The Westin Excelsior Rome

Located a few minutes away from the central Spanish steps and the Borghese Gardens, The Hotel Excelsior, now The Westin Excelsior Rome, was created in 1906 as the first international hotel of Via Veneto, historical meeting place of the international celebrities, which has attracted well-known representatives of culture, art and society. In the past, artists such as Picasso, Apollinaire, De Chirico, Malaparte, Marinetti, Boccioni, Ungaretti, Longanesi used to meet at the fashionable salon of the Eternal City, while King Farouk of Egypt and Roman princes such as the Borgheses, the Ruspolis and the Massimos made Via Veneto an elegant society promenade. In this regard, the Hotel has strongly contributed to creating the atmosphere of allure and a link between past and present, facing the street, which was the cradle of the shining Dolce Vita and, thanks to Fellini’s captivating style, hit the collective imagination and became immortal. The Hotel features 316 guest rooms and a prestigious suites collection including Villa La Cupola Suite recently refurbished and still considered one of the largest and luxurious suites in Europe; Doney Café & Restaurants, the Orvm Bar, Kami Spa fitness & Wellness Center and 12 meeting rooms. Since the beginning, The Westin Excelsior Rome has had a close relationship with Rome in terms of heritage and legacy, being located few minutes away from the historical centre and Villa Borghese Gardens. Point of reference for the Roman and international community, it hosts every year Head of States, international diplomats and celebrities.
Types of products/ services
International Luxury Hotel, restaurants, bar, Spa

Business start date
1906

Address
Via Vittorio Veneto, 125 – Rome (historical centre)

E-mail
Excelsior.Rome.Res070@marriott.com

Website
www.westinrome.com

Social Media
Facebook
Instagram
Twitter
Linkedin

The Westin Excelsior Rome

Located a few minutes away from the central Spanish steps and the Borghese Gardens, The Hotel Excelsior, now The Westin Excelsior Rome, was created in 1906 as the first international hotel of Via Veneto, historical meeting place of the international celebrities, which has attracted well-known representatives of culture, art and society. In the past, artists such as Picasso, Apollinaire, De Chirico, Malaparte, Marinetti, Boccioni, Ungaretti, Longanesi used to meet at the fashionable salon of the Eternal City, while King Farouk of Egypt and Roman princes such as the Borgheses, the Ruspolis and the Massimos made Via Veneto an elegant society promenade. In this regard, the Hotel has strongly contributed to creating the atmosphere of allure and a link between past and present, facing the street, which was the cradle of the shining Dolce Vita and, thanks to Fellini’s captivating style, hit the collective imagination and became immortal. The Hotel features 316 guest rooms and a prestigious suites collection including Villa La Cupola Suite recently refurbished and still considered one of the largest and luxurious suites in Europe; Doney Café & Restaurants, the Orvm Bar, Kami Spa fitness & Wellness Center and 12 meeting rooms. Since the beginning, The Westin Excelsior Rome has had a close relationship with Rome in terms of heritage and legacy, being located few minutes away from the historical centre and Villa Borghese Gardens. Point of reference for the Roman and international community, it hosts every year Head of States, international diplomats and celebrities.
Types of products/ services
International Luxury Hotel, restaurants, bar, Spa

Business start date
1906

Address
Via Vittorio Veneto, 125 – Rome (historical centre)

E-mail
Excelsior.Rome.Res070@marriott.com

Website
www.westinrome.com

Social Media
Facebook
Instagram
Twitter
Linkedin

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Rome Excellence

From food and wine to fashion, from craftsmanship to hospitality
ROME, A JOURNEY INTO EXCELLENCE

What a story that object has and what a museum that company is!
Narrating to feel, listen, observe, taste. Images and pathways that speak of a cultural heritage full of past and history and, at the same time, very strong and lively in the social life of the community. The stories are those of some important enterprises that bear the marks of tradition, of cultural value, of their being authentic landmarks of the city and of the whole country. Cafes that epitomize literature, artisan workshops created by talented masters, places that preserve skills, inventiveness and tradition, points of reference for gastronomy and hospitality, authentic places in the heart of the Eternal City. What we propose in these pages is a tale that is first and foremost a sensory experience. It is the story of companies made in Rome that bring to the world the symbol of an Italian way of life made of beauty and goodness, a central reference point for building identity and memory. In Rome you can live a unique experience, take a journey back in time and travel through these historical places that fill your soul. This is the reason why we suggest experiencing these enterprises using the five senses, namely sight, taste, touch, smell and hearing.
Using the sense of sight to fill your eyes with wonder, even passing by historical signs that mark time, creative workshops, and places that depict the Rome skyline. Using taste to savour traditional food and wine that becomes an integral part of the region's cultural heritage and dining out to take an unforgettable journey each time. Using the sense of touch to tell the story of the crafts culture, the handmade craftsmanship rooted in centuries-old craftsmen and creative workshops, which over time has become a valuable part of the Roman identity. A mix of eclecticism and experimentation. Using the sense of smell to try to recognise what surrounds us: smells that speak of life, infusions that smell of history, which help recognise and appreciate the vitality and energy of the Eternal City.
Using the sense of hearing to follow the industriousness of machines and people who work in these eternal places, operating skilfully: the sound of scissors cutting and facing the passing of the seasons; of a blade slicing; of stills boiling and fermenting; of general shops that call to mind the Land of Toys for tourists; of companies that promote the principles of Rome’s quality and identity in the various sectors, but also know how to look to the future.

