Whether it’s for a luxury train crossing the Saudi Arabian desert or a historic pastry shop, encouraging people to slow down and enjoy the details is key.
This was the heart of conversation during a panel discussion at the Fashion Loves Food Gala, hosted by WWD, The Style Gate and Galateo & Friends.
Paris-based, Lebanese architect and designer Aline Asmar d’Amman; Cosimo Gherardini, director of operations of SA Group, which controls Sant Ambroeus; and Silvio Vettorello, general manager of both Lake Como’s Grand Hotel Tremezzo and Passalacqua Lake Como, tackled topics like where hospitality and fashion merge, sparking joy and creating a human connection.
“I really believe that hospitality and luxury seek timeless experiences that are founded and grounded in the transmission of hand gestures, and whether they be of the artisan or the architect, we are all connected with this magic thread,” Asmar d’Amman said during a panel discussion titled “The Human Touch: How Joy and Passion are Key to Success,” which was moderated by Fairchild Media Group’s and WWD’s chief content officer Jim Fallon.
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Asmar d’Amman is the Lebanese architect and interior designer who founded Culture in Architecture and designed Saudi Arabia’s Dream of the Desert, a luxury train that will make its maiden voyage in 2026. Asmar d’Amman is also famous for her work on the Orient Express Palazzo Donà Giovannelli, which will open in April. During her career, she developed a working relationship with Karl Lagerfeld. Before his death, she led the artistic direction of the renovation of Paris’ Hôtel de Crillon, working with Lagerfeld to elevate it to its modern, regal glory.
No matter the project, capturing the culture around it is a priority, she explained.
“I really believe that by capturing the essence of a culture, and this is the privilege that we have… the Venice Orient Express… captures the essence of what it feels to be a Venetian inside a 15th century palazzo,” she said.
For Vettorello, luxury on the edges of Lake Como is about living life at one’s own pace. In his everyday role as general manager and through his interaction with hotel guests from around the world, luxury is defined by understanding guests on an individual level.
“You know, when they enter in one of our properties, [the guests are] not numbered, they’re not the room number… They are people that we really love. Even if it’s only for 24 hours, 48 hours, they become part of our family and they need to feel it,” he said.
The new luxury hotel Passalacqua, which opened its doors on Lake Como, was formerly a private villa and stands above the village of Moltrasio. The historic estate was recently restored and turned into a 24-suite retreat by Italy’s De Santis family. In the 1970s, the De Santis family also purchased the Grand Hotel Tremezzo and transformed it into one of the most sought-after destinations in the area.
For Gherardini, luxury is defined by consistency and thoughtful surprises.
“It’s about creating a home away from home, and genuinely creating genuine human relationships, which I think today in general, but in luxury is extremely valued,” he said. The SA Hospitality group acquired Sant Ambroeus, a Milanese café and pastry shop, in 2021. Today it boasts locations in Milan, Southampton, Manhattan and Palm Beach.
“As we grow, fundamentally it comes down to the people that work for this group and the passion and pride and understanding of the brand values that we have,” he concluded.
