Digital 52 4️⃣5️⃣ - The challenges and opportunities of running a coworking and coliving space in a smaller town: the story of Casa Netural.
Today’s story will take you to Southern Italy, more precisely to a small town called Matera. What’s there? Amidst its fascinating history lies a special place that has nurtured and amplified positive social impact within the local community over the years.
Beyond Coworking - Remote and Rural Spaces
You can read the story of Casa Netural on page 252 of “Around The World in 250 Coworking Spaces.”
In some instances, the market where you establish your coworking space may not fully grasp the concept of coworking. It's a challenging endeavor, demanding significant time and unwavering commitment to its development, particularly in the initial years. However, the rewards are truly gratifying. Countless stories shared here in Digital 52s highlight how running a coworking space has profoundly impacted careers, lives, and local communities.
But can coworking spaces make a positive impact anywhere? Whether in bustling metropolises or smaller towns, the transformative potential of coworking extends far and wide. While launching a coworking space in a big city might seem 'easier' on the surface, the positive effects may manifest 'faster' in a smaller, tight-knit community.
Today's story takes us to Southern Italy, where we'll uncover the tale of Casa Netural—a coworking and coliving space that has been revitalizing and invigorating its local environment for nearly a decade. How did they achieve this remarkable feat? Continue reading to find out!
➡️ A little refresher
Who’s behind the featured space?
Meet Andrea Paoletti and Mariella Stella, the founders of Casa Netural. The duo met back in 2012 when Andrea came to Matera from Biella, his hometown in Piedmont.
“We decided to start a coworking space because it was a totally new idea here in southern Italy, and we wanted to see how people would have reacted to it. We wanted to experiment with the creation of a coworking as a hub of territorial development.”
➡️ Key Figures
- Opening year: 2012
- Size when they started: 1 coworking space in 1 city
- Size today: 1 coworking and 1 coliving space in 1 city.
➡️ A little tour around Casa Netural
➡️ Behind-the-scenes
Things you didn't read in aw250cs
"Casa" in Italian means "house", which is basically what Casa Netural is, a house on four floors. The term "Netural" derives from two words, "networking" and "rural", which remark Casa Netural's philosophy.
At Casa Netural, everyone is welcome to join the community. As Andrea explained in our initial interview: “The only thing that we ask our members to do is to support the Association with a small donation when they decide to be part of our Community. it gives local residents a reason to stay in or return to Matera. A town that has ample infrastructure and ambiance to support a thriving community, it has traditionally been deserted in search of a more prosperous future.”
"In essence, the heart of Casa Netural lies in this organic and empathetic approach to community building, driven by the belief that everyone has something valuable to contribute."
Roberta Tritto - Board Member of Casa Netural
➡️ Casa Netural Today
How did the pandemic impact Casa Netural? How have things evolved over the last 2 years? These were some of the questions we explored during our insightful conversation with Roberta, one of the board members of Casa Netural. As we delved into the details, the profound positive social impact of Casa Netural in its local environment became even more evident.
From fostering connections between locals and foreigners to supporting the growth and development of everyone in and around their community, Casa Netural's team has remained dedicated to one central mission: continuously providing value to people. They believe that by doing so, individuals can truly grasp the essence of community and cultivate a desire to give back.
💫 Growing their social impact, Strengthening their local presence.
Existing for almost a decade, how does Casa Netural keep on growing its social impact? The answer is in the follow-up interview below.
Being present somewhere is one thing, but how does one keep on growing awareness about their work locally? Casa Netural has a beautiful way of doing it, which Roberta shared in our conversation just below.
💬 I’d like to start by asking you: what’s new at Casa Netural since September 2021?
Yes, I remember that time vividly. A lot has changed since then, and we've been through quite a lot lately, especially with the board's transformations. It's still me and Andrea, as always, but unfortunately, Dominica, the Polish girl, had to relocate to Copenhagen, so she's no longer part of the board. Nevertheless, we still collaborate with her whenever possible.
But here's some exciting news! We welcomed two new members to the board whom I'm immensely proud of. They joined us in December 2022, and their contributions have been invaluable. We're thrilled to have them on board.
With these changes in place, we revamped our approach in January, setting the stage for new beginnings and opportunities. We've worked diligently on creating a Scheduled Plan of Events for our coworking and coliving spaces, and for those who both work and live in Casa Netural. It's an ambitious plan, and we're committed to making it a resounding success.
