A brand apart
New times and new moods demand new answers. THE translates the Babini family's long experience in hospitality into a new concept of experiential hospitality.
The Babini family has long been involved in the hospitality sector in Italy. Today, Carlo Babini carries forward the cultural heritage and entrepreneurial vision of a family group that was for many years content to remain behind the scenes, reluctant to impose a brand identity on a portfolio of properties they loved for their individuality, for the way they channeled the style, flavors and traditions of their separate territories.
But times have changed. The compass needle has turned the family’s way: towards uniqueness, towards authenticity, towards the local, away from uniformity.