An experiential and relational hub, designed to welcome both visitors and residents, authentically tell the story of the territory, and foster meaningful connections.
FAI della Paganella inaugurates its new Tourist Office in Piazza Italia Unita—completely renovated not only in its aesthetic but also in its experience, introducing a new paradigm for hospitality and information.
In response to the evolving profiles and needs of guests and tourists increasingly visiting the area, the new information office has been transformed into a Destination Point, enriched with new functions and opportunities for visitors.
With this new Visitor Center, we are taking an important step forward in the evolution of tourism hospitality in Trentino. This is not merely a matter of rethinking a physical space, but of shaping a new way of welcoming our guests—more open, more engaging, more authentic. Today’s visitors seek connection, inspiration, and direct contact with the territory and its community; these are the needs we aim to address.
This project, developed thanks to strong collaboration between Trentino Marketing, ATA Dolomiti di Brenta, and ApT Dolomiti Paganella, represents a model that will guide the transformation of other territorial information centers in the coming years. It is a key building block in a strategic journey that places the value of experience and the identity of Trentino at its core
Maurizio Rossini, CEO of Trentino Marketing
The project is the result of a shared vision between Trentino Marketing | ATA Dolomiti di Brenta, Azienda per il Turismo Dolomiti Paganella SB and the DINN! team.
A first step in a broader vision that represents a tangible evolution in the way tourism hospitality is conceived and experienced in this beautiful Dolomiti area.
Not just a traditional information office, but an experiential and relational hub, designed to welcome both visitors and residents, authentically tell the story of the territory, and foster meaningful connections.
The new concept recreates a space for authentic immersion into FAI della Paganella and its surrounding territories. Visitors can explore the diverse beauties of these locations through constant dialogue and connection with local residents, savoring everything the Paganella area has to offer.
Inside, the layout ensures intuitive navigation and interaction. The walls serve as narrative displays showcasing the destination’s offerings (organized by theme), allowing staff and guests to select the most relevant information. The dialogue between guest and staff—the destination experts—is free-flowing and decentralized, removing the constraint of a predefined physical position. All content follows the seasonality of the mountains, updating constantly to provide a complete view of the destination
The new FAI della Paganella tourist office is a place that is:
Integrated: Connecting the interior space with the surrounding nature;
Comprehensive: Showcasing the destination’s wide and varied offerings;
Exploratory: Designed for both independent and assisted discovery;
Narrative: Where expert dialogue and storytelling are essential for an authentic understanding of the territory;
Social: A meeting point for people to deepen their knowledge or share ideas, experiences, and advice;
Modular: A simple, adaptable space that evolves according to the themes and needs presented.
Continuity Between Architecture and Furniture The project stems from the desire to create a space where form and material are not merely decorative but tools to guide the experience. Lines are intentionally simple and essential to highlight content without distractions. A “total look” approach uses local materials to seamlessly coat both the architectural shell and the furniture, creating a sense of enveloping harmony.
Atmosphere and the Suggestion of Light Great care was taken with the lighting design to define the mood. A warm, diffused light source runs along the upper perimeter of the space—an evocative choice meant to recall the warm hues of sunset hitting the Dolomite rock faces. This detail softens the geometries and creates a welcoming, relaxed atmosphere.
Territorial Storytelling and the Central Hub The space is conceived as a “narrative device.” Vertical surfaces become communication hubs telling the story of FAI and Paganella through contemporary graphics. The centerpiece of the composition is a large central table: a solid furniture piece combining the texture of stone with the warmth of wood, designed to host and display the highlights and excellence of the region.
Inside, the layout ensures intuitive navigation and interaction. The walls serve as narrative displays showcasing the destination’s offerings (organized by theme), allowing staff and guests to select the most relevant information. The dialogue between guest and staff—the destination experts—is free-flowing and decentralized, removing the constraint of a predefined physical position. All content follows the seasonality of the mountains, updating constantly to provide a complete view of the destination.
The new information service concept represents a fundamental paradigm shift: on the one hand, it innovates the services provided, and on the other, it aligns the space with both the destination brand and the broader Trentino brand.
On behalf of myself and DINN!, I would like to thank the entire team at APT Paganella and Trentino Marketing for the outstanding teamwork that made it possible to develop solutions that are not only innovative, but also fully consistent with the real, modern operational needs of visitor reception and servicesMassimo Fabbro, Co-Founder and Principal of DINN!
From the outside, an interactive screen available 24/7 provides guests with essential information and materials to experience the territory authentically, ensuring constant service even when the office is closed. The adjacent outdoor square becomes a meeting point for guests and professionals, as well as a venue for events and performances.
We are extremely satisfied with the shared journey undertaken with ATA Dolomiti di Brenta, our technical partners, and local suppliers. This project has allowed us to definitively move beyond the ‘classic’ and traditional role of the tourist information office. We redesigned the space by putting ourselves in our guests’ shoes—guests who seek immersion and authenticity—while also enhancing the crucial role of our staff, who live these places every day and are the true driving force behind hospitality.
With the opening of Fai, we are finally able to express our brand within physical spaces as well, ensuring the coherent and recognizable impact that is essential when a tourist arrives at the destination and truly becomes a Guest. This is the first step in a broader strategy, born with the Future Lab initiative, which will soon also lead to the renewal of our other territorial hubs
Luca D’Angelo, Director of ApT Dolomiti Paganella.
Beyond Information: The office adds new functions such as events, peer-to-peer experience sharing, and in-depth sessions with experts.
Guest-Centric Experience: The space is built around the guest’s needs; visitors move according to their own interests without following fixed paths.
Evolved Staff Roles: The staff becomes the nerve center of storytelling and holiday planning. To facilitate this, the point of contact is decentralized, moving away from the traditional “back-office” counter.
Pervasive Storytelling: The destination’s narrative pervades the entire space through wall communications, the central table, videos, and a “values wall.”
This new information office is the result of a long-term collaboration involving key regional stakeholders, including Trentino Marketing, the Dolomiti di Brenta Territorial Agency, and ApT Dolomiti Paganella.
