Is it possible to transform a 17th-century palace into a symbol of contemporary design without losing the soul of the place?
April 2025, a Roman morning. Someone walks along Via del Corso towards Piazza del Popolo and suddenly stops in front of a building that seems out of place. Or rather—it belongs here, yet somehow it doesn’t. That’s the impression upon first encountering the Romeo Roma hotel, which has just opened its doors after years of transformation.
Romeo Roma project by Zaha Hadid – from palace to design icon
Palazzo Capponi had stood here since the 17th century, witnessing the changes in the heart of Rome’s Tridente. This aristocratic residence, which for centuries hosted Italy’s elite, is now experiencing a renaissance. Few could have predicted that this place would become a global icon of architecture. Zaha Hadid had a vision—to merge the historic shell with a futuristic form. The result is a “double skin” that impresses from the street. The stone walls of the 17th century meet organic curves that seem to have a life of their own.
The timing of the opening is no coincidence. Just after Easter 2025, when Rome is experiencing one of the biggest tourism booms in its history. The luxury industry has been waiting for this moment—a new benchmark for hotel design.
The Romeo Roma project opens up three fascinating areas for exploration: a revolutionary approach to historic architecture, a redefinition of the guest experience in luxury spaces, and a vision for the future of the hospitality industry.
This building compels us to rethink the relationship between past and future. It’s not about compromise, but about a dialogue between two eras that creates something entirely new.
Architectural DNA: the history and philosophy of the design
“Dialogue of eras is not just an architectural motto – it’s a way of thinking about space that connects the past with the future,” is how Patrik Schumacher from Zaha Hadid Architects described the philosophy behind the Romeo Roma project.
It’s truly fascinating how long the journey to realizing this vision has been. The project went through various phases for over a decade.
| Year | Event | Meaning |
|---|---|---|
| 2012 | First concept sketches | Zaha Hadid personally sets the direction – “second skin” |
| 2016 | Zaha Hadid’s death, takeover by the team | The project takes on the dimension of a tribute to the master. |
| 2019 | Approval by conservation authorities | Breakthrough in negotiations with Italian authorities |
| 2023 | Start of parametric facade installation | The first real-world test of the algorithms |
| 2025 | Completion and opening | A posthumous work as an architectural testament |
The entire project hinged on parametric tools, which made it possible to adapt the modern structure to the historic stone façade. Algorithms analyzed every centimeter of the existing surface, generating curves that harmoniously interact with the old architecture. This was not a simple overlay—each panel was calculated to respect the geometry originating from the 19th century.
The concept of a palimpsest—a parchment written over many times—ran through every design decision. The old building forms the first layer of text, the new structure the second. Neither dominates, but together they create a new narrative.
Sustainability was far more than a trendy add-on. The project achieved LEED Gold certification thanks to 2,800 m² of photovoltaic panels integrated into the façade and an advanced rainwater retention system with a capacity of 15,000 liters. These solutions stemmed directly from the parametric approach—algorithms optimized not only aesthetics but also energy efficiency.
Negotiations with Italian heritage conservators lasted nearly three years. Every element had to be justified, every curve defended. The compromise was that the new structure never directly touches the historic fabric—it maintains a gap of several centimeters, as if hovering above the old façade.
This technical and philosophical foundation sets the stage for the experiences awaiting guests inside the building.
Exclusive guest experience: rooms, spa, and cuisine
You’re standing in the lobby of Romeo Roma at six in the morning, and you can already tell it’s going to be an extraordinary day. The receptionist hands you your room key and smiles as if he knows something you don’t yet.
The hotel offers 74 rooms divided into the following categories:
- Comfort – 28 m², essential amenities with a touch of class
- Deluxe – 35 m², city view and marble bathroom
- Executive – 42 m², access to the business lounge
- J|Executive – 48 m², balcony and Nespresso coffee set
- Suite – 65 m², living room separated from the bedroom
Actually, the square footage is one thing, but the atmosphere in each room… That’s a whole different story.
In the afternoon, you head down to the Spa by Sisley Paris. Even on the stairs, you catch that scent—lavender from Lazio blended with something you can’t quite name. Turns out, it’s a signature blend inspired by ancient Roman baths. The Soin du Visage Roma and Corpo Imperiale treatments use local ingredients. The light here falls in a peculiar way, as if the architects knew exactly where the sun would be at every hour.
Alain Ducasse’s restaurant is a story of its own. “Roma Reinvented is a return to our roots through modernity,” says the chef, and you’re not quite sure what that means—until they set down a plate of carbonara with sea urchin and truffle in front of you. It sounds crazy, but tastes like… well, like Rome as it could exist in 2024.
The ROMEO Collection app on your phone opens up an entirely new dimension of your stay. You can order room service, dim the lights in your room, or even take a VR tour through the palace’s historic interiors from two centuries ago. Technology here doesn’t get in the way—it simply enhances the experience.
All of this comes together to create an experience that redefines the very idea of luxury. It’s no longer about displaying wealth, but about crafting moments that linger in your memory. Romeo Roma achieves this with almost surgical precision.
Towards the future of luxury: what Romeo Roma means for Rome
Romeo Roma is not just redefining the standards of luxury hospitality in Rome—it’s shaping the future of the entire sector. This project demonstrates the direction in which premium tourism in Europe is heading.
The economic impact is hard to overestimate. Based on similar projects in the historic districts of Florence or Paris, it is estimated that premium tourism revenues in the Tridente area could increase by approximately 35-40% within the first three years.
| Before opening | After opening Romeo Roma |
|---|---|
| Average tourist expenditure: 280 EUR/day | Average expenditure: 420 EUR/day |
| Average stay: 2.3 nights | Average stay: 3.8 nights |
| Seasonality: 70% summer | Seasonality: evenly throughout the year |
The phenomenon of “starchitects” in hospitality is no longer just a trend—it’s become the norm. Hadid, Kuma, Tange—their names on hotel projects act like magnets. People book rooms not only for the location, but to experience the architecture itself. Romeo Roma fits perfectly into this movement, where the building becomes a tourist attraction in its own right.
Future innovations will be even more spectacular. VR tours of historic interiors will let guests “travel back” to the 18th century and see what the suites looked like before renovation. Sustainable upgrades are in full swing—solar panels on the roofs of heritage buildings, zero-waste gourmet cuisine in restaurants. These are no longer extravagances, but necessities.
The expansion of the ROMEO Collection is only a matter of time. Florence, Venice, perhaps Naples—each location carries the potential for a cultural breakthrough within the local community.
What this means in practice:
- For the hospitality industry – the need to invest in top-tier architecture or risk falling behind the competition
- For investors – new opportunities in the luxury heritage segment, but higher entry barriers
- For tourists – higher service standards are the norm, but so are higher prices
The future of luxury is not just about comfort, but a complete cultural experience. Don’t wait for change—follow Romeo Roma and learn from the best.
Tomsky
travel & hotel editorial team
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