Premise

Rome is at the forefront in many sectors of manufacturing and services, ranging from aerospace, to IT, Pharma, technological research and training. These are fields in which multinational companies and SMEs excel, thus contributing to Italy’s GDP significantly and being highly competitive internationally.
Rome, however, can also be known and narrated through the companies that boast a traditional link with the city. Many of them were established after the Second World War and had to face the difficult challenges of reconstruction, thus spreading our “Made in Italy” brand throughout the world over the years, particularly in the splendid period of the Dolce Vita.
Even today, these examples of productive "resilience" know how to propose themselves with innovative products created by skilled craftsmen, by the ability to manage iconic and prestigious luxury hotels, which extend exquisite and refined hospitality to their guests, as well as by the will to keep the quality standard of their products high, also thanks to their experience that has grown and strengthened over time.
Rome’s historic brands, epitomizing the very identity of the city, can boast a prestigious past and, at the same time, the ability to preserve values, quality and structural solidity, thanks to the right mix of creativity and research, ancient techniques and innovation.
They are examples of excellence such as artisan shops, fashion ateliers, goldsmiths’ workshops, but also typical restaurants, exclusive hotels and companies in the agri-food sector that feature a unique heritage to be enhanced and made known by using appropriate promotion and marketing strategies.
With Rome Excellence, Unindustria wants to provide an ideal pathway to discover some of these stories of excellence, carefully selected, which are a unique heritage to be preserved and handed down to future generations.
I wish to recall that Rome is truly a brand in itself, as well as an intangible value recognized worldwide, which increases the competitive advantage of Italy’s products and represents a significant part of what can be ideally associated with Italy’s way of producing and living.

Angelo Camilli
President of Unindustria

Introduction

Rome Excellence constitutes a new and further piece of Unindustria’s commitment to promote Rome’s territory to foreign markets by enhancing the companies that stand out for their excellence, typicality and ties to the history and traditions of the capital city.
The pathway was inaugurated in 2020 with the "Atelier Roma" project, based on an ingenious idea of a group of luxury hotels and involving the Municipality of Rome and the National Tourist Agency (ENIT), through which about 70 articles were published in the international press, as well as videos and influencer campaigns were created with the aim of relaunching Rome’s image for a top-of-the-range target.
Jointly with the Rome Chamber of Commerce and Deloitte Financial Advisory, between 2021 and 2022 Unindustria drafted the "Restart Tourism" study, containing some proposals for strategically repositioning the tourism sector, following the profound changes caused by the Covid-19 pandemic.
The "Made in Rome Brand Identity" project, developed in 2021 jointly with the Rome Chamber of Commerce, focused on an analysis of the communication and international marketing activities of companies belonging to the hotel, catering, agri-food, fashion, design and “artistic crafts” sectors.
Rome Excellence, which is its natural follow-up, provides companies with new tools for external visibility, with the aim of highlighting their uniqueness and, at the same time, increasing Rome’s attractiveness by focusing on its specificities in a homogeneous and recognizable way, and using the same visual identity, through a series of products available online and offline.
The volume "Roma Excellence", in which the same contents of the online site are available, includes, for example, specific references to the digital files of the companies via the respective QR codes.
Furthermore, with a view to conveying the content produced to the main entities operating in the sector, particularly in international markets, the project provides for specific digital communication campaigns on the main social media channels aimed at attracting all target segments, acting as a lever and / or catalyst for subsequent promotional and branding initiatives.
The project has been developed precisely with the aim of making, on the one hand, visitors (in terms of attractiveness) and foreign buyers and importers, on the other (in terms of commercial development), discover the most authentic and exclusive production realities, capable of making people live an "immersive" experience between taste, flavour, touch, well-being, beauty and luxury, closely linked to the Roman nature of their products and services, but above all to the history of the city, with its charm, its contradictions and its extraordinary variety and overlapping of experiences it has gone through the various ages.
A set of elements that features an unmatched richness, leading to a growing demand, especially by the so-called millennials, the generation of those born between the early 1980s and the mid-1990s, who account for 20% of international tourists, and are highly interested in art and culture, thus being one of the priority targets for luxury travel operators.

Fausto Palombelli
President of Tourism and Leisure Industry of Unindustria

Credits fotografici

The St. Regis Rome
Photos by courtesy of The St. Regis Rome

The Westin Excelsior Rome
Photos by courtesy of The Westin Excelsior Rome

Antica Pesa
Seconda foto: Leonardo Cestari

Armando al Pantheon
Anna Catalano

Gotto d’Oro
Immagine Prima

Atelier Bomba
Photos by courtesy of Atelier Bomba

Marini Calzature
Marco Scichilone

Sartoria Litrico
SARTORIA LITRICO of Rome © All Rights Reserved ®

Gioielleria Peppino Capuano
@sara_giovannetti_fotografia