It’s difficult to sum up Samuele Mazza in a few lines. A creative whose career moves across fashion, art and décor, he has made versatility his defining trait. He describes himself as incurably curious, and it is perhaps this constant drive to explore, combined with a pull back to his origins, that has led him to Noto—contributing to a quiet renaissance that, in recent years, has been bringing the cradle of Sicilian Baroque back to a new splendour. Let’s go with him
How would you describe Italy today in very few words?
Italy has reclaimed its place among the world’s leading destinations—first for its extraordinary beauty, then for its openness, and for holding on to something increasingly rare: a strong sense of identity. The real discovery of this moment, however, is the South. Cinema and global culture have finally turned their gaze toward southern Italy, and the possibilities this shift has opened up are, for now, still impossible to measure.
Why Noto ?
Noto is a place shaped by both beauty and rupture. The earthquake of 1693 erased it almost entirely; what followed was a reconstruction led by the Spanish, marked by the ambition and vision of the time. The result is a town that feels complete: a striking coastline, canyon landscapes with an almost tropical intensity, a layered cultural life and a strong food tradition. Easy to reach, close to Ortigia and within range of Malta, Noto now sits at the centre of what is often referred to as the Baroque Riviera. Once a capital, it carries that sense of presence again—after a long period of quiet, it has re-emerged as a place with renewed momentum, both in tourism and in real estate.
Non-negotiable must-visits?
The places not to miss are Ortigia, Via del Paradiso in the archaeological park of Syracuse, and the Vendicari Nature Reserve—without question.
A stolen secret?
A secret worth sharing—though once it appears in a major publication it can hardly remain one—is Villa Elena, the striking house that served as the main location in HBO’s The White Lotus. The villa belongs to the architect Jacques Garcia.
An unmissable day trip?
The experience to seek out is a boat trip aboard a vintage fishing vessel with the Avarino family, who draw guests into a world that echoes I Malavoglia. You drift over clear, crystalline water while Marco Avarino—radiant, almost sunlit in presence—prepares tuna caught by the family at dawn. His mother, Tunde, Hungarian by origin and now fluent in Sicilian dialect, makes what may well be the finest caponata in the Mediterranean. Departures are from Marzamemi, an 18th-century tuna fishery and fishing village with a distinct sense of place.
The best time of day?
The most compelling moment here is dawn. The coast faces east, and the sunrise has a quiet, disarming effect—it touches something you don’t quite anticipate, and at times you realise you’ve been moved only after it has already happened.
A moment to unwind?
Terrazza Gagliardi is the place to sit with an Amaro Amara Etna spritz, or to visit one of the notable wineries that have emerged over the past two decades. A growing, genuinely compelling wine culture is taking root across the Val di Noto.
A special experience?
Head to the Valle degli Dei, where you can ride on horseback along the river to the Cascate del Carosello, then continue on to the ruins of ancient Noto—a fortified city founded by the Greeks and later taken by the Syracusans, as recorded by Thucydides.by the Greeks and later conquered by the Syracusans, as recounted by Thucydides.
The essence of Noto?
Freedom. People arrive and leave behind heels and ties. The community in Noto and across the Val di Noto spans generations, disciplines and nationalities, yet shares a common impulse: to live fully, in the present.
That memorable evening?
A memorable evening here begins at Norma, singing Julio Iglesias at the top of your lungs and dancing on the tables; continues at I Crociferi with Camilla, dancing among centuries-old columns; and ends on the empty corso with a gelato from Il Pinguino, like a film set on pause, the scenery still standing, the actors briefly gone.
An unforgettable dish and where?
The dishes to seek out: the aubergine cream by chef Trombatore at Osteria Giovanni; a cannolo from Caffè Sicilia; and fish baked in salt at the Fontana di Ercole trattoria.
Favourite viewpoint?
The most beautiful view is from what locals call the piano alto of Noto—a high point overlooking the Gulf of Noto, Portopalo, Marzamemi, and the Vendicari nature reserve. From here, you also see the cathedral behind you, viewed from the rear rather than the iconic front that most visitors know. Three five-star hotels are currently being developed around this very spot.
Favourite artisan?
A local craft worth seeking out: small paintings of prickly pears made by my brother, now in his seventies, using nails that resemble the actual spines of the plant. They are sold to those who prefer singular, handmade artistry over the ubiquitous Moor’s head ceramics.
The drink?
The drink here is either the Amaro Amara Etna spritz or a Nepeta, made with indigenous herbs, something like a Negroni sbagliato reimagined as a Spritz sbagliato. Sublime.
Where to go for a splash?
The beaches are plentiful and largely free. The most extraordinary is La Pizzuta at Eloro, where a Greek theatre and ancient excavations sit directly on the shoreline. For a beach club experience, Agua Beach faces east and Puravita Resort faces west.
The hotel of the heart and why – what do you love the most about it?
Small hotels abound, including Borgo Tancredi Resort, but the five-star arrivals are imminent. San Corrado di Noto is already open; Rocco Forte is under construction in the Palazzo Castelluccio. Three golf resorts are being revived — I Monasteri, the Marriott and Donnafugata — and further hotels are planned both in the city and on the island of Capo Passero.
How can we feel like a local?
You don’t need to learn the dialect or take part in the noblemen’s costume parade—though both are possible. To truly belong here means engaging in the life of the place: volunteering at the animal shelter, helping out at the soup kitchen, or cleaning the road outside your villa. These small acts are the most sincere expression of love for a place.
Best time to visit?
February is when those who have worked all year finally take a well-earned break. That said, it is beautiful here year-round—Christmas in Noto, in particular, is not to be missed.