Arles, France — Entrepreneur Luca Pronzato, founder of the global culinary collective WE ARE ONA, has officially launched Casa Ideale, a permanent hospitality project designed to merge culture, design, and high-end gastronomy. Moving beyond his signature ephemeral dining events, Pronzato’s latest venture introduces a new model of para-hospitality that positions residential spaces as evolving cultural platforms.

The inaugural chapter of Casa Ideale unfolds at Villa Bank in Arles, a historical 1970s estate designed by architect Émile Sala. Listed as part of France’s 20th-century architectural heritage, the villa features post-organic, fluid curves that dissolve the boundaries between indoor and outdoor spaces. Conceived as a living house, the property serves as a canvas for creative retreats, culinary happenings, and artistic collaborations. Official design partners HAY and Bocci enrich the interior experience.

Casa Ideale opened its premier season with “Prologue,” a collaborative exhibition with the Fondazione Sozzani. Curated by Maddalena Scarzella, the project showcases over 67 photographs from Carla Sozzani’s private collection—spanning fashion, portraiture, and reportage—featuring legendary artists such as Helmut Newton and Urs Lüthi. The photographic works enter into a direct domestic dialogue with rare furniture pieces selected by Luna Laffanour of the Downtown+ gallery, including iconic designs by Jean Prouvé, Gaetano Pesce, and Ettore Sottsass.

The project coincides with Arles’ major cultural calendar, introducing a pop-up hotel experience alongside tailored culinary residencies hosted by renowned international chefs. Operating on an intimate, relational scale, Casa Ideale establishes itself as a unique cross-disciplinary destination. Villa Bank is accessible by appointment, with booking options available online for both the exhibition and the exclusive pop-up stays.