Concept store, workshop, and tasting lounge: NOA transforms a historic farm building into an immersive design experience
In Val Passiria, the Apfelhotel enriches its identity with The Barn, a project by NOA. The old farm building becomes a hybrid space that blends hospitality, retail, and local culture. Not a traditional store, but an intimate environment that evokes the atmosphere of a private home, inviting guests and visitors to explore flavors, stories, and objects deeply connected to the region.
Architecture and materials
The concept reinterprets the traditional barn typology, opening the ground floor with large glass windows that create a strong connection with the outdoors. The material palette mixes Venetian terrazzo, warm terracotta, dolomia stone, and reclaimed wood, shaping a welcoming and elegant atmosphere. Every element reflects the bond with South Tyrol: handwoven wicker lamps from Val d’Ultimo, clay pieces from Caldaro, and restored family furniture combined with contemporary design.
A fluid and undefined space
The Barn escapes strict definitions. It is at once a concept store, tasting lounge, floral atelier, and event space, with a large terrace acting as a magnet for people walking along the nearby trail. The project also tackles circulation cleverly, integrating the entrance to the guest rooms above with the vibrant life of the ground floor, without compromising privacy and comfort.
Design as storytelling of the territory
Every detail embodies a philosophy of craftsmanship, sustainability, and memory. The result is a place where design and local culture engage in authentic dialogue. The Barn is not just a showcase of regional excellence, but also a platform for exchange: workshops, tastings, and direct encounters with artisans and producers enrich the visitor’s experience and create a deeper bond with the territory.
A new chapter in a long journey
The Barn represents the latest chapter in a collaboration between NOA and the Apfelhotel that began in 2014. After the Apfelsauna, the Garden Suites, and the Brunnenhaus wellness area—awarded at the AHEAD Europe Awards—this new intervention completes a masterplan that redefines the concept of Alpine hospitality. An ongoing journey where architecture, nature, and design meet to shape a unique identity.
Photo Alex Filz
