Arena                 2025

Celia Solf, a creative director and taste maker with deep roots in design and hospitality, never planned to end up in South Tyrol.

In the fall of 2022, Celia was headed south, looking for a pause between a major hotel project in Berlin and a new venture in Milan, working on the members-only travel community app PLACES. But fate, or love, had other plans. Now based in Bolzano, Celia says she “couldn’t imagine it any other way”, and embraces a more grounded rhythm of life with her partner, Moritz Dissertori, one of our Originals behind the Alto Group. 

“South Tyrol is where worlds meet. You can ski in the morning, sip espresso in a sunlit piazza at lunch, and enjoy traditional Alpine food for dinner. Plus, there’s this incredible coexistence of cultures: German, Italian, and Ladin, all living side by side peacefully and in a way that genuinely enriches daily life,” Celia says.

Here, Celia’s life and work naturally balance, too. “South Tyrol has this quiet ambition. Not loud or flashy, it’s forward-thinking, especially in sustainability, architecture, and hospitality. There’s a deep connection to nature and tradition and yet it’s also shaped by innovation and progress. The city and its surroundings are very alive and full of exciting energy. I feel inspired, but at ease,” she says.

The local dress code? Think elegant and practical. In the city, people look effortlessly put together: Alpine chic meets Italian flair. “I might start the day in my favorite cashmere jumper and Jil Sander loafers, and then decide to go for a hike before dinner. So we change in the car—the hiking boots and windbreaker, as well as a swimsuit and picnic blanket, are already in the trunk. You never really know where the day takes you,” she says.

When asked whether moving from the big capitals she worked in was a big lifestyle change, her answer is always yes. Luckily, she says that everyone loves to visit. And with cities like Milan, Munich, and Venice just a short drive away—along with their major airports—the region feels surprisingly well-connected. Plus, the local scene is growing: “More and more restaurants open, and more international visitors come, which is so exciting, and we really hope it continues,” she says. 

Follow Celia and her work on Instagram. She recently launched her Substack, where she writes very personally about travel destinations, among many other topics.