Architect and journalist Laura Verdi has been one of the driving forces behind the MODE project and, before that, DEMO—two boutique hotels that have transformed the hospitality scene in Rimini and beyond.
Could you tell us about your background?
I graduated in Architecture from the Politecnico di Milano and, driven by my passion for writing, I have always collaborated with architecture magazines, over the years. I am currently the Editorial Director of we:ll magazine, which focuses on the hospitality sector, and I continue to practice as an architect.
Could you tell us how the MODE project was born and what role you played in it?
MODE was born following the experience of DEMO, another boutique hotel in Rimini I collaborated on. Both projects were conceived by Mauro Santinato, President of Teamwork, the largest hospitality consulting firm in Italy.
The innovative idea behind DEMO—and later MODE—was to bring together different architecture studios and give each one complete creative freedom in designing the suites and common areas. In the case of DEMO, the brief was to interpret the concept of hospitality.
On that occasion, I had the pleasure of coordinating my colleagues as project manager, in addition to designing a ground-floor space called Drama. DEMO was a great success—in 2025, Tripadvisor ranked it among the top 1% of hotels worldwide. And on Booking.com it was the highest-rated hotel in Rimini. Moreover, within a year, over 100 articles about DEMO were published in industry magazines.
Building on this success, MODE was born. This time, the 13 architecture firms involved were tasked with interpreting the concept of sustainability. Each architect brought a unique perspective, avoiding repetition or clichés—unsurprising given the prestige of the firms involved.
As for me, I took on the roles of artistic director, project manager, and architect for MODE.
What is your interpretation of the theme of sustainability?
I believe in a comprehensive approach to sustainability, one that goes beyond greenwashing and is grounded in a global vision. Sustainability isn’t just about using natural materials and demonizing plastic—in fact, according to circular economy principles, we need to consider the entire product lifecycle. That’s why for MODE we chose only products certified with an Environmental Product Declaration (EPD). Materials like aluminum or PVC, which can be recycled, are therefore very welcome.
Above all, sustainability for me encompasses two key aspects: on one hand, the environmental impact meaning the use of recycled materials and resource conservation. On the other, the wellbeing of people.
For MODE, I designed the entrance, the ground-floor bathroom, the laundry area, and all vertical connections—namely the stairs and elevator. My project is called ‘Stai Cozy in una Second Life,’ a play on words blending Italian and English that reflects the dual focus on environmental sustainability and wellbeing.
I selected carpets made from plastic recovered from the oceans, while also prioritizing acoustic comfort by using sound-absorbing materials to reduce echo in the common areas, which can be uncomfortable for guests.
Also focusing on personal wellbeing, I studied biogeometry—shapes that influence people by creating a sense of harmony with their environment—and incorporated biogeometric sinusoids into a reclaimed wood paneling at the entrance.
Similarly, a stunning mosaic featuring the colors of the sea and sky was crafted from tile scraps, and the felt used for the lamps in the bathrooms is made from recycled plastic.
You selected artworks from Cinquerosso Arte for the spaces you designed—what guided your choices?
The concept behind these spaces is deeply connected to nature—not only because sustainability often brings nature to mind, but also because nature is a source of wellbeing for people. That’s why I wanted to incorporate floral geometries, such as covering the ceiling with wallpaper depicting a field of poppies, or another unique wallpaper designed by my colleague Gian Paolo Venier of Otto Studio, which shows a cross-section of a cabbage leaf. The bathroom lamps, designed by Egoluce, are called Flower, and for the entrance I chose Anaconda—an iconic lamp resembling a vine, also by Egoluce.
This is where Cinquerosso Arte comes into play: for the common areas, I selected floral-themed artworks by Marcella Fierro, Silvia Lisotti, and Rocco Casaluci, to enhance the immersion in a natural environment and bring that extra something that only art can offer.
What exactly does this ‘plus’ consist of, and how important is it in the hospitality sector?
The hotel sector is increasingly embracing artistic solutions within its spaces—partly to stand out, and partly because beauty appeals to everyone. And Art is beauty in its purest form. Today, more than ever, people with a certain sensitivity notice harmony; they perceive beauty. Often, may not even know exactly what they are looking at, yet something strikes them as unique. Some may choose to delve deeper, to discover more about the artist, while others simply absorb the atmosphere—but in either case, the message comes across and leaves them with a sense of well-being.
This, for me, is also what sustainability means: the well-being of the planet and the well-being of people.
Today, in the hospitality world, some offer yoga sessions, others focus on spas or fine dining with green and organic products… These are growing trends, and art is very much part of this movement, because it has the power to make people genuinely feel good.