💬 Could you kindly clarify what being a board member at Casa Netural means?
It's actually an Italian thing, I guess. In our association, everyone has a defined role. Andrea serves as the president, and Rocko is the vice president. However, when it comes to financial decisions or dealing with bureaucratic matters, Andrea takes the lead. Despite our roles, we all operate on the same level, sharing ideas and working together to improve things for our members, volunteers, and coworkers.
The best part is that we are all volunteers, so it doesn't demand an overwhelming amount of time from us. It's a casual and enjoyable experience, just like chatting with a friend at a supermarket. What makes our board dynamic is the youthfulness of the other two members, aged between 23 and 30. Their fresh perspective adds vibrancy to our international and intergenerational community, making it even more exciting.
Having four members instead of three makes it easier to share responsibilities and errands. With our improved team structure, we can manage everything smoothly and efficiently.
💬 You are located in a smaller town, a city called Matera, how did you educate the locals when you started, to what you wanted to create?
Casa Netural was founded around 2010. Andrea and Mariela, the co-founders, had a simple yet impactful idea – they opened their home to people in need, including those who required Wi-Fi, which was not so common back then, as well as tourists seeking a space to work due to emergencies. Wi-Fi availability was scarce, making their initiative stand out and attract a diverse community.
The real breakthrough came when they moved to a smaller neighborhood called Sommeparto, which was historically known for its poor hygiene conditions back in the 1950s. They endeavored to improve and engage the community, which primarily consisted of elderly residents. To connect the older generation with the younger and international members of Casa Netural, they collaborated with the neighborhood's association on joint projects.
One such project involved organizing a Christmas workshop in 2015 to create handmade Christmas lights, designed and crafted by both the local elderly and the young members of Casa. Although it started with some challenges, the heartwarming outcome was the realization that the elderly craved companionship and appreciated the presence of younger individuals, making them feel less lonely.
Importantly, this engagement with the local community was not something forced or planned but happened spontaneously. The success of these interactions inspired Casa Netural to apply social innovation in enhancing the participation of community members further. They began mapping the interests of all their members and involving them in existing projects, fostering a sense of belonging and shared purpose.
As a result, Casa Netural became more than just a physical space; it became a thriving community where people from different backgrounds came together, enriching each other's lives through shared experiences and projects.
In essence, the heart of Casa Netural lies in this organic and empathetic approach to community building, driven by the belief that everyone has something valuable to contribute.
💬 Speaking of social innovation, can you explain why it’s an important pillar of your community?
I believe social innovation is all about connecting with people in a way that comes naturally. When you're focused on making a positive impact on society, you don't even realize that you're engaging in social innovation; it becomes a seamless part of your actions. The true realization of social innovation comes at the end of the process.
For instance, when we organize events, programs, or workshops, we often discover that we have, indeed, been socially innovating all along. It's when we see the feedback from the audience, the community, and the individuals involved that we recognize the impact we've made, whether it's positive or negative. What's great is that any member of Casa Netural can contribute by teaching others something they are personally skilled or passionate about.
This kind of spontaneity is the beauty of social innovation. Although it may require a structured process to some extent, the essence lies in allowing it to happen naturally. Social innovation is a dynamic and evolving concept. It may sometimes arise unexpectedly, but it also requires thoughtful planning and execution. It's an ongoing journey of learning, adapting, and striving to make a positive difference in the lives of others.
💬 You guys also offer a coliving space, what does it add to your overall mission?
One of the most incredible aspects of Casa Netural Coliving is the vibrant sense of community that engulfs you from the moment you arrive. When I first came to Casa Netural, it was like stepping into a world of endless possibilities. Over the years, I've witnessed an amazing influx of people from diverse backgrounds, cultures, and languages. It's been a meeting ground for hundreds of individuals, each bringing their unique perspectives and experiences.
Every person who becomes part of Casa Netural finds not just a place to work and live but also a space to connect and share experiences. While not everyone stays around the clock, many do, and the bond that forms between individuals is incomparable. It's fascinating how quickly people integrate and become part of the community, some even in a week or two.
Our pride lies in our focus on people and relationships.
To be truly part of the Casa Netural community, we encourage newcomers to stay for at least a month.
This duration allows them to immerse themselves fully, fostering a stronger sense of belonging. Nonetheless, we've seen individuals who adapt and connect exceptionally well within shorter periods, showcasing the uniqueness of each person's journey.
