Writted by Studio Apostoli

Will Wellness Save The World?

We interview Alberto Apostoli, Wellness Architect, founder of Studio Apostoli

1. Apostoli, how would you interpret, from a strictly sociological perspective, the growing attention given to the world of spas and wellness in general? Do you view it as a sign of renewed self-awareness at a deeper, more personal level?

It is undoubtedly a sign of a renewed awareness, not only of oneself as an individual, but also of the recognition of the inextricable connection between body and spirit. The search for, and maintenance of, balance between these two elements is unequivocally the defining characteristic of our era, shaped by stress – the psycho-physiological response to work-related demands, performance pressures, and socio-cultural influences. The use of wellness spaces – whether spas, thermal centres, or medical spas C therefore responds to this need, which is undeniably an urgent necessity today. The opening of spaces dedicated to wellness, including practices aimed at rebalancing the body and mind, such as meditation and mindfulness, should be understood in this context and demonstrates their significant and now indispensable sociological value in addressing the effects of the “fatigue of modern life” and improving our approach to its causes.

2. Physical well-being is inextricably linked to psychological balance: in your opinion, can architecture contribute to the protection and improvement of mental and psycho-physical health for those who experience the space? How does this attention to the emotional sphere of the individual translate into architectural design?

The theories of neuroscience, which suggest that external stimuli play an active role in generating and influencing personal emotions, are now well-established scientific concepts. In recent years, these insights have given rise to a new approach in design known as neuroarchitecture, which transforms these ideas into practical tools for architects. Attention to the colours used, textures, light variation with darkness, modulation of temperature, and the alternation of open and closed spaces all create ‘speaking’ atmospheres that interact with neurotransmitters to evoke emotions. At Studio Apostoli, we have been pursuing this design philosophy for years, according to which a space becomes a place because it is imbued with emotional and psychological significance, not just technical and structural elements.

3. References to ancient philosophies and the original concept of well-being, free from contemporary contaminations, have always been the driving force and ultimate goal behind every project: how do you manage to reconcile the ancient attitude towards ‘well-being’ with the needs of the market, revenue requirements of a structure, and the trends and fashions of our time?

It is a matter of having a deep understanding of both ancient philosophies, Eastern as well as Western: I wouldn’t define it as a return to the origins, because I am convinced that being able to create spaces that connect with the individual also lies in the ability to never depart from these doctrines. On the contrary, they should be the primary source of inspiration and the driving force behind the entire project.

Naturally, a thorough understanding of the common denominators – that is, the origins of well-being, and the centrality of the individual, divided into three distinct yet cohesive entities: body, mind, and soul – allows for a modular and tailor-made approach, one that is sensitive to the needs of the structure, the market, and modern society. It is a philosophical and religious syncretism that draws from a constant and unchanging value system that has lasted for over 5,000 years, yet is able to engage with contemporary life.

4. Speaking of trends typical of a particular era: over time, we have witnessed, and continue to witness, a transformation in the value scale. Among all these changes, the concept of luxury has undoubtedly undergone the most significant alterations, moving away from its original meaning. How do you relate to the dichotomy between true, classical luxury and the new luxury that often pervades the wellness industry, positioning itself as its driving force?

First and foremost, it is important to specify that it is not so much the etymological meaning of the term that has changed, but rather how the concept of luxury is interpreted. The word “luxury” comes from the Latin “luxus”, meaning excess – typically referring to material aspects. Today, the interpretation of the term as an ‘addition’ still persists, but what has evolved is the point of comparison, which has shifted towards immaterial values. The availability of time to dedicate to oneself and the opportunity to experience emotions, for example, now represent the true luxury of our time. Bringing this awareness into the design of wellness spaces means focusing not only on the quality of the service but also on the type of experience offered – one that takes into account the emotional component, as well as the need to create an alternative space, one that dematerialises and stretches time, enveloping the individual.

5. On the 12th of November, you will be a speaker at the 2024 edition of Travel Hashtag, an event that will bring together the most prominent figures in the tourism industry, alongside political, institutional, and business leaders. What overview will you provide for the wellness sector? In your opinion, what does the near future hold, and which direction should it take?

The future of the sector lies, first and foremost, in the recognition of the social role of wellness, a concept with ancient roots but still relevant today. According to this concept, the balance between individuals is the natural projection of the balance within the individual. Consequently, the nature of tourism itself is also evolving – shifting from the idea of a ‘break’ or ‘escape’ from daily life, which is temporary, to the concept of travel: an all-encompassing experience that permeates the traveller and permanently alters their perspective and approach to reality. From this viewpoint of transformation within the tourism sector, the wellness industry becomes a privileged tool for improving the individual first and foremost, and secondly, for enhancing the community.

6. As an architect and designer, you are a ‘man of action’, but you are also a profound connoisseur of classical thought, ancient Eastern philosophies, and mind-body contemplative practices. How have you developed your design theory considering the many layers and influences? Have you ever thought about crystallising your knowledge and multidisciplinary experience into a manifesto?

Behind every design there is a goal. For me, as an architect in the wellness sector, the aim of this architecture is the well-being of individuals – the only driving force that differentiates it from other branches of the discipline. In a few days, my latest book Elogio delle SPA (available online) will be released. It is effectively a manifesto of my philosophy, approach, and a summary of my experiences translated into concrete principles. But it is also an effort to elevate the role of all professionals in this field, who engage in activities that are not an end in themselves but are of primary importance to the individual and to the community. All of us in the wellness sector contribute significantly to improving the quality of life, achieving the psycho-physical balance of individuals, and consequently to the creation of a harmonious society. Elogio delle SPA aims to demonstrate this social significance, retracing the history of wellness spaces from antiquity. In conclusion, the tourism sector, when viewed through the lens of our wellness industry, is also evolving, from being solely an economic industry to a social industry, one that generates profits but also creates individual, community, and social value.

Alberto Apostoli

Born in Verona in 1968, he graduated with a degree in Architecture from the University of Venice and founded his studio in 1997 with the aim of exploring a new approach to project realisation, focusing on the intersection of disciplines and the pursuit of well-being through architecture.

Throughout his professional and personal journey, he has developed a profound reflection on the connection between space, body, and soul, conceiving a holistic vision that embraces nature, culture, and sustainability. Through various initiatives he has established, he has contributed to promoting a unique design approach aimed at enhancing people’s quality of life, rather than merely focusing on the creative and artistic gesture.

Thanks to his work as a mentor for well-being, he is regarded as a guide for professionals in the field. For over a decade, he has shared the insights from his reflections in Italy and abroad, aiming to raise awareness about architecture that is not merely about form but serves as a means to promote the well-being of both people and the planet.