Ottone Puopolo on Luxury and Experiential Design

Ottone Puopolo is a visionary leader in luxury hospitality and experiential design, currently Executive Chairman of The Kreis, a Swiss-based bespoke event atelier and luxury concierge. Since 2017, he has led The Kreis in crafting refined, personalized experiences that blend design, strategy and cultural nuance. Under his guidance, The Kreis has played a key role in major global events such as the Formula 1 Saudi Arabian Grand Prix, Ryder Cup Rome 2023 and Saudi Games 2022, delivering experiences that combine quiet luxury with deep cultural literacy, particularly in the Middle East. With extensive experience in hotel management and strategic advisory roles, Puopolo brings both operational expertise and creative vision to his projects. He measures success by the lasting impact of these experiences – how they translate core values into meaningful moments that resonate long after the event ends, shaping perceptions and creating emotional connections.

Safar: Ottone Puopolo, your career spans many layers of hospitality, from foundational service to overseeing global events. What principles have stayed with you, and which have evolved as your vision of luxury matured?
Ottone Puopolo: Throughout my journey, one principle has always guided me: the power of a clear and evolving vision. Early on, I focused on precision, empathy and discretion. Over time, I realized true excellence goes beyond execution – it lies in infusing every experience with meaning and emotional resonance. Hospitality became a language, not just a service. As my vision matured, I shifted from following standards to redefining them, always aiming to elevate the human experience. A strong vision enables us to lead with purpose, adapt across cultures and create moments that truly matter.

What personal beliefs led you to create The Kreis as a vehicle to define luxury in hospitality and design?
The Kreis was born from a personal belief that luxury needed to evolve – to move beyond excess and toward meaning. Hospitality and design aren’t just industries, but powerful tools to elevate human experience. Traditional luxury models no longer resonate with new generations seeking connection, authenticity and intention, not just perfection. The Kreis is more than a company – it’s a platform where design, service and storytelling converge to offer emotionally engaging, culturally relevant experiences. It reflects my philosophy and responds to a shifting world by crafting beauty with intention and inspiring conscious excellence.

What does “The Kreis” symbolize for you personally, and how does it reflect your philosophy as a creator?
“The Kreis” means “circle” in German – a simple but profound shape. It’s far more than geometry – it’s a philosophy I’ve carried for years. There’s a quiet intelligence in the circle. It mirrors the harmony we see in nature from the Fibonacci sequence to the golden ratio found in shells, flowers and galaxies: balance without noise, perfection without pretense. It represents awareness and continuity, creating with purpose but without rigidity. The Kreis is not just a brand, but a way of thinking – a commitment to elegance with meaning, beauty with depth and experiences that bring us back to what truly matters.

Few leaders harmonize creativity, cultural fluency and operational excellence as you do. What guides you in translating vision into structure and experience?
Everything begins with purpose – a clear intention behind why we create, not just what we create. Vision without structure is a dream; structure without vision is just mechanics. The dialogue between the two guides me. Creativity must serve meaning; culture is context, not just aesthetic. I spend as much time listening to places, people and silence as I do building. Operational excellence means creating conditions for beauty and precision to arise naturally, not about control.

Discretion is often spoken of but rarely mastered. What principles guide your approach to invisibility when working with high-profile brands and individuals?
One of the key principles that has shaped my approach is understanding when presence becomes noise. In environments where everything is curated to perfection, anticipating needs and solving issues without drawing attention is the ultimate mark of trust and professionalism. Discretion isn’t about secrecy; it’s about respect — for privacy, timing and context. Whether coordinating a confidential event for a head of state or curating a once-in-a-lifetime journey for a private client, the goal is always to protect the narrative, without inserting oneself. Intentional invisibility is where real value lies.

