Through a crowdfunding campaign, Friland wants to bring its slow tourism model — immersed in nature — to every corner of Italy.
The goal is to reach 100 by 2028 — but pensions have nothing to do with it. Among the plans of Friland, a company that is part of the LifeGate Way ecosystem and offers eco-cabins in natural settings, is that of expanding into other Italian regions. To do so, the Friuli-based company, founded in autumn 2020, has launched an equity crowdfunding campaign — an online investment model through which small and medium-sized enterprises and startups (rather than stock-listed companies) raise funds in exchange for company shares.
Located roughly an hour from major cities, in breathtaking natural settings such as forests, small lakes and mountains, Friland's tiny houses are made of wood, self-sufficient and mobile (avoiding land consumption and eliminating environmental impact). They are essentially a concentrated blend of home automation and sustainability packed into 12 square metres — a space that in 2024 alone saved 4 tonnes of CO2 and generated 7,412 kWh of energy through solar panels. The aim is to exceed 32 tonnes of CO2 saved, scaling from the current 14 units to 100 by 2028. This means a gradual rollout across Italy's natural landscapes — starting from the founding regions of Friuli-Venezia Giulia and Veneto, then spreading to Sardegna, Trentino, Lombardia and beyond.
To spread this sustainable tourism model, the Friuli-based company (an acronym combining "Friuli" and "land") has launched a fundraising campaign in recent weeks that will close in June. The minimum target — already surpassed within the first few days — was €200,000, with an overall goal of €500,000. That figure will allow the company to purchase the mobile tiny houses with their large panoramic windows. In parallel, Friland has launched a scientific study in partnership with the universities of Trento and Padova on the psychophysical benefits of staying in nature.
The concept of nature-deficit stress has been discussed for decades, from Japanese studies on forest bathing onwards. And the search for digital detox and psychophysical wellbeing has become one of the most powerful trends shaping tourism — especially since the pandemic. This is borne out by reports such as the Global Wellness Economy Monitor 24, which highlights how the sector generated $830.2 billion in 2023, recording a 19 per cent increase compared to 2019. Forecasts suggest the figure will surpass $1.35 trillion by 2028.
In short, there is a growing need to feel well and to carve out time for oneself — to step away from the frenzy of being "always connected" and the pressure of constant notifications. It is no coincidence that the word of the year chosen in 2024 by the Oxford English Dictionary was "brain rot" — literally the deterioration the brain suffers as a result of excessive use of digital devices.
It is against this backdrop that Friland has chosen to invest, as Luca Ricchi, co-founder and CEO, explains. "Convinced that a more serious and responsible way of experiencing the land exists and is increasingly taking hold among younger generations, Gabriele Venier and I gave life to Friland. Occupancy rates above 50 per cent per year, strong market approval ratings and sector dynamics are all confirming our business thesis. This is what prompted us to launch this capital increase, with the aim of building a collective of small investors who can participate in the company's growth."
