SALVE! PUGLIA

UNLOCKING THE HIDDEN TREASURES OF THE CHARMING COASTAL REGION

Say Ciao! to the coastal region of Puglia in Italy and saunter through its tree-lined streets with founders of Puglia-based creative consultancy studio, EFFE Studio – Francesca Madaro and Francesca Longo. Evoking memories of carefree summers, long lunches, lazy days and languid nights, EFFE Studio takes us through the healthy slowness of an Apulian summer – generous, slightly offbeat, rough around the edges. Think charming architecture unique to the region, glutting out on the finest wines, pastries, crusty breads and sun-blessed fruits, and experiencing the world’s calmest bays.

Discover exclusive takeaways and to-do’s by the designers and usher in a “Dolce Farniente” vibe this summer.

Bon Voyage!

Rooted in Puglia, EFFE Studio is a creative consultancy house focused on communication strategies and hospitality consultancy. The studio supports Mediterranean hospitality brands to develop creative strategies with a tailor-made approach for entrepreneurs and investors to maximize their business opportunities. Effortlessly blending Apulian charm with local craftsmanship and heritage details, EFFE Studio uses a visual language to create impactful content, and fully interpret the identity of the project, values, and needs of the target clientele.

Stemming from the names of its co-founders, Francesca Madaro and Francesca Longo, EFFE Studio was conceptualized owing to a deeply filled passion for luxury and hospitality by its founders.

Spaces in Puglia embodying a deeply inherent Apulian charm and a blend of Italian and Indian aesthetics, courtesy EFFE Studio.

“As I sit down to reflect on my journey, I am filled with a deep sense of gratitude and inspiration. My time working at The House Of Things in India opened my eyes to the extraordinary craftsmanship and hospitality sectors in the country, leaving an indelible mark on my soul. Inspired by this experience, I returned to Italy with a burning desire to create something of my own in the realm of hospitality and design. Thus, the concept of EFFE Studio was born,” says Francesca Madaro.

Francesca worked at The House Of Things in the summer of 2018, and contributed much of her virtuoso to THOT’s unique dashboard. In addition to elevating every project with her hard work and inspiring ideas, Francesca’s attention to detail in sourcing brands and artists to add to the roster from across the world amazed our team. We are thrilled to collaborate with the rising star and her start-up EFFE Studio in our latest story: Dolce Farniente.

“The Puglia-India connection has been fundamental to developing a passion for home décor and luxury hospitality within me. EFFE Studio is a manifestation of this vision and our goal is to infuse each project with the beauty, warmth, and attention to detail that defines Puglia”, concludes Francesca.

Discover more about the creative consultancy studio at https://www.instagram.com/effestudio_/

“One of my favourite pieces from THOT is the Pichwai. These magnificent paintings represent the culmination of various Indian art forms in one masterful stroke. The intricate details, vibrant colours, and symbolic motifs encapsulate the essence of Indian culture for me. Its beauty, spirituality, and mystique are what hold a surreal captivation for me about my time in India and at The House Of Things.”

- Francesca Madaro, Co-Founder, EFFE Studio

Minimalism meets majestic beauty. Art meets heritage charm. Puglia offers a captivating lifestyle where slow living seamlessly intertwines with wealth, art, and relaxation. With its shimmering Mediterranean waters, historic trulli houses, and charming cafes, Puglia is a favourite destination of the swish set. From the transformation of ancient palaces into modern marvels to the sustainable blending of history and contemporary design, each of the selected places in this feature represents the essence of Puglia's charm. Alongside these architectural wonders, the region's culinary delights, exemplified by Osteria del Caroseno, and the renowned craftsmanship of Grottaglie ceramics contribute to making Puglia a truly remarkable destination. Live a breathing tale of Puglia, with EFFE Studio’s curation of spaces and events to enjoy this true essence of Italian beauty.

An exemplary masterpiece crafted by the renowned architects Palomba Serafini, Palazzo Daniele stands as a testament to the seamless integration of modern interior design within a 19th-century palace. This magnificent structure in Gagliano del Capo showcases the perfect harmony between historical grandeur and contemporary aesthetics. With its unique blend of old-world charm and innovative design, Palazzo Daniele offers a truly unforgettable experience.

https://palazzodaniele.com/

Situated amidst the captivating landscapes of Valle d'Itria, Masseria Belvedere, designed by Valari Studio, presents a breathtaking view of the sea. This ancient farmhouse, left authentic in its structure, combines traditional elements with modern touches. The intricate details and thoughtfully incorporated modern features make Masseria Belvedere an idyllic retreat for those seeking tranquillity and luxury in Puglia.

