ICON Italy is Emma Villas‘ editorial project telling the story of authentic Italy through its villas and prestigious residences, one stop and one season at a time. Built to showcase a different way of experiencing a villa stay — immersive, unhurried, far from the clichés of mass tourism — the project has already crossed the country from north to south across two editions and more than 8,000 kilometres. In this article we look back at some of the most memorable stops of ICON Italy and look ahead to what the next chapter, still taking shape, might bring.
What ICON Italy Is
ICON Italy began as a multimedia journey across the villas of Emma Villas: a team of content creators, videomakers and travel bloggers moves from region to region to capture, through AI-free content, the authentic hospitality and lifestyle of each residence.
It isn’t a simple showcase of properties: every stop of ICON Italy is built around a real experience — a wine tasting, a wellness session, an e-bike ride, a dinner prepared by a private chef — designed to tell the story of the villa as a place to live in, not just to look at.
The project also embraces the Healiday philosophy, which invites travellers to de-seasonalise their search for wellbeing: a villa holiday is no longer tied to summer alone, but becomes an experience to enjoy all year round.
The Stops That Made Its History
The second edition, ICON Italy 2, crossed 7 regions in 13 stops, covering more than 8,000 kilometres and 8 authentic experiences along the way. Here are a few of the most memorable, from that journey.
CASALE THE PLACE 6+2 – Sleeps 6+2 (4 bedrooms, 5 bathrooms)
The journey’s opening stop: amid olive groves, vineyards and sunflower fields, Casale The Place set the tone with the industrial-chic style of its exposed stone walls and the quiet of the Umbrian countryside around Todi.
VILLA TRISCELE 10 – Sleeps 10 (5 bedrooms, 6 bathrooms)
The southern intensity of one of ICON Italy’s most vivid stops: an infinity pool, sea and Etna views and a contemporary design that plays with the dazzling light of Giardini Naxos.
VILLA BOEMIA 10 – Sleeps 10 (5 bedrooms, 5 bathrooms)
Among the vineyard hills of Monferrato, Villa Boemia hosted one of the most talked-about experiences of ICON Italy: an afternoon of wine tasting in the villa, among sunset vines and the understated elegance of the early 1900s.
LA PERLA TRA GLI ULIVI 12 – Sleeps 12 (6 bedrooms, 9 bathrooms)
The final stop of the journey, on the Etruscan Coast: here ICON Italy closed its second chapter, among centuries-old olive trees and the feeling of an Italy that still knows how to surprise those who tell its story up close.
A New Chapter, Still Being Written
The team is already at work on the next chapter of the project: new stops, new villas, new stories to tell across Italy. Details of the third edition are still taking shape, but the direction is clear — to keep showing, without filters, what it really feels like to stay in an Emma Villas villa, season after season.
Anyone who has followed the previous stops knows what to expect: authentic places, real experiences, a story that smells more of real Italy than of a postcard. More news will arrive soon on social media and on the blog.
Frequently Asked Questions
What is ICON Italy?
It’s Emma Villas’ editorial project telling, through AI-free videos and authentic content, the story of its villas and prestigious residences across Italy, one stop at a time.
How many stops did the second edition include?
The second edition covered 13 villas across 7 Italian regions, for more than 8,000 kilometres travelled from north to south.
Where can I watch the videos from each stop?
Every stop’s videos are collected on the Emma Villas YouTube channel and in the dedicated category on the blog.
When does the new edition start?
It’s still taking shape: the first updates will be shared on Emma Villas’ channels in the coming weeks.
