J.K. Places: "Hospitality made with love, because what is essential is visible only to the heart"

By: Erika Fay Nicole

How would you explain the word “hospitality”? Since I travel a lot because of my work and for my own pleasure, I asked myself this question quite a few times. Some research suggests a general and cross- cultural meaning: to be “hospitable” means to be friendly, welcoming and helpful, especially when it comes to strangers. This short list of adjectives helps us understand that the very heart of hospitality is made by human interactions and some non-negotiable values such as warmth, humility, the ability to listen and solve problems.

That’s easy to say, for sure, but I’ve noticed that people often learn this definition by heart and believe that, if paired with other mechanical gestures, they’ll be able to interact with their guests.

But I believe that being hospitable is an attitude that is built in everyday life and through the under- standing that we all are, simultaneously, guests and strangers.

The word "guest" comes from the Latin noun "hospes", which means both "a guest or visitor" and "one who provides lodging or entertainment for a guest or visitor”. Thus the relationships that are established between those who welcome and those who are welcomed are so close and binding to generate a profound and sacred relationship, which makes the two roles of guest and host interchangeable, so much so that they are identified by the same term.

Very often nowadays there is a lot of confusion and often those values that should be the basis of hospitality are forgotten. In other words, it's about knowing the difference between offering a service and being hospitable. The first guarantees the simple offer of a product, while the latter is the way in which it is done and both are important if you want to leave your mark on people by arousing deep emotions.

Hospitality is the place where warmth and genuine sincerity meet to create something greater, a true relationship, which allows you to take care of people and make them feel good when they are away from home. And it’s on these very values that J.K. Place has entered the luxury hospitality industry. It all started when the group’s co-founder, Mr. Kafri, had a cup of coffee at Seven One Seven in Amsterdam during one of his trips to explore the hotels that made history in the hospitality industry. He was so fascinated by the hotel’s warm approach towards guests that over the years his vocation for hospitality turned into a passion and his life’s work, thus encouraging generations of professionals who today make up the foundation of the brand’s success.

When you ring the door-bell and step inside one of the J.K. Places, suddenly it all becomes clear. In my opinion, memorable experiences are all about little details - they play a major role in turning something good into something unforgettable. Having a well-trained staff is important, but what really makes the difference is one’s ability to be open-hearted and to create a sincere and genuine relationship with guests.

While staying at J.K. Place I realized that everything is really thought out and made with love.

Their attention to details - that in my case meant having a handmade carrot cake for breakfast after they found out it was my favorite dessert - is what I’ll keep in my heart the most: they made me feel pampered and appreciated, and, above all, listened to. As De Saint-Exupéry said, “One cannot see well except with the heart. The essential is invisible to the eyes”.

Interview with Ori Kafri , Co-Founder & CEO of the hotel group J.K. Place

Ori Kafri was born in Florence and here he opened the brand's first 5-star boutique hotel in 2003, which today has two other hotels in Italy, Rome and Capri, and one in Paris, inaugurated in January 2020. Located inside historic buildings that have been restored and strategically positioned, the J.K. Place Hotels are designed by the architect Michele B?nan. Just like in an elegant private residence, guests enter each property after ringing the bell, every room is unique, and guests enjoy total freedom in the common areas.

How did you first approach the hospitality industry?

My parents wanted me to find my own path and identity something I liked to do and that made me feel good. So they didn’t want my father’s job to be my first choice, but just an option, although I had always been fascinated by his work because he traveled a lot and met a lot of new people.

At the time, I found in the Yellow Pages, because obviously there was no internet - he laughs -, the advertisement of a school in Florence, the ISTUR (International Institute of Tourism Sciences). University was not exactly made for me, I was not happy with it and I wanted to change. The ISTUR lasted two years and every eight months we had four months of internship.