This emphasis on building genuine relationships is what makes the experience at Casa Netural so rewarding. I now have friends all around the world, and they, too, have a home at Casa Netural whenever they visit. It's heartening to know that we are not just a community within the confines of a small city but also a part of the city's growth and development. Projects and concerts abound, and this summer promises even more exciting events.
At Casa Netural, we truly believe that everyone plays a part in this transformative process. It's a place where spontaneity and open-mindedness foster new relationships, creating a rich tapestry of experiences. Our community is a testament to the power of genuine connections and the beauty of global collaboration.
💬 How do you connect the space and your community to your external environment?
I should have mentioned this earlier, but one of our most beloved monthly events is the community lunch or dinner. During these gatherings, the local community, Casa Netural guests, and the members of our coworking space all come together. It's a beautiful fusion of various communities, creating a harmonious and united atmosphere. The shared meals hold special significance as they represent not only delicious recipes but also the stories behind each dish.
As we exchange stories and experiences while enjoying the meals, we get to know each other on a deeper level. It's heartwarming to hear stories from around 20 individuals, which may include both locals and foreigners, enriching our understanding of different cultures and perspectives. These events create a powerful bond that connects our diverse communities.
Additionally, once a month, we venture out to explore the quaint rural villages in our region. Despite being one of the smallest regions in Italy, it's brimming with hidden gems—tiny villages with 100 or 200 inhabitants. Our excursions to these places, often accompanied by local administration, allow us to discover and appreciate the unique charm of each village. It's not only beneficial for our guests but also for the locals who may not be aware of these lesser-known treasures.
In our coworking space, we have a mix of collaborators and coworkers. Some join us solely for work, but they still share a desk with others, fostering a sense of camaraderie. Being part of these events is not only enjoyable but also inspiring, as it encourages us to open our minds and embrace new ideas.
Ultimately, these activities create a dynamic and inclusive environment, reinforcing the spirit of collaboration and community that defines Casa Netural.
We firmly believe that through such interactions, we can create positive change, one story and one meal at a time.
💬 How have you seen Casa Netural impact Matera over the years?
While I wasn't present from the very beginning, my observations have shown that Casa Netural initially faced challenges. We lacked strong support from the administration or municipality, both in terms of financial backing and navigating bureaucratic processes. However, the resilience of our community and the people involved has been remarkable. Year after year, they renew their commitment and faith in this project.
It's true that we have had limited external support, but this situation has driven us to rely on the strength of our community and the dedication of our members. The people who join Casa Netural are drawn by the promise of a living and working space that fosters creativity and collaboration. By choosing to stay here, they contribute to the local economy and engage with Matera as more than just a one-day tourist destination.
Our impact on tourism in Matera might not be fully quantifiable, but it's evident that many newcomers come here with the intention of experiencing the city in a deeper and more meaningful way. They seek an authentic connection to Matera, and Casa Netural provides that unique opportunity.
The support we receive from the people of Matera is immeasurable. They have generously given us everything they can, whether it's their time, and resources, or simply being part of this evolving community. We are incredibly grateful for their support, as it has been the driving force behind our progress.
➡️ Reflections on building Casa Netural
💬 If you could do one thing differently in the journey of Casa Netural what would it be?
No doubt, this is a challenging question, but when I reflect on everything we've accomplished so far, I realize that every hurdle we faced has been an essential part of our journey. Despite the difficulties, I wouldn't change much about our activities or projects. They have shaped our path in the right direction, and I'm content with our progress.
Being part of Casa Netural is a full volunteering commitment, and we willingly choose to be involved because we share the same values and vision. It's this shared dedication that makes it worthwhile, and I wouldn't have it any other way. I'm genuinely happy with the way things are going.
Of course, like any space, there are areas that could use improvement. We're planning to renovate the house starting in October, which is an exciting prospect. It's these small changes that will enhance our environment and experience even further.
In the end, our journey at Casa Netural is a labor of love, and I'm grateful to be part of such a wonderful community. With the upcoming renovations and continued commitment from everyone involved, I'm confident that we will keep moving forward and making a positive impact.
💬 What has been your biggest learning so far working for a brand like Casa Netural?
