The Serena concept - if I may use that word - implies the highest respect for local cultural, social and artistic tradition and, in particular, the local architectural vocabulary, our intentions that clients in Serena Hotels should live a genuinely local experience, through details of architecture, through interior decor and landscaping, through forms and colours, through artifacts and handicrafts, through the food they eat and the sounds they hear, so that their stay with us, enabling them to live in the most immediate manner a local life-style, becomes something of a cultural experience too.