Moena’s tourist office is once again located in the heart of the village, in Piaz de Sotegrava. For several weeks now, the information and visitor services of the Val di Fassa Tourist Board have been back in the town hall complex, as they were in the past, restoring the office to a central location after more than a decade at the Centro Navalge.
The move follows the restoration of the historic town hall building, which included this section of the complex, and brings the tourist office back to a highly visible and easily accessible location. The new premises, which look out onto Piaz de Sotegrava on one side and Piazzetta Perle Alpine and the Avisio River on the other, feature large glass surfaces that flood the rooms with natural light and create a strong visual connection between the interior and the centre of Moena.
The Val di Fassa Tourist Board has invested more than €50,000 in the project, covering furnishings supplied by a local company, as well as equipment, technology and displays.
With around 40 square metres of floor space, the office provides a welcoming and well-organised environment where visitors can easily find information and assistance. The design reinterprets the Ladin style in a contemporary way, combining traditional materials with digital solutions and functional furnishings. The aim is not only to provide practical information, maps and brochures, but also to offer visitors a first introduction to the distinctive character of Val di Fassa.
At the heart of the space is the ‘Cèsa Fascia’, a freestanding structure inspired by the architecture of a traditional Ladin house and by the contours of the surrounding mountain landscape. The multifunctional unit makes full use of the available space without blocking the natural light entering through the windows. As visitors move around it, they can browse information materials, maps, notices and content highlighting the experiences and opportunities available in the area.
The structure also incorporates a small ‘stua’, with a bench and table, providing a more intimate setting for browsing information or talking with staff. The traditional reception desk has been retained, but redesigned to make conversations, map-reading and assistance easier, particularly during busy periods.
The new tourist office combines printed information with a range of multimedia tools. A touchscreen allows staff to provide information about localities and points of interest, while a second device enables visitors to independently explore maps, events and services. A dedicated display area houses brochures, catalogues and digital information, as well as a showcase featuring products and merchandise from the ‘Val di Fassa Official’ and ‘Val di Fassa Respe(c)t’ collections, which have proved particularly popular.
The office is accessible via a convenient ramp leading to the entrance, where a screen displays essential information such as the weather and opening hours. QR codes also allow visitors to access additional content and services directly from their smartphones.
Particular attention has been paid to the materials used throughout the space. Reclaimed old fir wood, salvaged from the exterior walls of historic buildings, plays a central role. Its naturally weathered patina has been preserved and enhanced, giving the interiors a warm and welcoming feel. The display units themselves also echo the architecture of traditional Fassa barns, with their distinctive shapes and vertical elements.
The result is a contemporary space that remains firmly rooted in the local area, bringing technology and tradition together in a natural and harmonious way.
“The location of the office is strategic for visitors to the centre of Moena,” explains Nicolò Weiss, director of ApT Val di Fassa. “Returning to the square is important in ensuring that our information and services are as accessible as possible. The design concept developed for the layout and furnishings also serves as a kind of template that we intend to adapt and replicate in the forthcoming refurbishment of our other tourist offices.”
The return of the tourist office to Piaz de Sotegrava is therefore more than a logistical move: it brings visitor services back to the heart of village life, in an open, recognisable and accessible setting designed to make guests feel at home from the moment they walk through the door.
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