Collectors Gene Radio: Episode Summary

Title: Antonio Sersale - Owner, Le Sirenuse
Host: Cameron Ross Steiner
Release Date: March 12, 2025

Introduction

In this captivating episode of Collectors Gene Radio, host Cameron Ross Steiner welcomes Antonio Sersale, the esteemed owner and custodian of Le Sirenuse, one of the world's most iconic and sought-after hotels located in Positano. The conversation delves deep into Antonio's unique approach to collecting—not just of art and objects, but of experiences, moments, and traditions that define the essence of Le Sirenuse.

Legacy of Collecting: Curating Experiences and Art

Antonio begins by reflecting on his role in continuing his family's legacy of transforming Le Sirenuse from a private holiday home into a legendary destination. He emphasizes his dual identity as both a collector and a curator:

"I definitely see myself as a collector, and at the same time, I see myself as a curator also of experiences..." ([02:37])

Central to Le Sirenuse's allure is its art program, meticulously designed to harmonize with the hotel's ambiance. Antonio explains the selection process for artists and artisans, highlighting the importance of finding those who can authentically interpret the hotel's atmosphere:

"We select one that we feel will be able to interpret the atmosphere of the place and really immerse himself in... Positano, the Sirenuse, the colors, the atmospheres..." ([04:52])

The integration of art at Le Sirenuse is deeply personal and site-specific. Antonio shares an emotional anecdote about introducing a contemporary video installation to honor his late father, who was an avid collector but not particularly fond of contemporary art:

"...a video installation that I would run through the in-house TV system so that I would not upset my father..." ([04:52])

This approach ensures that each artwork not only complements the hotel's aesthetic but also resonates with its historical and cultural context.

Balancing Tradition and Innovation

A significant theme in the conversation is the delicate balance between preserving Le Sirenuse's unique character and embracing innovation. Antonio underscores the importance of evolving without losing the essence that makes the hotel special:

"We have to constantly change... to innovate." ([16:33])

He provides examples of recent innovations, such as transforming a sleepy indoor bar into a vibrant music venue inspired by his son's experiences in Japan. This transformation included the addition of onyx to the counter and the creation of a high-fidelity DJ station, blending traditional elements with contemporary trends:

"...created an amazing DJ station... now there's a DJ that plays only vinyl records... it's become an enormous success." ([14:45])

Antonio also discusses the ongoing efforts to update and refine every detail within the hotel, from handmade glassware to meticulously curated linens, ensuring that each change enhances the guest experience without compromising the hotel's storied legacy.

Art Integration and Trust in the Creative Process

Le Sirenuse's commitment to art extends beyond mere decoration; it's about fostering genuine interactions between guests and the artworks. Antonio emphasizes the trust he places in artists, allowing them creative freedom to produce unique and site-specific pieces:

"The artist definitely decides what and where." ([08:30])

He recounts his experience working with Nicholas Partey, whose perfect redesign of the hotel's swimming pool left Antonio profoundly moved:

"...I was practically in tears. It's like going to an artist and saying, add more blue... you just have to trust them." ([07:19])

This trust fosters a collaborative environment where art seamlessly integrates into the hotel's fabric, enhancing its beauty and uniqueness.

Attention to Detail: The Heart of Hospitality

Antonio attributes much of Le Sirenuse's success to an unwavering attention to detail. From curated booklets for guests to the selection of handmade furniture and antique carpets, every element is thoughtfully chosen to elevate the guest experience:

"...these are our details that we sort of spend hours talking about that might seem totally unimportant, but we feel is what makes the difference." ([12:35])

An example includes the meticulously designed "Carnet de Voyage," a personalized booklet featuring illustrations and coloring pages that engage guests in a unique and interactive manner:

"...we give you this carnet de voyage, which has some blank papers and some with little drawings that you can color." ([12:56])

Such initiatives reflect Antonio's belief that even the smallest details contribute significantly to the overall ambiance and guest satisfaction.

Personal Collecting: Blending the Old with the New

Beyond the hotel, Antonio is actively building a personal collection for his new Milan home, blending traditional items inherited from his father with contemporary pieces that resonate with his personal taste:

"...each one is a little piece of my father that surrounds me and in a certain way, almost like keeps me company." ([21:57])

He shares his passion for textiles, particularly the suzannis from Central Asia, which he integrates into his home to add depth and cultural richness:

"...we found two pieces that we loved, so we bought those." ([23:03])

This personal collection mirrors his professional ethos at Le Sirenuse, where blending the old with the new creates a harmonious and inviting environment.

Collector's Gene Rundown

In the concluding segment, Antonio participates in the "Collector's Gene Rundown," answering a series of questions that reveal his personal collecting philosophies and aspirations:

1. What's the One That Got Away?

   "We were thinking of doing a Daniel Buren in the hotel and then for a series of reasons, we didn't do it." ([29:06])

2. What's Next in Collecting? Antonio is focused on selecting the next artist for Le Sirenuse, emphasizing the ongoing and evolving nature of his collection:

   "We're working on the next artist that we are going to have at the Sirenuse..." ([29:28])

3. The Unobtainable: He dreams of owning a Rothko, admiring the meditative and captivating quality of Rothko's work:

   "I would love to have a few Picassos... it just moved me." ([30:27])

4. The Goat: Antonio admires Italian collectors who invest in emerging artists, demonstrating courage and vision:

   "I think the great collectors are these Italians that have the guts to buy these artists when no one else is looking at them." ([31:29])

5. Hunt or Ownership: Preferring ownership, Antonio cherishes the connection and continuous engagement he has with his collected objects:

   "I love the ownership. I love to think that an object is there and I can look at it and I can connect to it..." ([32:18])

6. Collector's Gene: Confirming his intrinsic passion for collecting, Antonio embraces the notion that he was indeed born with the "Collector's Gene":

   "Absolutely." ([32:36])

Conclusion

Antonio Sersale's insightful discussion on Collectors Gene Radio offers a profound understanding of what it means to be a collector in the realm of luxury hospitality. His dedication to curating not just spaces but experiences, his unwavering attention to detail, and his ability to balance tradition with innovation exemplify the essence of possessing the "Collector's Gene." Listeners gain valuable perspectives on the art of collecting, the importance of trust in the creative process, and the impact of personal passion on professional excellence.

Notable Quotes:

• Antonio on Curating Experiences:
  "I definitely see myself as a collector, and at the same time, I see myself as a curator also of experiences..." ([02:37])

• On Trusting Artists:
  "...you just have to trust them. It's like a sense of total trust." ([07:19])

• Attention to Detail:
  "...these are our details that we sort of spend hours talking about that might seem totally unimportant, but we feel is what makes the difference." ([12:35])

• Balancing Tradition and Innovation:
  "We have to constantly change... to innovate." ([16:33])

• Personal Collecting Philosophy:
  "Absolutely." ([32:36])

Closing Remarks

Antonio's passion and meticulous approach to collecting serve as an inspiration to both collectors and professionals in the hospitality industry. His ability to infuse art and personal touches into Le Sirenuse elevates the hotel from a mere accommodation to a living, breathing masterpiece. For those fascinated by the intersection of art, tradition, and luxury hospitality, this episode is an enlightening listen.