I had a great time: my classmates came from all over the world, the subjects were interesting, I had the opportunity to learn many languages and I could choose some exotic destination for my internships. But then, for some strange reason, I decided to stay in Florence at the Helvetia Bristol, and that experience was so important to me that I really started to think it was my path. I enjoyed being around the guests, getting to know them, dealing with them and above all seeing how the work and suggestions of my colleagues in the concierge made their experience so unique. Their attention made people who came to the hotel really happy and that triggered something in my head. Moreover, when my father came back from his travels, he always told us about his experiences and what he didn't like about the hotels he was staying in. So when we had the chance to build our hotel, he was able to bring his vision. In fact, J.K. are simply his initials.

How did the idea of J.K Place Florence come about?

We found this abandoned building in Piazza Santa Maria Novella by chance. We were inspired and we decided to buy it. It was 2000. In those years the Ferragamo family had recently started the hotel business and had started collaborating with the architect Michele B?nan. Having no experience, we thought that if they had chosen him then surely he was the best. After some time we managed to meet him and we told him about our dream of creating a boutique hotel. He asked me: “But do you know Costes? The Blakes? Have you ever been to the Delano?”

I answered "no" to all the questions. “Look, everything is fine - B?nan told me - but perhaps it is better that you study because there are hotels in the world that are writing history and before building a hotel you should understand what you want”. That meeting triggered something in my head and I started doing research, cutting photos, visiting hotels. At that moment, I realized that I didn't want a trendy hotel but one that had its own style. Today I say “our style”, while at the beginning people wanted to frame us with adjectives that did not represent us. I started from the idea of a tailor who makes a tailor-made suit for you: you go there when you have your own personality. The J.K. Place would have been the home for people with personalities, for people who were used to stay in important luxury hotels but who were ready to experience a place where they could find their own dimension and above all their own humanity. If you think about hotels, these beautiful boxes are empty if you don't put people's souls into them. They are the ones who make environments and spaces alive.

So hospitality directly involves humanity?

Yes, and that’s something I realized during a trip to Amsterdam, when I went to the Seven One Seven Hotel (also listed within HIP Hotels). This experience totally changed my point of view in terms of what it means to do this job.

I rang the doorbell: I had no reservation, I hadn’t phoned them. I just arrived there with my backpack on my shoulder. So, this gentleman let me in and I explained to him that I wanted to visit the hotel I had seen in a book, and he greeted me as if Charles of England had walked in.

He gave me a tour of the hotel, he showed me a photo book with all the renovations they had done, and then he sat me down with coffee and cookies and a map of the city. He also gave me an umbrella because it was raining outside.

I asked for the bill and he laughed: “What bill! We are a small hotel and we don’t have the money to be advertised in glossy magazines but it costs us nothing to show to people our idea of hospitality”. This moment changed my life. When we opened J.K. Place Florence, I called him and invited him so that he could teach me this sense of human and genuine hospitality. To this day, everyone at J.K. Place knows that they can always offer a coffee. If you think about it, when someone comes over to visit, what do you do? You offer them a coffee. It’s at the heart of our culture. So I don’t remember if the hotel was nice, but the human experience I had as an outsider is unforgettable.

How come J.K. Place in Florence no longer exists?

When we opened the J.K. Place in Florence I was 26 years old and I was its general manager. Only a few months after we opened, we had the opportunity to sell the hotel. At that point I didn’t know that I would actually be doing this in my life, so from a business point of view, I thought it was a good idea to sell it. It wasn’t a shock because I felt like I had really accomplished something that was appreciated by others. However, we kept the brand and I continued to be the general manager. So, I suddenly no longer had any entrepreneurial responsibility, but at the same time I could pursue my vision. This was the case from 2003 until 2008. In the years to come, I continued the relationship with a consultancy until a couple of years ago when we separated.

How did the J.K. Place Capri project start?

I don’t know if it was a matter of recklessness, inexperience, or superficiality, because I had never been to Capri. But when my partner and I got to the island and saw that building in that location, we were hooked. B?nan, on the other hand, didn’t even want to come to Capri because the building was in Marina Grande and he didn’t think a J.K. Place could be built there, but I insisted. When he saw the location in person, it wasn’t hard to persuade him. We were able to build up such a private and discreet space. It only has 22 rooms, and the guests have basically been the same since we opened.

What about the J.K. Place Roma?

