The Barn is the latest project by NOA for the Apfelhotel Torgglerhof in Val Passiria. The space was conceived as a place where both hotel guests and external visitors can explore a curated selection of regional products—not displayed in a commercial layout, but rather arranged with the intimacy of a setting evoking a lived-in home. Located on the ground floor of a former barn, the intervention gives new life to a historical structure.
Project Name: The Barn
Studio Name: NOA
Location: San Martino in Passiria, South Tyrol
Photography: Alex Filz
NOA’s design approach was guided by a clear spatial and material strategy. In keeping with the hotel’s bohemian character, the designers introduced a subtle shift through warmer, more Mediterranean tones—a counterpoint to the lush greens found throughout the rest of the hotel. Guests are welcomed into a curated environment that feels both familiar and unexpected: an inviting setting where visitors can browse authentic products across a series of distinct yet interconnected zones.
The layout unfolds as a sequence of areas: a flower counter, a wine display, a tasting bar, a workshop table, and shelves filled with carefully selected design objects. Each zone is designed to encourage exploration and storytelling. The material palette, defined by a rich and coordinated moodboard, includes Venetian terrazzo flooring, warm terracotta surfaces, vintage wooden tables, and a monolithic counter in dolomia stone. These elements combine to form an eclectic salon—a kind of Schatzkammer—where every object holds a meaning.
The innovation of The Barn lies first and foremost in its hybrid nature—an intentionally undefined space that blurs boundaries between retail, hospitality, and experience. It resists fixed classification, and that ambiguity is its strength. At once concept store, workshop venue, event space, florist’s atelier, and wine tasting lounge, The Barn reflects a multifaceted identity that resonates with the Apfelhotel.
One of the primary design challenges was the circulation: the ground floor also serves as the entrance to the guest rooms on the upper floors. This required a delicate balance between openness and privacy—ensuring a vibrant, welcoming atmosphere for visitors, while maintaining discretion for hotel guests often passing through in robes.
Another constraint was the unusual shape and large surface area of the floor. To avoid a fragmented look, NOA opted for a continuous material, Venetian terrazzo, eliminating visible joints and lending a cohesive, calm foundation to the eclectic environment. A refined interplay of materials defines the space: terracotta, dolomia stone, and vintage wood are composed into a harmonious palette, with each piece of furniture designed to serve a clear narrative function.
The Barn delivers value across cultural, environmental, and economic dimensions. It functions not only as a showcase for the Apfelhotel’s own offerings but also as a platform for regional excellence. By expanding the boundaries of traditional hospitality, the space invites guests into direct contact with the people, processes, and stories behind the territory. The presence of a florist and a sommelier, who use the space for both sales and workshops, adds a dynamic layer of interaction and authenticity. This human connection enriches the visitor experience, offering a deeper sense of place.
