Prologue

At the edge of the historic Mediterranean city of Arles, Villa Bank becomes the first address for Casa Ideale, a new hospitality project by Luca Pronzato and We Are Ona. The 1970s house, designed by Émile Sala, sets the tone from the start with curved volumes, pale surfaces, a pool, and rooms that seem to move between interior space and the landscape outside.

Casa Ideale begins as a pop-up hotel from July 1st — 10th, 2026, during the opening week of Les Rencontres de la Photographie, before continuing with the exhibition Prologue, which will run through October. 

Prologue is organized with Fondazione Sozzani and curated by Maddalena Scarzella, bringing more than sixty photographs from the Carla Sozzani Collection into the villa. Works by figures including Urs Lüthi and Helmut Newton enter the rooms alongside pieces selected by Luna Laffanour’s Downtown+ gallery, turning the house into what the project calls a sequence of ‘rooms of vision.’