This was in 2013. The building we chose was an engineering school and it was located in a position that we felt represented the essence of the J.K. Place in a city: we are in the city center, behind Via Condotti, away from the traffic and chaos. We turned this building into a hotel that represents the values of our way of doing hospitality. Even here you have to ring the bell and when you walk through the door, you step into a Roman private residence. Being a capital city, Rome was a key location of our brand. The other city that had somehow gained momentum in this sense was Venice.

We had started our research on Rome a few years earlier because at that time there were few hotels available in the capital. In Florence, on the other hand, after the opening of the Ferragamo family's "Gallery Hotel Art", so unique and avant-garde, all the other hotels had to question themselves because they had understood the possibility of really being able to do more.

Then it was the turn of Milan, where for years there was always and only the Four Seasons. In Rome for a variety of reasons - the buildings are for the most part occupied by banks or are owned by the church, or are private residences - there was no availability of properties and those that were already hotels had to be rebranded. All the new projects in Rome today have been made possible because many hotels, perhaps family-run, have not survived.

What did the opening in Paris mean for you?

The opening of J.K Place Paris was a real challenge because we are up against all the major international luxury hospitality brands in the French capital, but it’s only the beginning of a wider journey. Unfortunately, due to the pandemic, since its opening in January 2020, the hotel has been opened and closed three times but now we are finally pleased.

The J.K Place Paris stands in an elegant and discreet building on rue de Lille, just behind the Musée d’Orsay. It’s strategically close to Saint Germain but also, by crossing Pont de la Concorde, to the Louvre, the Tuileries, and the Champs Elysées. B?nan was inspired by Hubert de Givenchy’s house and almost all the statues, the paintings, the lacquered screens, the Oceania masks and the furniture were recovered from the Saint Ouen flea market.

You’ve worked a lot of time as a general manager. Based on your experience, what do you want to convey to your team?

I hope to pass on my love for guests so that they can do so in turn. In the end, hotels are static; their soul is made by the people who work there. If a person is motivated, has the passion and the desire to do this job, then he or she transfers these feelings to those who visit us. Everything starts with human interaction be-cause every guest is different and therefore it’s a constant process to understand how we can be useful to them. We have to understand who they are, what their expectations are and ask the right questions.

If you had to describe J.K. Place with two words?

Hospitality and discretion.

Your greatest satisfaction over the years?

Definitely seeing that there is an upcoming J.K. Place opening in Milan. Seeing that the brand is moving forward, that it has its own identity, that it’s recognizable and appreciated.

What gives you the energy to keep going every day?

I always have this energy. Work is a passion. I'm lucky. I don't feel like a working person. It is so enjoyable and beautiful to do what I do, to be in contact with people all the time. And then the more problems they pose to me, the more I feel at ease, I love that people need support because I make myself useful to the cause. Psychologically I feel worse when I am not consulted.

What can you tell me about the upcoming J.K. Place Milano?

When I started this business, Milan was a city that worked from Monday to Thursday. People came for business and then ran away on the weekend. Only the Four Seasons “worked well” but in general the city didn’t have much appeal. But then, thanks to the Milanese people, Milan changed and became a European city and now it’s one of the most popular destinations in Italy. I think that Brexit has accelerated this process as well.

The new J.K. Place Milano will open in Via Borgospesso, in the building that once housed the offices of Versace, and will be the group’s largest facility with 36 rooms, major common areas, a restaurant, a bar, a fitness area and a spa. The renovations will begin in spring 2022 and we will open it twenty-four months later. It will be a home for many expert travelers. As a matter of fact, J.K. Place is designed for this kind of clientele, for those who travel and whose personality doesn’t follow trends.

J.K. Place Capri

Discreet charm and home-like ease, this is the philosophy behind the creation of the J.K.Place Capri . The hotel’s interiors echo the style and the concept of a luxurious residence, enhanced by the light and color of the sea. Spacious rooms where the artful revival of the classical style is accented by the sunny curtains and the luminous white floors, highlighting the spectacular views of the Capri coastlines through the windows and balconies. Additional stylish touches: precious marbles of the bathrooms, and the elegant black-and-white carpets, conceived like frames marking out the various areas of the bedrooms. The sumptuousness of subtle elegance and taste makes the J.K. Place Capri a place where comfort and well-being are combined with an exceptional location, overlooking the sea along the luxuriant coastline that has long been a sought-after destination.?

