milan — As is often the case in big cities, when a new hotspot opens in Milan, it quickly floods the social (and social media) scene, attracting socialites and fashionistas alike. Soon, the adrenaline wears off and another restaurant, spa, or store opens, briefly attracting attention, and the cycle begins again.
But for those looking to avoid this fast-paced hype machine, or those looking to explore uncharted territory and discover hidden gems that are as glamorous and Instagram-friendly as the latest luxury addresses There are some too.
To help with this, boutique creative and travel agency Maptique is stepping into the compass role.
Founded in 2018 by Agnese Violati and Paola Mapelli, the agency combines tireless research and sophisticated flair to produce high-quality editorial content and travel guides that focus on lesser-known destinations. We carefully select, plan bespoke events for small groups and develop bespoke trips. Itineraries for individual guests and hospitality businesses.
Offering alternative destinations and experiences, the service reflects the founder’s own passion for traveling and scouting locations across boutique hotels, small concept stores, and independent art galleries. Violati and Mapelli, two globetrotters with backgrounds in the fashion industry working for brands such as Valentino, Alexander McQueen and La Double J, aim to promote authentic places and make luxury travel experiences accessible. I lead an all-female team with the goal of
Paola Mapelli and Agnese Violati, founders of The Maptique.
Provided by Maptique
After rebranding, the agency now offers an even larger catalog of experiences, from half-day adventures to weekend getaways, for those interested in health, arts, crafts, and culinary events.
In Milan, there are tarot and pottery workshops, croissant-baking classes and walking tours of independent art galleries around Paris, boat tours of Venice’s canals and tours of artisan ateliers on the islands surrounding the city.
Ceramics workshop by The Maptique.
Provided by Maptique
One of the most popular appointments, according to Mapelli, is the “Food Creative Club.” This is a series in which chefs from diverse backgrounds reinvent Italian cuisine for groups of strangers. Held in cities such as Rome or secluded venues in the Italian countryside, these lunches and dinners are traditionally held in evocative locations closed to the public, and we develop exclusive floral arrangements and table designs. Creative talent will participate.
“That’s what we want to continue to do this year: strengthen our collaborations with these talented people, open the doors to even more ateliers, host more dinners and bring different worlds together.” We want them to,” Violati said.
“Some of the experiences we saw overseas and were inspired by and brought them here with our own twists, others that we tried firsthand and wanted to share, and some that we created in formats ourselves. Yes. In other cases, some companies and talents have contacted us to present their projects,” says Mapelli.
One of the Food Creatives Club events by The Maptique.
Provided by Maptique
Experiences typically fall into one of two categories: fixed-day experiences, where 15 to 20 users can sign up until they sell out, and experiences that are delivered on request and at a time that suits the customer’s preferences.
The latter category includes weekend breaks, trips to Lake Como or Lake Maggiore offering stays in charming old family villas, Vespa ride tours, picnics and wellness treatments. Immerse yourself in glamping in the Sicilian natural landscape, combining yoga, meditation and local cooking classes. Go horseback riding in the Spanish countryside or relax in a country home set on 300 hectares of property. A secluded tour of Athens or a luxurious stay in the French Alps.
These destinations attract a diverse, often international audience who rely on Maptique’s team to create custom itineraries for gifts, solo trips, solo and family vacations, and honeymoons.
Maptique website.
Provided by Maptique
Maptique partners with hotels to offer users discounts on dreamy locations such as Villa Mabroca in Tangeri, Morocco. Mona of Athens. Susuro, Lesse, Mozambique. Hotel du Cloitre in Arles, France and Camp Kipwe in Damaraland, Namibia. Several Airbnb buildings have also been featured, from Casa Oaxaca in Mexico to Villa Amfitrion in Puntaneras, Costa Rica..
“The best part is always researching both the location and the talent,” Violati says. “We want authenticity above all else, like a hotel that feels like it’s not built to follow trends.”
To further engage with our users, our new membership program features creators and artists who share a wide range of city guides and tips, from Massimo Alba’s secret spots in Ischia to Licia Florio’s go-to spots in Positano. Provides additional access to premium content, including interviews.
Downloadable city guide by The Maptique.
Provided by Maptique
The group also sells downloadable travel guides for Rome, Amsterdam, Tokyo, Berlin, Paris, Copenhagen, Athens, Ibiza and more for €8.50 to €16.50, as well as limited editions by local creators, brands and artisans. We also sell capsule collections. And a boutique hotel.
Items range from prints by three emerging photographers to ceramics developed with StudioBea. From jewelry by Istanbul-based brand Peracas to a capsule collection created in collaboration with Puglia’s Borgo Silentio hotel, including printed pajama sets, dresses, and accessories. Prices range from 30 euros to 400 euros.
Earrings from a capsule collection developed with Peracas.
Provided by Maptique
The new initiative not only boosted The Maptique’s brand awareness and community building, but also boosted its business-to-business division, which is the company’s main source of revenue. Services range from itinerary creation for corporate team-building activities, exclusive press trips and events for VIP clients, to content creation and art direction for luxury brands and digital strategies for small hotels looking to refresh their image.
So far, the agency has put together experience packages for top clients Bulgari and Luisa Via Roma. Designed an exclusive city guide for Coccinelle and Vogue Italia during Fashion Week. created social media assets for the Rinascente project in Florence and conducted online pottery classes that Artemest gifted to employees during COVID-19.
Villa in La Foreia near Lake Maggiore, Italy.
These activities, Violati says, were “fueled by a significant market shift away from product pursuits to brand value, experience and emotion.”
“This is what has guided us since the beginning of the project. We realized that at the end of the day, it’s the new skills you learn or the specific people you meet during the event that make the difference.” she says.
“It all comes back to the idea of expressing a sense of belonging,” Mapelli added. “We’re very selective about our experiences and focus on making people feel good in unconventional ways. Some of these activities may be trendy, but we’re focused on making people feel good in unconventional ways. What we think about is a sense of well-chosen simplicity and spontaneity.”
Ceramics developed at StudioBea.
Provided by Maptique
Today, the founder’s mission is to strengthen its services in various areas, with the ultimate mission of “becoming a reference point for all things travel.”
“The idea is to be the undisputed brand that people associate with a guarantee of beautiful experiences, creative service and good taste,” said the agency’s business-to-consumer and B2B customers. said Mapelli, who is aiming to expand internationally on the side. , starting in Paris, London and Germany.
“We would like to further expand our scope of experience abroad, as well as establish offices and continue consulting in other countries,” she says. “So why not? It would be nice to have an actual physical outpost someday, something like The Matique’s hotels and mansions,” she says with a smile.