Grand Hotel Fasano
Reimagining Legacy, from Brand to Experience
The Awakening of a Lake Garda Icon
Grand Hotel Fasano sits proudly on the western shore of Lake Garda, a place where history, natural beauty, and a timeless sense of grandeur come together. Built in 1888 as a hunting lodge for the Austrian imperial family and recognized as a National Heritage Site in 1989, the hotel offers much more than scenic views—it embodies a rich legacy. Its neoclassical architecture, century-old botanical park, and privileged lakeside location create a setting unlike any other.
Unlocking the unspoken potential
Despite its charm and heritage, Grand Hotel Fasano lacked a cohesive identity. Years of layered updates had blurred its stylistic coherence, blending neoclassical elegance with inconsistent additions. The guest experience felt fragmented, and the brand struggled to express its true value. The guest mix was heavily concentrated, with the majority arriving from Germany, leaving the hotel vulnerable to seasonal fluctuations and limiting its international appeal.
In a region like Lake Garda, where excellence is the norm, standing out takes more than history. The hotel’s strong gastronomic and wellness offerings weren’t yet framed as destination experiences.
The owners chose not to put themselves at the center of the story, but to let the place and team speak. Our task: build a strategic, emotionally resonant brand platform to restore clarity and unlock the hotel’s full potential.
Weaving natural luxury into every moment
The rebranding of Grand Hotel Fasano began with a simple truth: its essence is rooted in authenticity. This intuition became lusso naturale—a philosophy guiding every expression of the brand. We defined four core pillars—refinement on the lake, a natural experience, culture through the lake, traditions of value—shaping identity and guest journey alike. Inspired by Gabriele D’Annunzio’s idea of life as a work of art, we crafted a visual system that feels elegant, organic, and deeply local. Typography, textures, and gestures told a story of timeless beauty. Photography shifted to capture quiet, emotive moments. Gastronomy and wellness became destinations in their own right. Guest rituals and cultural activations brought new depth. Internally, brand guidelines empowered the team to live and express this vision consistently. Not a reinvention, but a return to the hotel’s truest self.
A Digital reflection of natural luxury
The digital presence needed to match the renewed spirit of the hotel. The new website was designed as the first touchpoint where guests could begin to experience lusso naturale.
The design language reflected the atmosphere of the property: open, sophisticated, and immersive. Instead of presenting a catalog of rooms and services, the website told a story—one where each page, each image, and each word contributed to building a feeling of place and promise.
The guest journey online was carefully refined. Navigation was made intuitive, content was crafted to inspire rather than simply inform, and the booking path was streamlined to be seamless and welcoming. The site structure was designed to grow, with flexibility for new editorial content, events, and experience-driven storytelling.
The website became more than a marketing tool. It became an extension of the hotel’s experience—a place where guests could start to feel the Grand Hotel Fasano spirit from the very first interaction.
Visit ghf.it
Visit ghf.it
