Long known for its gourmet products, the Apfelhotel in South Tyrol has recently observed a growing desire among guests to take home not only edible souvenirs, but also a piece of the unique atmosphere that defines their stay. This insight led to the creation of a hybrid space—at once concept store, workshop, and tasting lounge—embodying the evolving identity of a family-run hotel. The interior design was conceived by NOA, which has worked with the property since 2014 in a relationship marked by ongoing creative synergy.
The Barn is the latest project by NOA for the Apfelhotel Torgglerhof in Val Passiria. The space was conceived as a place where both hotel guests and external visitors can explore a curated selection of regional products—not displayed in a commercial layout, but rather arranged with the intimacy of a setting evoking a lived-in home. Located on the ground floor of a former barn, the intervention gives new life to a historical structure.
“We worked with the classic typology of a barn: originally, the building featured a plastered and introverted plinth, typical of agricultural buildings” explains Christian Rottensteiner, NOA partner and lead architect on the project. “We reopened the ground floor with large glass doors and windows, creating a strong connection with the outdoors—and above all, revealing enough of the interior to spark curiosity in passersby.”
NOA’s design approach was guided by a clear spatial and material strategy. In keeping with the hotel’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. 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.
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—where every object holds a meaning.
“Each piece was chosen for its strong connection to the region where it originates. The lighting alone tells a story,” notes architect Maddalena Gioseffi, who coordinated the interiors. “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 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,” says 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, creating an evocative dialogue between past and present,” explains Maddalena Gioseffi. “This approach not only preserves memory and craftsmanship but also reflects a sustainable design philosophy that values what already exists.”
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.
THE BARN BY APFELHOTEL
The adaptive reuse of the old barn forms part of a wider masterplan for the "Haufenhof", the original farmstead typology around which the Apfelhotel was developed. Characterized by a dispersed distribution of volumes across the landscape, each building is assigned a specific function while remaining harmoniously integrated into its surroundings. This intervention preserves the site’s historical identity, while demonstrating the architectural potential of adapting existing spaces to new forms of hospitality.
NOA’s first project for the Apfelhotel was completed in 2016, following a design competition won in 2014. It included the creation of the original Apfelsauna (now integrated into a more recent structure), the first suites located above the current The Barn, and the redesign of the public areas in the main house.
In 2020, a major expansion introduced three new volumes housing the Garden Suites, the Brunnenhaus wellness area, and the restaurant pavilions. This project earned NOA the prestigious AHEAD Europe Award 2020, winning in both the ‘Guestroom’ and ‘Spa & Wellness’ categories.
In 2023, the original Apfelsauna became part of a new adults’ wellness area, designed in continuity with the Brunnenhaus and enriched by a dedicated yoga room, further enhancing the hotel’s wellness offering.
Completed in April 2025, The Barn represents the latest chapter in Apfelhotel’s transformation.
