SEPTEMBER 26, 2024
ALLOW ME TO INTRODUCE CARLO MAZZONIPhoto Credit: Nikola Borissov for Fashion We Like
Carlo Mazzoni is a multi-hyphenate creative. His previous accolades include CEO of Memoria Publishing Group and the Editor-in-Chief of L'Officiel Italia. Currently he is the mastermind at the helm of Lampoon, a forward-thinking publication, that he turned into more than just a magazine—it’s a multi-dimensional platform dedicated to the exploration of sustainability at the intersection of design and culture.
The publication is known for its thought-provoking content and point of view. Every issue digs deep into the critical conversations pushing the boundaries of what it means to live boundlessly without sacrificing the planet.
Under Carlo’s stewardship, Lampoon is championing the concept of “continuing consumption”. But it is not about excess. Instead, it's a smart rethinking of how we approach consumerism in our everyday —inviting readers to embrace the world that should prioritize substance over speed.
As someone who shares Carlo’s philosophy on the future of hospitality, I’m thrilled to chat with him how our industry can evolve without sacrificing luxury or comfort. We both believe in a simple truth: sustainability doesn’t have to hurt. Neither the planet, nor the experiences we cherish should be ‘less than’ in the name of conscious consumption.
Carlo, you and I bounce ideas off each other and arrive at the same conclusion often, that it is wonderful to see how many brands and companies are starting to rethink their business models… How do you see the hospitality sector evolving in the next decade?
Carlo: The one and only trend is sustainability – it’s also the only thing that talks about future. The hospitality sector must play a vanguard role in the fight against waste, consumerism, and everyday pollution. What they do for business – and their business is to charm us - we learn from them to do the same daily. Local food supply chain. No usage of plastic anywhere. These are just few examples.
Adiona: I don’t particularly love the word sustainability… it has become a bit of a buzz word and can mean various degrees of commitment. How do you define sustainability within the hospitality space?
Carlo: I don’t like it either – but I keep on using it. Instead of the world sustainability, I rather say transparency. It’s about always saying what is good and what is still not good about our operations – personally and professionally.
Adiona: I agree, I think some credibility has been lost with companies grabbing the low hanging fruit and using that as a marketing tactic, rather than a genuine commitment.
THE STORY OF SUSTAINABILITY
Lampoon is known for its thought provoking and high quality content. Photo Credit: Lampoon
Adiona: The world is still feeling the effects of Covid… We see community aspect is more important than ever, a lot of brands are positioning that at the center of their philosophy and marketing… how can hospitality spaces foster genuine human connection while maintaining sustainability? What are some of the best examples you’ve seen of places that have achieved this balance?
Carlo: I should mention the Reschio estate, in Umbria, Central Italy. Relying on a stable staff, on collaborators who can choose to work at Reschio, the owners Count Bolza and his wife Nencia, have invested in the territory using local production for every type of supply, and they helped the Municipality to build the nursery. Regenerative agriculture is their future. They invited me for a visit to the composting plant, where organic waste from the kitchen, manure, and slippers from the hotel rooms, sewn from straw and cotton, become fertilized soil. The forest is a source of renewable energy: it needs to be cleaned and cared for, so that what is now - a young oak forest still weak from the imbalance created over the centuries, can return to the ecosystem of a hillside forest.
Adiona: That is such a poetic way to put it…We’ve seen a resurgence in interest in supporting communities and artisans, embracing local supply. How important do you think localism is in the hospitality sector? Can hotels and clubs lead the way in supporting local economies and sustainable practices?
Carlo: They must. It’s the only marketing strategy that is worth it to develop. Good communication in the hospitality sector today is only about presenting projects that are involving local artisans and communities. Working sincerely with the local environment is the only definition of luxury today. In hospitality. In fashion too.
Castello di Rischio estate in Umbria, Italy has been regarded as one of the most iconic hospitality properties
Adiona: Could you share some of your favorite examples of hospitality projects that have embraced a holistic, 360° approach to sustainability? This could include everything from eco-friendly design to community impact and operational processes.
Carlo: The best hotel in Italy for sustainability and good living is Forestis in the Dolomites. An ancient healing refuge has been the subject of an architectural intervention desired by a young husband and wife, capable of choosing: Teresa Unterthiner and Steph Hinteregger. Three towers have been built in wood with air gaps for temperature control – they stand on the panorama, they are invasive but they are a symbol of something that works. The structure is powered by pellets, local wood. The rooms are all wood: ceiling, walls, and floor. The water flowing from the taps is the one that in a London restaurant can cost 20 pounds per bottle. Tyrolean apples are fresh and dried – a guarantee, they help the intestines. For dinner, the menu is provided by the chef – as if we were in an old Italian guesthouse in the Fifties – but with the necessary adjustments: different recipes every evening without having to worry about choosing from the menu. Supplier research is local, rigorously.
Adiona: How do you see collaboration between industries, such as fashion and hospitality, driving that sustainability narrative forward? Are there any cross-industry partnerships that you think hold particular promise? Are you working with some brands that are cross industry right now that you would like to shed the light on?
Carlo: I don’t see yet a good cross industry partnership that is worth a mention. The Fashion industry is self-centric – fashion brands don’t understand yet what a real cross industry project could be. On the other side, the manager in the hospitality sector are either too naïve or too pretentious.
Adiona: As an editor-in-chief, storytelling is at the heart of what you do. How important do you think storytelling is in communicating a brand’s sustainability efforts in hospitality? Can powerful narratives influence consumer behavior and push the industry forward?
Carlo: In the luxury target, yes, I’m sure of this. Not the same for the lower spending roaster. In the luxury hospitality, It’s not a standard practice yet, and sometimes the storytelling is not honest: they want to say what can please the guest and they avoid to mention what is still to be done – but time to time they have to face a clever client.
Forestis Hotel in the Dolomites. Photo Credit: Forestis
