Two contrasting hotels capture the spirit of contemporary Milan. One is a former perfume factory turned olfactive sanctuary. The other embraces maximalist drama, design and nightlife. Together, they reflect the city’s multifaceted approach to luxury.
Text by: Amy Van, Photos: Magna Pars and The Plein Hotel
In fashion- and design-forward Milan, the hospitality scene continues to evolve. Two Milanese addresses illustrate this shift: one, a former perfume factory turned olfactive sanctuary, appeals through quiet craftsmanship and sensory nuance. The other is a maximalist hotel that zeroes in on entertainment as well as dramatic and unapologetic self-expression. Both members of Small Luxury Hotels (SLH.com), they offer distinctly different, yet equally compelling, ways to experience the city.
Crafted in Scent
Housed on the former site of a family-run perfume factory, Magna Pars, l’Hotel à Parfum is a five-star retreat that lives up to its name with conviction and large doses of charm. This is thanks to the Martone family’s love of perfume, art and hospitality.
The property, with its courtyard gardens and tranquil spaces, feels removed from the city’s fast-paced tempo. It’s tucked along Via Forcella, a quiet street running parallel to Via Tortona, the heart of fashion, art and design scene.
Arriving at the hotel, you are greeted by a striking contemporary glass façade that reveals its post-industrial bones. Inside, original brickwork, steel banisters, and exposed corridors are softened by white interiors, warm wood and collections of antique books.
What sets Magna Pars apart is its concept of 68 suites inspired by 68 fragrances – ranging from fruity, aromatic, fIoral, woody and resinous olfactory notes, in line with the history of perfumery. The family has injected considerable thought and creativity into the accommodations, giving each suite a distinct identity.
Each room has its own story and essence: 23 suites are dedicated to fIowering trees and bushes such as the gardenia, frangipane, and neroli. Twenty-two suites draw inspiration from woods such as vetiver, sandalwood, and patchouli, as well as resinous essences including myrrh, styrax and opoponax. The remaining suites are devoted to fruit trees such as the medlar, cherry and fig, alongside aromatic shrubs like white sage and rosemary.
The rooms are luxurious yet understated, furnished with Lombardy-made pieces, supple leather sofas, Italian textiles and artworks that echo their aromatic inspiration. Small bookcases filled with old books add to the charm. Large windows overlook internal courtyards and gardens, while some suites open onto private terraces surrounded by greenery.
One of the standouts is the Presidential Suite 16 Oud Wood, set across two levels with a spacious living area and a separate bedroom. There are also private loft apartments, a nod to the artistic character of the Tortona district.
If the suites introduce scent as atmosphere, the on-site LabSolue Perfume Laboratory turns it into experience. Created by sisters Giorgia and Ambra Martone (descendants of the family behind Marvin, the historic Italian cosmetic brand), LabSolue is part olfactive library, part modern apothecary. Inside, warm wood cabinetry houses “olfactive volumes”: fragrances that mirror the suites’ identities and draw from Italy’s rich botanical landscape.
Guided by an expert staff, guests are invited to explore essential oils and ingredients, tracing personal scent memories before selecting or creating a fragrance to take home as an eau de parfum. Diffusers or artisan candles are available too. All LabSolue creations are refillable, recyclable and produced entirely in Italy.
The sensorial journey continues upward at the LabSolue Bar and Roof Terrace. Perched above Milan’s courtyard rooftops, this venue reimagines the city’s aperitivo ritual through scent. Olive and jasmine trees line the terrace, and a glass-enclosed veranda transforms from winter retreat to summer refuge.
Here, the Olfactive Aperitif takes centre stage. The ever-evolving cocktail menu is inspired by LabSolue fragrances, conceived as sensory compositions. A recommended one is the 201 Ulivo — an aromatic cocktail inspired by olive leaves and Mediterranean warmth. Another is the 101 Bergamotto, with fresh, green, and intensely aromatic notes, made with vodka, vermouth, bergamot rosolio, timut pepper and green olives. Can’t decide? Opt for the tasting experience featuring three signature drinks instead.
If you’re feeling peckish, complement your drinks with a selection of modern tapas-style dishes like veal meatballs cooked in lemon leaves and scented with sage blossoms or citrus and cedarwood marinated salmon with fennel and olive salad.
Dining options extend to the elegant DA NOI IN restaurant at the basement. This is the place to enjoy a hearty breakfast, light lunch or dinner featuring Milanese-style dishes such as porcini mushroom risotto, and veal slices with tuna and caper sauce.The restaurant opens onto the ‘Secret Garden’, a lush green space filled with plants and shrubs that are used for perfumery.
Location-wise, Magna Pars is close to the historic Porta Genova station. From the hotel, you can easily reach the city’s downtown area for a shopping spree. Otherwise spend time exploring the Mudec Museo delle Culture, an ethnographic museum or Armani Silos, the fashion art space dedicated to the Armani style.
Designed for Drama
Maximalists will feel at home at The Plein Hotel in Milan, a new luxury entertainment-driven property defined by its audacious spirit and bold character.
The boutique hotel at Via Daniele Manin 19, sits in one of the city’s more refined neighbourhoods, just steps from the lush Giardini Pubblici Indro Montanelli. Within walking distance too is the Galleria d’Arte Moderna, home to Italian and European works from the 18th to 20th centuries.
The brainchild of German designer Philipp Plein, this design-led retreat reflects Milan’s longstanding relationship with fashion and theatricality. With just 11 rooms, each individually conceived, no two stays are identical. Some suites are equipped with private saunas or gym walls for in-room workouts, while others feature freestanding sculpted bathtubs positioned at the foot of the bed. In every room the spacious showers are fitted with the signature ‘emotional shower’, offering a multisensory experience including light therapy (chromotherapy) to enhance relaxation and rejuvenation.
In–room dining is available via a gourmet menu. And there’s even a tactile pillow menu that allows guests to select their preferred option. All this is supported by 24/7 butler service — on hand for everything from arranging private meals to warming your sauna before you return to the room. Service throughout is polished and attentive, with a clear focus on personalisation.
La Jungle De Plein next to the lobby serves as an all-day social hub of sorts. Spend unhurried mornings tucking into freshly baked sourdough, pastries, and delicate viennoiserie. At the sleek glass counter, you can pick up desserts or pastries to sweeten your day. By midday, the space lends itself to business lunches or relaxed meetings, before transitioning once again in the evening.
One room is decked with pink floral installations, and another with foliage designs. Both feature mirrored surfaces and statement chandeliers, evoking a dreamlike, garden-inspired atmosphere. As night falls, La Jungle De Plein becomes a natural gathering point for aperitivo or authentic Milanese merenda (snacks). For something more substantial, the menu includes Milanese risotto, spaghetti bolognese with rich ragu and vegan focaccia with porcini mushrooms and black truffle.
With an adjoining nightclub and a modern Japanese restaurant, the hotel positions itself as both a place to stay and a destination in its own right. Party-goers can feast on sushi and modern creations along with cocktails at Sukaru Ba.
Looking ahead, the hotel is set to expand its lifestyle offering with the launch of an Urban Beach Club in summer 2026. The new space will include an Asian-inspired restaurant with a focus on Korean barbecue, along with a casual snack bar. All these reinforces The Plein Hotel’s position as a multifaceted hospitality destination rather than a conventional boutique stay.