WELLNESS + HOSPITALITY + EXPERIENCE DESIGN
Our story
A Different Perspective
We believe the future of wellness belongs to those who understand both the art of creating extraordinary experiences and the science of human wellbeing.
THE FOUNDER
A career shaped by the worlds of luxury, beauty, brand strategy, and integrative wellbeing.
BARBARA MANCONI SMITH
FOUNDER · B WELL & CO
Founded by Barbara Manconi Smith, creator of B WELL, B WELL & CO is a boutique wellness strategy and creative consultancy working at the intersection of luxury hospitality, integrative health, and conscious brand development.
Barbara’s career spans more than two decades across international brand strategy, beauty, luxury hospitality, and holistic wellbeing — a professional journey that has evolved alongside her understanding of what it truly means to live well.
Her early career was rooted in the world of global beauty and lifestyle branding, where she developed a deep appreciation for the power of storytelling, creative vision, and exceptional experiences to shape how people connect with brands.
Over time, her professional interests expanded beyond the external expressions of beauty and luxury toward a more profound exploration of health, vitality, and the human experience.
This evolution led her into integrative wellness, holistic health education, and the development of restorative programs, immersive retreats, and transformative experiences.
Today, these two worlds converge in her work.
Barbara brings together the strategic perspective of a brand builder with the understanding of a wellness practitioner — bridging the gap between commercial ambition and the evolving expectations of a more conscious, discerning consumer.
For Barbara, wellness is not an amenity to be added to a luxury experience.
It is a philosophy capable of redefining the experience itself.
01 / THE COLLECTIVE
Meaningful wellness experiences are rarely created through a single perspective.
B WELL & CO brings together a carefully curated collective of specialists whose expertise spans brand strategy, creative direction, functional nutrition, herbalism, botanical skincare, culinary innovation, and experiential design.
From wellness chefs and natural skincare formulators to integrative practitioners and experience designers, we assemble the right expertise around each project’s unique vision.
Our multidisciplinary model allows us to think beyond conventional boundaries — bringing together commercial insight, creative intelligence, and a deep understanding of human wellbeing.
The result is an approach that is both imaginative and intentional, where every element contributes to a coherent and distinctive experience.
02 / OUR PHILOSOPHY
Wellbeing Is Not an Addition. It Is the Foundation.
We believe that the most compelling luxury experiences are no longer defined solely by exceptional surroundings, impeccable service, or beautiful design.
They are defined by how they make us feel — and what stays with us long after the experience ends.
A renewed sense of vitality. A deeper connection with nature. A moment of stillness. A meaningful encounter. A new perspective on how to live.
These are the experiences that have the power to transform our relationship with ourselves and the world around us.
At B WELL & CO, we translate this philosophy into thoughtful strategies, distinctive concepts, and experiences that connect wellbeing with beauty, culture, nature, and human connection.
03 / OUR APPROACH
Creative Vision. Commercial Intelligence. Human Understanding.
We partner with luxury hotels, resorts, wellness destinations, corporations, and visionary lifestyle brands to develop concepts that are as commercially considered as they are meaningful.
From brand positioning and wellness strategy to bespoke programming, culinary innovation, botanical product concepts, and immersive experiences, our work balances strategic vision with thoughtful execution.
We believe the strongest concepts emerge when a brand’s identity, its audience’s aspirations, and a genuine understanding of wellbeing come together.
EXPLORE OUR EXPERTISE
SELECTED WORK
B/Well & Co for Belmond LVMH
From Luxury Retreat to Wellness Destination
BELMOND CASTELLO DI CASOLE, TUSCANY, ITALY
The Vision
Set among the rolling hills of Tuscany, Belmond Castello di Casole offered an extraordinary setting for a new expression of luxury wellbeing.
B WELL & CO partnered with the property to reimagine wellness as an integral part of the guest experience—moving beyond traditional spa offerings to create a more immersive, holistic approach to restoration, nourishment, and meaningful travel.
The Transformation
Our work extended across the guest journey, bringing together integrative wellness expertise, sensory experiences, and thoughtful hospitality innovation.
01 — Spa & Beauty Reimagined
A complete spa treatment menu redesign introduced botanical skincare, flotation therapy, craniosacral treatments, and energy-based modalities—bringing a more holistic dimension to beauty, restoration, and relaxation.
02 — Functional Fine Dining
Working alongside the culinary team, we introduced nutrient-dense, anti-inflammatory dishes designed to complement the artistry of fine dining. Botanical, alcohol-free cocktails featuring herbs and adaptogens extended the wellbeing experience to the bar.
03 — Immersive Wellness Retreats
Three curated retreats brought together expert practitioners, mindful rituals, movement, and restorative experiences inspired by the Tuscan landscape—inviting guests to reconnect with themselves and their surroundings.
The Outcome
A more integrated expression of luxury wellbeing.
The project brought spa, gastronomy, and immersive experiences together under a cohesive wellness vision, demonstrating how wellbeing can become part of a property’s identity rather than simply another amenity.
360°
Wellness Experience Redesign
03
Curated Wellness Retreats
Integrated Wellness Concept
We collaborate with visionary people and organizations who believe that wellness can shape a more meaningful future for hospitality, business, and the way we live.
LET’S COLLABORATE