Interview with Vanessa Giovannelli , General Manager - J.K.Place Capri

What did joining the J.K. Place Capri project mean to you?

I already knew the JK Place brand for many years, as I had worked both in Anacapri and Florence, and I always thought very highly of it. I was really excited about the idea of being on an island again after my experiences in the city.

As the manager, which values do you want to transmit to your team?

The work on an island is seasonal, so it’ s a bit different because the staff changes. But I definitely want to communicate the importance of working as a team, of having fun and of giving our best for the guests, with passion and dedication. Even when we do the interviews for our staff, I always look for passion in people first, because our work can be learned.

If I say J.K. Place what comes to your mind?

Home. The welcoming feeling of a private home. I don’t see it as a hotel. Exclusivity, attention to details and to the service. At the booking stage we already ask about the preferences and needs of the guests. We want everything to be perfect for the people who come to us.

What is your hospitality philosophy based on?

On total customization. We can do that because we have a limited number of rooms. The amenities are also different from client to client. We want to create wonderful memories for our guests so they can carry them in their hearts forever. We try to create authentic connections. Consider that some of our guests have been visiting us since the day we opened. That is priceless. The feeling you get from a guest’s smile is priceless to me.

Which are the greatest satisfactions you experienced as J.K. Place Capri’s director so far?

First of all, carrying on the work of those who preceded me and certainly the fact that we had a very satisfying season despite the pandemic situation.

Where do you find the energy and the motivation to get through your days?

The idea of being part of a guest experience is what keeps me doing what I do. I love what I do; it's not a job for me. Organizing, moving to plans B, making sure that every single moment here on the island is unique: this is what charges me. Those who do this job know that they must forget about social life because it is impossible to know when to start and when to finish. You have to be passionate otherwise there is no way to resist. And this great passion is what motivates me every day.

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J.K. Place Roma

J.K.Place, Roma offers unique personalized services to all guests visiting the Eternal City. Located in the very heart of Rome, only a few minutes walking distance from the Spanish Steps, Via Condotti, and all the main attractions, the hotel features rooms and suites appointed with contemporary and antique pieces to create a feeling reminiscent of La Dolce Vita era combined with the most modern comforts of a luxury boutique hotel. The J.K. Cafe Bistro, offering Italian and international specialties, and the roof garden bar are the perfect places to relax the “J.K.” way.

Interview with Maria Strati , General Manager - J.K.Place Roma

What did joining the J.K. Place Rome project mean to you?

J.K. Place Roma has always been my favorite hotel in Rome and, before my professional commitments, I was a guest here. Twenty years ago I worked in a hotel here in Rome for five years, then I went back to my home country, Greece. From that moment on, every time I was in Rome, I had to stop by. So when in 2020 I was offered to join the Capri team, I was immediately delighted and I accepted. However, since I had always worked on islands, I wanted to move to the city. Then the position here in Rome just happened to open up.

As the manager, which values do you want to convey to your team?

I believe that a good manager surrounds herself with competent people who share her vision. I am strong if my team is strong. This past year has been quite challenging for everyone. Motivating my team was my priority. We all had to make sacrifices and I tried to be close to everyone, to keep a balance between the needs of the company and of the people. I must say that in this moment, looking back and dwelling on the results obtained, I feel really satisfied. We are at the point where we are ready to add new people to the team to face a new season.

What is your hospitality philosophy based on?

To us, hospitality means offering a personalized service. Our guests are knowledgeable and demanding: they have traveled, they have stayed in the most important hotels in the world and here they want to live like in a luxurious home. The service is based on people's desires and needs, always.

If I say J.K. Place what comes to your mind?

Exclusivity, elegance, hospitality and design. Behind our “wow effect” there’s the genius of B?nan who created this warm and luxurious environment. It’s unique.

