Our Premise
Prolog; was founded on a single, shared observation: in luxury hospitality, a beautiful ‘space’ is no longer enough. Success demands a memorable ‘place’.
A ‘space’ is geometry. A ‘place’ is a soul.
A ‘place’ possesses an identity, a narrative, and a point of view. It is the coherence of an experience, from the market positioning to the texture of the bed linen. But who defines that identity?
Prolog; is the answer. We are the strategic narrative practice that bridges the gap between the business of hospitality and the art of it.
The Synergy
Prolog; is not a traditional agency. It is the formalisation of a long-standing synergy between two leaders in their respective fields: strategic communication and architectural design.
We exist where these two worlds meet.
The Strategic Narrative
Valentina Piccirillo
Valentina Piccirillo is the founder of Communication Juice, a strategic PR and communications agency based in Milan. For over a decade, she has guided high-profile brands, understanding that a powerful market position is built on a coherent, ambitious, and meticulously crafted story.
Valentina provides the analytical framework. She defines the “why” – the market analysis, the competitive research, and the core brand strategy that ensures a project is not only beautiful but also commercially potent.
The Aesthetic Rigour
Studio Chiara Caberlon
Studio Chiara Caberlon is an acclaimed architecture and interior design practice renowned for its work in the luxury hotellerie sector. With a portfolio of over 200 projects, the studio is celebrated for its sophisticated aesthetic, creating atmospheres that are calm, timeless, and deeply evocative.
The Studio provides the “how”. It holds the deep understanding of form, materials, and the physical translation of an abstract idea into a three-dimensional, sensory experience.
The Practice
Prolog; is the bridge between this “why” and this “how”. We are The Luxury Hospitality Business Unit of Communication Juice.
Having Prolog’s foundations in Milan is a conscious, strategic decision. We are not merely based in a global capital of design; we are immersed in its ecosystem. This unique geography gives us unparalleled fluency with some of the world’s most vital artisan districts.
Our work is rooted in a constant R&D and cultural dialogue with the masters of Como’s textile industry, Brianza’s furniture industry, and the Veneto region’s lighting and craft workshops.
This cultural fluency ensures our narrative is never a fantasy. It allows us to write an ambitious brief – the narrative prologue – that is grounded in a deep understanding of what is possible and provides the strategic foundation for the interior designer’s vision.
We are the specialised entity where this analytical rigour is translated into a refined, aesthetic language. The result is the complete narrative document: a prologue that serves as the single source of truth for the brand, the F&B concept, and the amenities. This document steers all future design choices, ensuring that by the time the first sketch is made, the story is already complete.