What sets The Kreis apart from other luxury event ateliers and concierge services?
The way we approach emotion. We don’t begin with logistics or visuals. We begin with a question: What do we want someone to feel, and what will they remember when it’s over? Everything starts with deep listening – to a client’s words, rhythms and silences. The most refined experiences aren’t imposed, they unfold slowly, through intuition and precision. We don’t just design the moment – we study the ecosystem around it. Creative partners, operational teams and even the smallest supplier are chosen with care. True magic happens when there is harmony behind the scenes. At The Kreis, beauty isn’t shown but evoked – through stillness, texture, timing, a gesture, a scent, a pause. It’s never about spectacle, but about creating something so attuned that it feels inevitable. That is what makes the experience unforgettable – not because it is grand, but because it is true.

In today’s luxury market, silent luxury and understated elegance are increasingly valued. How do you ensure The Kreis embodies this ethos in a world where luxury is often defined by extravagance?
True luxury today lies not in excess but in the precision of capturing the essential. For us, it means reading between the lines, anticipating needs before they arise and creating experiences that flow naturally and deeply without seeking attention. At The Kreis, guest and event management becomes a living art form. Every detail, from the lighting to the scent in the air, is designed to leave an emotional imprint, not to impress. We aim to create intimate harmony, where every gesture is calibrated and every interaction authentic. This is our definition of luxury: invisible to the eye, but indelible in the soul.

You operate at the intersection of cultures – East and West, tradition and innovation. How do you approach cultural nuance not just as a logisticial consideration but as a creative force in your work?
Working in different cultural contexts requires sensitivity, active listening and a deep understanding of local values. However, The Kreis’s identity is not rigid; it is built on universal values – excellence, respect, attention to detail and authenticity – that adapt and translate organically into every culture. We maintain consistency because we always start with people, creating experiences that are relevant and meaningful in the context in which they unfold, without losing our vision. This balance between solid roots and adaptability allows us to remain true to ourselves while speaking different languages globally.

How do you evolve The Kreis’s hybrid model of event production and bespoke concierge services to remain at the forefront of the luxury market?
We treat each project as a study, investing in aesthetic, sociocultural and technological research to understand shifting desires in the luxury market. We analyze contiguous sectors – design, art, hospitality even human behavior – to anticipate scenarios rather than merely react to change. But awareness alone isn’t enough; the discipline to translate it into structure sets us apart. Internally, we constantly refine – from team briefings to the way we shape a story within an experience. Nothing is static; everything is intentional. We don’t chase trends – we ask better questions. This keeps our model flexible, adaptive and always true to what luxury really is: a feeling that evolves with the world but always returns to the human.

You have led globally visible projects like the Ryder Cup and the Saudi Arabian Grand Prix. After the event, how do you measure success as a creator and strategist?
Success is a continuous process of refinement – translating values into tangible moments, building resonant narratives and creating environments where people feel something real. It’s not a single outcome but about consistency, growth and impact over time. Ultimately, success is what remains when everything else fades – how the experience lives on in memories, shapes perception and contributes beyond the event itself.

The luxury industry is constantly evolving with new trends and technologies. How do you see experiential luxury transforming in the next five years, and how is The Kreis preparing?
Making predictions in a world that changes so rapidly is not simple, and trends no longer follow a single direction. Experiential luxury will evolve in multiple forms across markets, cultures and generations. I believe we will witness a convergence of emerging technologies and traditional activities.

Looking ahead, what new directions excite you for The Kreis?
I’m working on new directions through hybrid spin-offs that combine diverse but complementary sectors to innovate the world of hospitality. The Kreis aims to be a creative laboratory where experience design, technology, wellness, art and culture intersect to create new models of hospitality. The goal is to build ecosystems that offer lasting value for guests and partners.

Legacy is often shaped by quiet moments and values. What does success truly mean to you today, and what imprint do you hope to leave?
I hope my work means something significant to the people who collaborate with me. I want The Kreis to be remembered not just as a project, but as a tool that supported personal and professional growth. I want to leave an environment where talent is recognized, ideas have space to evolve and people feel valued throughout their journey. This, to me, is the most authentic form of success.