So far, my time at Casa Netural has been a tremendous learning experience. It's been like growing up all over again, as I've come to understand and experience the essence of a community. Matera, where I come from, isn't known for its close-knit inhabitants, but being part of Casa Netural has given me a profound understanding of the power of togetherness. I've learned the importance of tolerance and the art of being welcoming, which has enriched my perspective on life.
Being part of this community has also allowed me to reflect on aspects of myself that I hadn't analyzed in the past. It's been a journey of self-discovery and personal growth, which I'm immensely grateful for.
This experience has been positively transformative for me. I feel like I've opened a new window to the world, connecting with people from various backgrounds and cultures. Even during the challenging times of the Covid pandemic, Casa Netural became a haven where people could come together and experience a sense of togetherness, even when traveling wasn't feasible.
Having the opportunity to be abroad without actually leaving my own town was an incredibly meaningful aspect of this journey. It's been a life-enriching adventure, and I can't express enough how thankful I am for this experience.
💬 What would be your best advice to someone thinking about opening a coworking and coliving space in a smaller town?
It's amazing how often we welcome guests from various parts of the world to experience Casa Netural and gain inspiration to establish their own coliving spaces in smaller cities. One of our current delightful guests is from Korea, running a rural working and living space back in her hometown. Interacting with her has been an enriching experience as we exchange ideas and learn from each other.
The first advice I'd give to anyone looking to build a coliving or coworking space is to embrace spontaneity. Allow things to unfold naturally and organically. At the core of such spaces is trust. Trust in people, trust in the community, and trust that hearts will be open to one another. This principle holds true, especially in smaller villages like the one I know in Italy, my birthplace.
In Grotola, a quaint rural village just 14 minutes away, we have another coliving and coworking space, and it's thriving. The community of around 2,000 to 3,000 inhabitants, perhaps even up to 7,000, has warmly embraced guests from different corners of the world, including France, Germany, and the USA. Despite language barriers, there's a genuine connection formed through heartfelt gestures and understanding.
Witnessing this cross-cultural communication and genuine welcome from the locals warms my heart. It shows that when people come together with a shared purpose, language becomes a minor hurdle. It's a beautiful reminder of the universal language of kindness and hospitality.
These experiences reaffirm my belief in the power of community and human connections. We are fostering not just coliving but co-learning and co-understanding – a true celebration of diversity and shared experiences.
💬 If you could chat with coworking operators now, what would you like to ask them?
💬 And if you could chat with members of coworking spaces?
I'm curious to hear about their experiences with remote working, as I myself am currently teaching in a setting that requires in-person presence. The impact of Covid on remote working has been noteworthy, and I'd like to know if you've observed any positive changes resulting from this shift.
In Italy, particularly in the South, many companies have embraced remote working, and I wonder if they have seen similar developments in their region. Has remote working proven to be beneficial, not only during the pandemic but also for the future? I'm interested in exploring the potential advantages it offers in various fields.
One aspect that intrigues me is the freedom it grants to individuals. While having a fixed home base is essential, remote working allows people to experience different places without being tied to a specific location. It offers the possibility of a more flexible lifestyle where one can live and work from anywhere in the world. This newfound freedom can be especially valuable to those who have multiple homes or prefer a nomadic lifestyle.
In essence, remote working has the potential to redefine how we perceive work and living arrangements. It could enable a greater sense of adaptability and open doors to new opportunities for personal and professional growth. I'd love to hear their thoughts on how remote working is shaping the future of work, especially considering its potential impact on people's sense of belonging and connection to different places.
💬 Last but not least, where would you want to bring Casa Netural next?
We take great pride in our achievements thus far, and I'm truly grateful for that. Looking ahead, we are eager to explore new horizons and broaden our impact on a European and global scale. We believe it's crucial to be engaged in more European projects and initiatives, collaborating with like-minded organizations and individuals across different countries.
Participating in European-level grants and other activities will allow us to extend our reach and make a meaningful difference beyond our local community. We want to contribute our expertise and learn from others, fostering a dynamic exchange of ideas and practices.
Our vision goes beyond Europe as well. We aspire to venture into projects and partnerships on an international scale. Whether it's collaborating with organizations in other continents or making a positive impact in countries that could benefit from our experiences, we aim to embrace a global perspective.
While the exact path may not be clear yet, our enthusiasm and determination drive us to take these steps gradually. Starting with projects all over Europe will serve as a solid foundation for our future endeavors, paving the way for further expansion and collaborations worldwide.
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