https://www.masseriabelvedere.com/

Located in the enchanting town of Spongano, I Tre Bacili is a remarkable example of a diffused hotel. This elegant and sustainable mansion effortlessly blends ancient walls, contemporary art, and organic materials. The seamless integration of history, art, and eco-consciousness creates an inviting and harmonious atmosphere that is both enchanting and refreshing.

https://www.itrebacili.it/en/

Nestled amidst nature, Casa Caroseno, a project by Opus Atelier, is a family-run business that epitomizes the charm and tranquillity of Puglia. This idyllic retreat offers guests a unique opportunity to unwind in the midst of beautiful surroundings. Owned by Francesca Longo, one of the founders of EFFE Studio, Casa Caroseno is an embodiment of the region's slow and good lifestyle.

https://www.instagram.com/casacaroseno/?hl=en

The Longo family's renowned restaurant Osteria del Caroseno, one of the finest restaurants in Puglia, showcases the best of local ingredients and traditional Apulian recipes presented in a modern and innovative way.

Chef at Osteria Caroseno, Giovanni Longo’s dish "Inizio di una storia" is truly the beginning of his chef's journey, as he has had this dish on the menu for 12 years. The ingredients for making this spaghetti dish are all humble ones, as the chef's passion stems from the poor and peasant cuisine: thick spaghetti, tomatoes, capers, arugula, olives, onion, garlic, chilli pepper, oregano, anchovies, and crispy breadcrumbs to sprinkle on top.

Intimate and suggestive, Il Cortiletto is an authentic Apulian experience with a lovely courtyard, characteristic plants and décor, and an orange grove – the perfect spot to dine under the sky. By carefully choosing the ingredients and combining them in a menu that follows the rhythm of the land, each dish is reminiscent of the aromas and flavours of Puglia.

See more at https://www.instagram.com/il_cortiletto/

Le Stanzie is built in a 16th century farmhouse amongst the oldest in Salento. The restaurant serves typical Italian peasant food – composed of “poor” products most of them grown by the same company – mashed broad beans, horse meat, grilled vegetables and pittule. In the summer, one can enjoy the outdoors by eating al-fresco.

See more at https://www.instagram.com/masserialestanzie/?hl=en

The environmental setting and striking architectural town of Puglia are the perfect setting for the memorable international music events that take place at the Viva Festival, which attracts people from all over the world.

Know more at https://vivafestival.it/en/home-2023-edition/

A journey through beautiful Apulian locations, the Locus Festival is known for its artistic diversity and features electronic music that attracts people from all across the globe.

Know more at https://www.locusfestival.it/site/

This boutique Apulian festival invites some of electronic dance music’s finest to soundtrack a weekend of sun-kissed dancing – where sounds come to life blending in with the landscape and giving shape to multiple sensory textures.

Know more at https://www.polifonic.it/puglia-2023/

A cultural tradition of Italy, ceramic making is intrinsically an art form tied to regions such as Umbria, Tuscany, Sicily, and Puglia. In Puglia, the art of ceramics and terracotta have been flourishing since time immemorial. Nearly 300 years ago, Puglia was part of Magna Grecia, the fertile lands of Southern Italy where the Greeks were extracting clay from the area around Taranto for earthenware production.

No discussion of Puglia's rich cultural heritage would be complete without mentioning the famed Grottaglie Ceramics. This local craft has gained worldwide recognition for its exquisite pottery. Among the celebrated artisans, Nicola Fasano stands out for his mastery in personalizing ceramics with a wide array of Apulian iconic patterns. The intricate designs and vibrant colours of Grottaglie Ceramics beautifully reflect the region's artistic heritage and provides visitors with the opportunity to take home a piece of Puglia's timeless beauty.

Puglia is famous for its olive oil production. The region provides around 40% of the country’s olive oil, which amounts to around 300,000 tonnes every single year. The organoleptic qualities of Apulian extra virgin olive oil are characterized by its low acidity, oleic acid, tocopherol content, and vitamin E, which helps in the prevention of degenerative diseases.

Nicknamed the “Green Gold of Puglia”, Apulian olive oil is harvested almost exclusively by hand. This allows the harvesters to select the quality of the fruit, thereby preventing mould and fermentation.

Puglian wine is the product of a diverse landscape. Half of Italy’s olive oil is produced in the dry heat of Puglia. The land is surrounded by water on three sides allowing cool breezes off the Mediterranean to moderate vineyard temperatures. The two most popular wines from Puglia are Salice Salentino and Primitivo.