Italia Reimagined event showcases wellness innovation and style

European Spa was proud to be media partner to a new immersive brand experience that took place in March – Italia Reimagined: the Art of Wellness and Innovation.

A curated industry journey, the event programme was designed for international leaders in hospitality, wellness, spa, beauty, and design.

This truly unique concept, organised by Spa Connectors, was initiated by some of the leading Italian wellness innovators, representing excellence and innovation across wellness, beauty, technology, and design.

Through private visits, factory tours, strategic discussions, treatments and immersive experiences, the programme connected participants directly with Italy’s most innovative companies.

This created opportunities for collaboration, partnerships, and long-term business development.

Global spa leaders

The event welcomed global spa and wellness leaders from hospitality brands including Minor Hotels, Corinthia, Banyan Tree Group, Rosewood Hotels and Resorts, Park Hyatt, Kempinski, Dusit Hotels and Resorts, Taj Hotels and Six Senses.

Travelling from Thailand, UAE, South Africa, Mexico and Europe, the group spent four days deep diving into the back story of each of the partner brands.

This was contrasted by more relaxed evenings, experiencing the dolce vita at fine local restaurants.

Immersive experiences

Exclusively designed for leaders seeking growth and impact, Italia Reimagined offered curated, behind-the-scenes experiences and private meetings with some of Italy’s most innovative wellness and design brands.

The programme created a platform for strategic collaboration, partnerships and business development, connecting international decision-makers with industry pioneers.

Four days of brand immersion

Across the four-day programme delegates visited the headquarters of Myrtha Wellness, Comfort Zone and Nilo Spa Design, and then went onto attend Cosmoprof Worldwide Bologna. At the first three locations there were opportunities to visit the factories, meet the respective teams and be truly immersed in the respective brand stories.

At Myrtha Wellness, CEO Roberto Colletto welcomed delegates to the first day’s tour. Myrtha Pools is the official, high-performance pool supplier for the Olympic Games since 1996 and is renowned for its modular stainless steel technology, rapid installation and sustainability. For Paris 2024, it installed 24 pools.

The brand’s expertise extends beyond pools to thermal suites and thermal bathing. It also showcased its unique stainless steel technology for saunas and thermal rooms.

Led by design

At Maletti headquarters, home to Nilo Spa Design, the team offered an insight into the design process, manufacturing and the full range of equipment on offer in the brand’s new showroom. Danilo Maletti, chairman and CEO of Maletti, welcomed guests alongside his sales and marketing team.

During an on stage presentation, wellness architect, Alberto Apostoli, founder of Apostoli Wellness Creators, offered industry insights.

Hair maestro Rossano Ferretti spoke about his hair spa concept, and Elisa Giovannoni, designer and owner at Giovannoni Design, highlighted the design focus at Nilo.

Science and sustainability

Davide Bollati, chairman of Davines Group, welcomed attendees to the Davines Village near Parma, a contemporary, sustainable, glass building that is home to the research and development, offices and labs. 3,000sqm of gardens surround the space with manufacturing at the rear.

Delegates took a comprehensive tour of the property, heard from Denise Dent, global general manager for Comfort Zone, plus a panel of experts from the brand.

Dr Simon Jackson, head of botanical research at Comfort Zone, led the group on a tour of the Scientific Gardens, to understand how the team research plants for new formulations.

Mark Smith, deputy editor, European Spa interviewed Bollati during the programme, exploring the history of Comfort Zone and what the brand has in store for the future.

Behind the scenes

Delegates also took a hard hat tour of Palazzo Parma – the passion project of Bollati – soon to open as a luxury boutique hotel with spa and wellness facilities that will showcase the Davines family of brands.

Throughout the programme guests enjoyed treatments from icoone and Comfort Zone, while experiencing Nilo Spa Design treatment beds and couches, some also enjoyed the Nilo Spa Design Hair Spa concept.

Celebrating at Cosmoprof

The final day was spent at Cosmoprof Worldwide Bologna, where delegates were escorted on a tour of some of Europe’s premier spa and beauty suppliers. These included APG Tech Alfaparf, ATAG Beauty Solutions, Beautech, Bioline Jato, Cereria Molla, Comfort Zone, Generic, Gharieni, Gig Laboratories, icoone, Lemi, LPG, Maria Galland, Panestetic, Ro.ial and Vagheggi.

The four-day programme concluded with a gala event at Palazzo di Varignana. Delegates and brand partners joined to celebrate the launch of Italia Reimagined with cocktails, food and music.

Looking to the future

Italia Reimagined will return next year. “In 2027, we will build on this foundation while evolving the experience,” said Kathryn Moore, founder of Spa Connectors. “This includes expanding the depth of content, creating even more structured opportunities for collaboration and deal-making. The focus will remain on quality over scale, ensuring it continues to be a highly curated platform that delivers real value for both partners and delegates.”