From SPA architecture to product development and education, Alberto Apostoli shares his vision of wellness as a total experience that permeates every aspect of his work.
Architect Alberto Apostoli is internationally recognized for his innovative approach to design, in which wellness is not confined to SPAs and hotels but becomes a lens through which every space — from offices to private homes — can be understood. In addition to his design work, Apostoli is an author, entrepreneur, and lecturer committed to spreading a culture of integrated well-being. In this interview, he talks about his books, his design philosophy, his entrepreneurial activities, and the role that wellness plays both in the spaces he designs and in the products he creates.
Alberto, you are considered one of the world’s leading experts in SPA design,
but for a moment, let’s set aside design to focus on your work in education. You’ve written two books on the theme of well-being: what are they about, and who are they for? What inspired you to write them, and what message do you wish to convey to readers?
I am deeply interested in sharing the knowledge I have developed over the years, including through writing.
My first book, Architettura delle Spa (Il Campo, 2010), was born from this need at a time when the market lacked a structured reference on the subject. Through a holistic vision that integrates creative, technological, managerial, economic, and even philosophical aspects, the book serves as a comprehensive, multidisciplinary guide to the design, construction, and management of SPAs.
Elogio delle Spa (2024), on the other hand, has completely different premises and goals. It arose from my desire to share my thoughts on wellness with as wide an audience as possible. For this reason, I decided to publish it for free as an online resource. The book is addressed to all human beings. It explores the essence of well-being and how everyone can pursue it, highlighting the fundamental role that SPAs play in achieving personal balance and inner serenity.
You often speak about applying the concept of wellness to every type of project, not just SPAs.
How does this approach translate into hotels, offices, or private homes?
I believe it is a conceptual mistake to confine the idea of wellness solely to luxury SPA projects. A SPA is merely a means to an end , the end being well-being itself. We are aware that the principles of wellness can and should be applied to every level and every context.
This is precisely the mission of our brand, Escape Design: to translate the philosophy of wellness into other areas of design.
To concretely implement this approach, whether in offices, homes, or even retail spaces, one must start from the human being. It’s essential to deeply understand the end user, not only their functional needs but also their emotional and psychological ones.
Only in this way can we identify their deeper needs and design spaces capable of fulfilling them, generating true well-being.
From your experience,
what are the most common mistakes in wellness design, and how can they be avoided?
The most common and serious mistake is designing a wellness space without considering the user it’s meant for and the context it belongs to. Too often, human needs are subordinated to an aesthetic gesture that is self-referential.
Furthermore, wellness must always be interpreted in relation to the culture of the people and place where one designs. Our nearly thirty years of experience in very different international contexts has refined our sensitivity and professionalism in this regard.
Beyond architecture, you also work in SPA management through affiliated companies.
How do these activities integrate with your design philosophy?
A SPA, no matter how well-designed, cannot generate wellness if it lacks a proper management component. For this reason, in 2023, together with my partner Anna Rita Di Giacomo, we founded Armonia Wellness Solutions, a company dedicated to SPA consulting and management.
By developing market analyses, creating signature protocols and treatments, and recruiting and training staff, Armonia serves as the ideal strategic partner for clients lacking operational expertise.
A SPA is a complex mechanism: design and management are complementary tools to achieve the profitability and long-term success of a project.
How does your experience in SPA management influence your design work,
and vice versa, how does your background as an architect shape your managerial vision?
The increasingly frequent overlap between design and management stimulates a constant dialogue. This happens, for example, when the development of new protocols requires the creation of specific spaces or technologies or, conversely, when a project already integrates operational requirements from its earliest stages.
For you, the concept of wellness also extends to product design.
How is this philosophy reflected in the objects you create?
Product design is a natural extension of my design philosophy and shares the same approach. Our dedication lies in translating wellness into matter: this is reflected in the meticulous attention to ergonomics, which enhances the user’s experience. Every detail is designed to interact with the body and generate an authentic sense of well-being.
This vision, rooted in long experience within the wellness sector, has enabled us to build partnerships with market leaders such as Jacuzzi, Atlas Concorde, Varaschin, and Kreoo. Moreover, I am pleased to announce that we will soon launch, together with Aquaform, a new and highly innovative outdoor product, both technically and conceptually advanced.
In your opinion, what characteristics make a product truly wellness-oriented?
There is one absolute principle: a product is wellness-oriented only if it is radically human-driven. This means its design must begin with a deep understanding of a human need — physical, psychological, or emotional — and respond to it effectively. The product thus becomes a natural extension of the user and engages all the senses. The choice of materials, their tactility, even the acoustics or scent they emit, all contribute to creating comfort and pleasure.
You are also a highly sought-after speaker.
What are the main topics you cover in your talks? Is there a recurring message or theme you aim to convey to your audience?
It is both an honor and a pleasure for me to speak at various events, nationally and internationally, academic and otherwise.
Nowadays, I am asked less to present the technical aspects of my projects and more to discuss the thinking behind them. This happens because the Apostoli brand is now recognized as an authoritative voice on wellness-related themes.
I believe that wellness — the balance between body, mind, and spirit — should be a universal aspiration.
The projects we create represent the pinnacle, the most complete and refined expression of the pursuit of well-being. However, the principles that guide them, and that we promote, are meant for all human beings.
How do you see the evolution of the wellness culture within architecture and design?
I believe the evolution we are witnessing is undeniable and profoundly positive. We are in a phase where wellness has moved from being a secondary element or a luxury niche to being recognized as a key design driver. It’s an evolution I am proud to have contributed to — and one I continue to inspire.
However, I believe we are now called to take a further, and more complex, step forward.
Until now, much of the wellness culture has focused on satisfying individual needs. The next challenge that designers, clients, and professionals must face is directing wellness toward a process that involves the collective. This concept is particularly meaningful to me because it recalls the wellness architect’s responsibility toward society.
Do you have any upcoming editorial or professional projects you can share with us?
We are currently experiencing a very dynamic phase. On the design front, we are strengthening long-standing collaborations while developing new and significant projects, both in Italy and abroad.
We are also carrying out a strategic internal reorganization of the brands that make up the Apostoli Group, a prelude to a new and important phase of expansion for the Studio.
Finally, on the publishing front, I can reveal that I am already working on my third book, which I plan to publish in 2026.
The interview with Alberto Apostoli offers a valuable opportunity to explore a vision of wellness that goes beyond aesthetics, embracing well-being as both a human and cultural value. His words remind us how design, management, and even product development can work together to create authentic and lasting experiences.
A heartfelt thank-you to Alberto Apostoli for his availability, clarity, and the passion with which he shared his philosophy and professional journey.
Aquaform team
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