Paragon 700 Boutique Hotel & Spa - Owner's Story

It was never meant to happen. When Ulrike and Pascale first set foot inside Palazzo Rosso, they were not seeking a new project, nor were they in Puglia for anything more than a well-earned retreat. But the moment the grand red carriage doors creaked open, revealing the soaring vaulted ceilings, centuries-old frescoes and distinctive red-stone walls, it was love at first sight. The kind of love that renders resistance futile. The vision was instant: this historic palazzo, hidden in the heart of Ostuni, deserved to be seen, experienced, and cherished. And so, the journey of Paragon 700 Boutique Hotel & Spa began.

Renovation was never about mere restoration—it was about reinvention. Pascale Lauber, the creative force behind the design, is renowned for her ability to seamlessly intertwine past and present, curating a dialogue between antique and contemporary. Each space within the hotel exudes a worldly elegance—antique fair finds sit alongside custom-made furnishings, vintage chandeliers cast a glow over industrial accents, and contemporary artworks breathe new life into the building’s historic bones. The result? An atmosphere that is as stimulating as it is serene.

Ulrike and Pascale were not new to the world of boutique hospitality. Having meticulously crafted a 4-star boutique guesthouse from the ground up in Cape Town back in 2003, they spent a decade refining their approach to luxury and personalised service. But Paragon 700 was something different—a passion project that defied the conventional five-star experience in favour of something far more intimate, authentic, and characterful. As Ulrike puts it,

“A five-star hotel, without the stars.”

There is no formula here—only a commitment to impeccable hospitality and a deeply personal touch. Every item in the hotel has been hand-selected, each piece of furniture tells a story, and the ambience is curated with guests in mind. The ethos is simple: Paragon 700 is a place where guests arrive as strangers and leave as friends. It’s a philosophy that has earned the hotel accolades, including the Michelin Key for Excellence, the National Geographic Traveller “Big Sleep Award,” and a coveted place on the Condé Nast Traveller Hot List.

True to their spirit of reinvention, Ulrike and Pascale continue to shape and refine their vision for Paragon 700. An extension to the property, seamlessly accessible through the tranquil gardens, introduces four new rooms in June 2024—offering guests yet more opportunities to experience this one-of-a-kind retreat. Meanwhile, the hotel’s calendar remains rich with cultural events, from intimate concerts to curated art exhibitions, ensuring there is always something new to discover.

Despite its secluded ambience, Paragon 700 sits just a short stroll from Ostuni’s bustling main piazza. Yet within the property’s walls, time slows. The mixology bar, a favourite haunt for both guests and locals, serves up masterfully crafted cocktails, while the serene garden offers a rare oasis in the White City. Every corner of the hotel invites guests to linger, to lose themselves in the textures of the past, and to revel in a level of luxury that feels effortless.

For Ulrike and Pascale, the key to a successful luxury boutique hotel lies not in grandeur, but in sincerity.

“You must love the interaction with people,” Ulrike reflects. “And never count the hours.”

It is this dedication that defines Paragon 700—not just as a place to stay, but as a place to feel, to experience, and to remember.