The Barn by NOA: a Schatzkammer in Northern Italy

A new chapter for the family-owned Apfelhotel Torgglerhof in Val Passiria, Northern Italy, The Barn has been conceived as a place to explore a curated selection of regional products in an intimate, lived-in environment. Located on the ground floor of a former barn, the space breathes new life in to a historical building and the Haufenhof (farmstead) too.

Image credit: Alix Filz

NOA‘s approach to The Barn’s design was guided by a clear spatial and material strategy. In keeping with the Apfelhotel’s bohemian character, the designers introduced a subtle shift through warmer, more Mediterranean tones – a counterpoint to the lush greens found throughout the rest of the hotel buildings.

In doing so, guests are welcomed into a curated environment that feels both familiar and unexpected: an inviting setting where visitors can browse authentic products across a series of distinct yet interconnected zones.

Originally, the building featured a plastered and introverted plinth, typical of agricultural buildings. We reopened the ground floor with large glass doors and windows, creating a strong connection with the outdoors” – Christain Rottensteiner, NOA partner.

The layout unfolds as a sequence of areas: a flower counter, a wine display, a tasting bar, a workshop table, and shelves filled with carefully selected design objects. Each zone is designed to encourage exploration and storytelling. The material palette, defined by a rich and coordinated moodboard, includes Venetian terrazzo flooring, warm terracotta surfaces, vintage wooden tables, and a monolithic counter in dolomia stone. These elements combine to form an eclectic salon – a kind of Schatzkammer,  or ‘treasure chamber’ – where every object holds a meaning.

 “Each piece was chosen for its strong connection to the region where it originates,” commented Maddalena Gioseffi, Architect at NOA. “There are wicker lamps woven in nearby Val d’Ultimo, and clay pendants made in a workshop in Caldaro. Here, craftsmanship takes on its most authentic meaning.”

The innovation of The Barn lies first and foremost in its hybrid nature – an intentionally undefined space that blurs the boundaries between retail, hospitality, and experience. It resists fixed classification, and that ambiguity is its strength. At once concept store, workshop venue, event space, florist’s atelier, and wine tasting lounge, The Barn reflects a multifaceted identity that resonates with the Apfelhotel.

“What we designed is a space with a very public character. It’s flexible; it’s a magnet – especially the large terrace outside. It draws people in, encourages lingering, and resists rigidity,” said Christian Rottensteiner. “Located along a nearby walking path, The Barn is open to both hotel guests and external visitors, encouraging spontaneous discovery while remaining closely integrated with the rhythm of the hotel”.

One of the primary design challenges was the circulation: the ground floor also serves as the entrance to the guest rooms on the upper floors. This required a delicate balance between openness and privacy – ensuring a vibrant, welcoming atmosphere for visitors, while maintaining discretion for hotel guests often passing through in robes.

Another constraint was the unusual shape and large surface area of the floor. To avoid a fragmented look, NOA opted for a continuous material, Venetian terrazzo, eliminating visible joints and lending a cohesive, calm foundation to the eclectic environment.

A refined interplay of materials defines the space: terracotta, dolomia stone, and vintage wood are composed into a harmonious palette, with each piece of furniture designed to serve a clear narrative function.

The interior design is rooted in continuity and renewal. Antique family furnishings were restored and recontextualized alongside contemporary pieces…not only to preserve memory and craftsmanship but to also reflect a sustainable design philosophy that values what already exists” – Maddalena Gioseffi

The Barn delivers value across cultural, environmental, and economic dimensions. It functions not only as a showcase for the Apfelhotel’s own offerings but also as a platform for regional excellence. By expanding the boundaries of traditional hospitality, the space invites guests into direct contact with the people, processes, and stories behind the territory. The presence of a florist and a sommelier, who use the space for both sales and workshops, adds a dynamic layer of interaction and authenticity. This human connection enriches the visitor experience, offering a deeper sense of place.

Main image credit: Alex Filz