Which are the greatest satisfactions you experienced as J.K. Place Roma’s director so far?

The fact that in October the hotel had the best result since it opened. It was not a year in which we could have predicted how things would go, but now I understand that all the work I did when the hotel was closed has brought very important results. I was working but I didn’t know what it would be for. However, within my twenty years of experience, I’ve learned that if a person works hard, rewards come. And then it’s a great joy for me to know I’ve created a team as strong as the one we have now. The owners supported me: they let me do my job and they always encouraged me. I’m not afraid of challenges, I work hard and I’m sure of the results, so being supported means everything to me. Positivity and persistence are fundamental.

Where do you find the energy and motivation to face your days?

Personally, I always find motivation because if I work on a project, I never give up until I get a result. I took my favorite hotel in a difficult time and had to reach my goals at all costs. Right now I am happy, creative and I can't wait to bring new results. I love my job so the motivation comes from everyday productivity. I am happy when I see the results and the things I create, the happy guests and the motivated staff.

J.K. Place Paris

Here is the very first international opening of the understated luxury Italian boutique hotel brand known for its extremely personalized service. Located strategically in the residential and unique Rive Gauche next to the Musée d’Orsay, this urban retreat features Casa Tua Restaurant, which also has locations in Miami Beach and Aspen; the Lounge Bar; a Spa; and an indoor pool, a sauna, a steam room, and a fully-equipped Techno-gym fitness room. Architect Michele B?nan has masterfully designed every detail of this Italian/Parisian home, replicating the unique timeless décor of the already world famous J.K.Places in Rome and Capri.

Interview with Riccardo Ortogni , General Manager - J.K.Place, Paris

What did joining the J.K. Place Paris project mean to you?

My adventure officially began in December 2018, so it’s been three and a half years now. The opportunity came with the end of a beautiful experience in Tuscany. I needed new challenges and dynamics and so I jumped on this train. I came to Paris with a lot of enthusiasm and with the desire to bring J.K. Place to such an important city.

As the manager, which values do you want to convey to your team?

Honesty, I always say that sometimes we all can make a small mistake, but we should never lie. If we’ve made a mistake it’s right to say it and then we have plenty of time to regain the trust of guests. Many different people work inside a hotel, some are visibile, and others maybe aren’t, but we all are equally important. We are all here to work and to achieve our goals, and in doing so, loyalty, education and respect are fundamental. And of course a smile is always important: if a person starts his day with a smile, then the day will be positive. My four pillars are determination, efficiency, productivity, but also fun. When you’re so involved in a work environment, you have to feel good about both the team and the guests.

What is your hospitality philosophy based on?

So, there are two advantages here. J.K. Place is a home and so we can really build a true relationship with our guests. For us, luxury is about thinking about what we would do in our own home when people come to visit. We want to convey that same feeling with a few extra details. The second advantage is that we are Italian. So even “locals” come to visit us for our culture, our traditions, our flavors. "Italianness" is loved all over the world and we really want to show it through the right narrative.

If I say J.K. Place what comes to your mind?

The first thing that comes to my mind is home. I say this because I often talk to guests and they want to feel at ease here. Nowadays, feeling comfortable is very important and this means that we convey a warm, welcoming, but also professional atmosphere. The team is really good at this. Then, when you look around, you’re in a refined environment, and that’s something people really like.

Which are the greatest satisfactions you experienced as J.K. Place Paris’ director so far?

I always like to answer with a little joke because we have opened and closed this hotel three times in 24 months. So it’s been quite difficult, although as a team we’ve taken a lot of satisfaction from it because right from the start we were able to get very good feedback from both international guests and locals. After Capri and Rome, this opening was really an important challenge.

Where do you find the energy and the motivation to get through your days?

I believe that the right motivation must come from yourself. Since I started meditating and cutting myself out some time, I always have the right energy to face the day. It’s a difficult job because we always have to deal with people and we can’t bring our problems to work. So it’s very important that we “feed ourselves”, and especially in my case because I need to be an example for the team as well. I believe that the secret of any great director is to rely on really great professionals who can constantly give you different points of view.