research and investment.
