An interview with Luca Ricchi, founder of Friland
Luca Ricchi established Friland, his unique venture in Italy, with a simple yet revolutionary idea: placing tiny houses in some of Italy's most stunning locations to foster a deeper connection with nature. Friland is more than just a travel company; it's a gateway to experiencing "slow travel," a concept that invites travellers to step away from the relentless pace of modern life and engage more profoundly with their environment. This approach strips away the incessant distractions, focusing on what truly enriches us. In this interview, Luca shares the story behind Friland's success and explains how the company became a sanctuary for those seeking tranquility and authenticity in their journeys.
Pura, one of the inaugural creations by Vagabond Haven, stands near the Monte Pura Hiking Refuge, perched on the "Balcony over Ampezzo" amidst the majestic Carnic Alps. Its expansive panoramic views provide a breathtaking immersion in the grandeur of nature.
Luca, can you share a bit about your background and what led you to start Friland?
I was born and raised in Rimini, where hospitality runs in everyone's blood. I have always been fascinated by innovative ways of hosting people. When I met my business partner, who had just founded Friland, I immediately fell in love with the concept and values it proposed. Friland was created to offer people a platform to reconnect with nature, providing a new, slower, and deeper way to experience places and the environment around us.
Your motto is “La tua stanza nella natura” meaning “your room in nature”. Can you tell me what you mean by this?
It's all about finding space and time for yourself. Our daily lives are filled with noise and races to meet deadlines. We deserve to take some moments for ourselves, alone or with our loved ones, to reconnect with our inner selves and the environment to which we belong—nature.
Could you describe the concept of 'slow travel' and how Friland embodies this philosophy?
It is very much linked to the concept of minimalism. In a world where we are bombarded with continuous stimuli, slowing down means reducing the noise and surrounding ourselves only with the essentials, in order to focus on what really matters. Not an agenda packed with things to do, then, but quality time, a 'doing nothing' type of mood, enjoying what nature has gifted us.
Tucked inside the inviting space of Pura, the comfortable bed provides a perfect spot to enjoy the spectacular views of the Carnic Alps,
adding to the cabin’s overall cozy and welcoming ambiance.
Can you share a memorable story or experience that occurred in one of your tiny houses?
We've hosted many wedding nights, but the most memorable moment was when a guest approached us to express gratitude for helping them overcome a very difficult personal moment. For this guest, Friland had a healing effect that truly made our day.
How do you select the natural locations for placing your tiny houses, and what criteria must these sites meet?
We evaluate locations by considering several aspects. First of all, we divide a specific region into several potential areas and assess them in terms of flows, catchment areas, and natural points of interest. If we are satisfied, we then look for a potential partner and evaluate whether they can offer a natural environment, privacy, and a commitment to take care of our module. Finding the right locations is a challenging process, but we know it's crucial to remain consistent with our value proposition.
Do you have a personal favorite amongst your destinations and if so why?
All of them provide an experience of being immersed in nature. Personally, I prefer the ones close to forests and peaks because I am a mountain lover.
What were some of the initial challenges you faced when starting Friland, and how did you overcome them?
Starting a company in Italy might be more challenging than in other EU countries due to limited access to capital, especially since our business model is capital intensive. Despite this, we haven’t made substantial changes to our concept, as the feedback from our guests has been extremely positive.
If you could change one thing about your entrepreneurial journey, what would it be?
At the beginning, we focused a lot on perfecting our tiny house. Looking back, I would definitely spend more time on reaching our potential customers and ensuring that our value proposition meets people's expectations.
Nestled in a lush forest clearing near Cima Sappada, this charming cabin offers privacy and breathtaking views of the Venetian Dolomites, strategically located near hiking trails, local cuisine, and the origins of the Piave River, just a short drive from the center of Sappada.
You have recently chosen Vagabond Haven as your tiny house supplier. Please tell me why you chose us and what you appreciate about our cooperation?
Vagabond has been very collaborative from day one, with a long-term view and a strong ability to communicate and accommodate all our needs.
Are there new features or innovations you’re planning to introduce to enhance the slow travel experience at Friland?
Currently, we are focused on fine-tuning what we have developed in the past, so no additional features will be introduced in the short term.
What future destinations are you considering for expanding Friland’s presence?
Italy is our playground, so I imagine finding Friland all across the country. 😊
How do you foresee the role of tiny houses in the future of travel and tourism in general?
Tiny houses are not rooted in Italy’s culture, but we are starting to see people appreciate them. While it's uncertain if they will ever become a trend, they will definitely attract their own fanbase at some point.
Explore Friland's stunning tiny houses at https://fri.land/en
Luca Ricchi, founder of Friland
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