Stella33 and ‘Unreasonable Hospitality’: How the World of Work is Changing

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Discover the meaning of Unreasonable Hospitality, an approach that goes beyond traditional hospitable service, influencing various industries, including the world of offices and workspaces.

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What is Unreasonable Hospitality?

The philosophy of Unreasonable Hospitality — literally “hospitality without reason” — promoted by Will Guidara, former co-owner of the award-winning restaurant Eleven Madison Park, argues that how we serve is as important as what we serve. It’s an approach that

  • reaches beyond expectations: Unreasonable Hospitality involves offering more than what is expected. It’s not just about meeting the basic needs of the customer, but also about creating extraordinary experiences that exceed expectations.
  • Beyond logic: Unreasonable Hospitality is not guided by logic or calculation. It’s an act of generosity that doesn’t seek immediate return but inevitably achieves it, fostering solid and lasting relationships — even in business.
  • Beyond industry boundaries: Guidara argues that any company can choose to operate using Unreasonable Hospitality, regardless of its sector. This means that Unreasonable Hospitality can be applied not only in restaurants and hotels but also in sectors such as finance, technology, luxury retail, real estate, healthcare and many others.

The Origins of Unreasonable Hospitality

Unreasonable Hospitality entails seeking ways to create extraordinary experiences and offering people more than they could ever expect. It’s not just about providing a standard service, but about exceeding expectations and positively surprising anyone who comes into contact with the organization. Will Guidara has also written a book titled “Unreasonable Hospitality: The Remarkable Power of Giving People More” which explores this concept. In the book, Guidara shares the lessons learned while working in the world of fine dining and demonstrates how we can find magic in what we do, both for ourselves, the people we work with, and those we serve.

Even during his TED Talk, Guidara spoke about “the secret ingredients of great hospitality” and how his life changed when he decided to serve a two-dollar hot dog in his four-star luxury restaurant, creating a personalized experience for some customers who desired authentic New York street food. This move garnered such a positive reaction that Guidara began to pursue this type of “unreasonable hospitality” full-time, by seeking ways to create extraordinary experiences and giving people more than they could ever expect.

Additionally, Guidara argues that the entire service economy is increasingly driven by the hospitality sector and that Unreasonable Hospitality can be adopted by any type of company, not just luxury ones. It’s about putting at the center of our actions the human desire to be cared for and served. This approach can transform ordinary transactions into extraordinary experiences, creating a stronger bond with customers and collaborators.

In summary, Unreasonable Hospitality invites us to be creative, intentional, and generous in how we serve others, surpassing expectations and forging meaningful relationships.

Unreasonable Hospitality and workspaces

As mentioned, Unreasonable Hospitality is a concept that goes beyond traditional hospitality service. This approach revolutionizes the conception of hospitality across various industries.

Here’s how we can apply it to the world of offices:

  1. First Impression: The arrival at the office is one of the most impactful moments for creating a desired hospitality experience. Let’s ensure that the environment is welcoming and reflects the company culture. A warm welcome can truly make a difference.
  2. Comfort and Well-being: Let’s think beyond common amenities. An example can be offering comfortable workspaces, ergonomic chairs, relaxation areas, and green spaces. Unreasonable Hospitality means exceeding expectations, perhaps by offering massages or yoga sessions in the office.
  3. Customized Service: Treating employees as valued guests, by listening to their needs and striving to meet them. For example, providing customized meals for those with dietary restrictions or organizing special events to celebrate birthdays or milestones.
  4. Empathetic Communication: Internal communication should be open, clear, and respectful. Let’s listen to employees’ concerns and respond with empathy. Unreasonable Hospitality means taking care of people, not just numbers.
  5. Surprising Details: Let’s create memorable moments. It could be an unexpected surprise, like a surprise breakfast or a thank-you note. Even the smallest of details matter.
  6. Flexibility and Personalization: Every person is different. We offer flexibility in work hours, customizable workspaces, and opportunities for individual development. Unreasonable Hospitality means adapting to the needs of each employee.

From words to actions: Stella33 brings Unreasonable Hospitality to the office world.

The office has transformed from a “place of work” to a “lever for creating value, collaborating, inventing, and connecting with others”: based on this premise, Stella33 creates spaces for freelancers, small and medium-sized businesses, and tailor-made projects for large organizations. According to Stella33, the workspace is not just a place of work but a true destination for representation to work and collaborate, tailored to the needs of individuals and teams, multifunctional, and a source of inspiration.

By placing the brand and mission of the client company at the center, workspaces become performing workspaces: Stella33 offers a service that synthesizes various experiences (not just work-related) oriented towards the multifaceted performance of the client company — ranging from branding to productive efficiency to well-being and innovation. The approach is therefore comprehensive and diversified, taking into account how space — and the activities and relationships that take place within it — impact business performance.

One fits one: customized solutions for each company

Stella33 works on and within workspaces to implement well-being, resilience, and creativity of their users. Every organization is different and has different needs based on its goals and company culture, therefore, Stella33 operates by personalizing spaces and management based on the client’s objectives and by adjusting the service components according to its organizational and cultural specificities.

According to Stella33, one fits one: the best solution for a company is the one tailored and implemented specifically for it. That’s why spaces signed by Stella33 are highly customizable, ensuring that the final product and service are tailor-made for each client.

The cornerstone pillars of Stella33’s work revolve around the creation of high-performing spaces, serving both work and the well-being of those who inhabit them every day: upon them rest the foundations of the office of the future.

Meravili-House of Business and Unreasonable Hospitality according to Stella33

An example currently being realized in Milan according to these principles is Meravili – House of Business, an unprecedented workspace for the Lombard capital, which hosts customizable serviced offices tailored to the client’s needs, a Garden & Lounge area, various meeting rooms, a bar and an event space.

The focus is precisely on creating a tailor-made service, inspired by the world of hospitality, to make clients feel at home even in the workplace.

Specifically, the roles of House Manager and Barman at Meravili play a central role in building a relationship with the client, understanding their needs and preferences, and surprising them with a service of the highest standard.

According to Stella33, Meravili is the place where hospitality enters the workspace, aiming to be as unreasonable as possible, as Guidara would understand it: a unique work experience in every aspect, from welcoming guests to customizing office spaces, and to the meticulous design of lounge & garden areas.

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