Designing the holidays – transforming traditions through art and design

As part of the MilanoDesignXmas 2024 initiative, organized by the event agency TOWANT, we delve into the creations showcased at the ABK Group Studio showroom. This event seamlessly blended creativity and purpose, uniting three design studios with the Brand’s vision to reinterpret Christmas through the perspective of Design.

With TOWANT’s expert coordination, renowned for its innovative architectural events, the studios Lula Ferrari Studio, Martinoli Pasini Architetti Associati, and Populous brought their distinct visions to life, crafting Christmas trees inspired by the creative brief provided by their partnered company.

ABK Group Studio: the creative brief

ABK Group Studio is an Italian leader in innovative ceramic surfaces, blending cutting-edge technology with sustainability and design. It collaborates globally to create high-performance materials for architectural and interior projects. At MilanoDesignXmas 2024, they transformed their showroom into a creative space where Christmas trees became a medium for artistic expression. The installations highlighted sustainability, innovation, and design, offering a fresh take on holiday traditions. An imaginative journey through art and creativity, presenting an unconventional and captivating Christmas experience in Milan.

Lula Ferrari Studio

“Our tree, ARBOR LUCE, is a slender, sculptural reinterpretation of the traditional Christmas tree, combining simplicity and creativity. Crafted entirely from postal tubes we assembled ourselves, its unique form is highlighted by natural, recyclable materials and a striking contrast between earthy tones and vibrant Christmas red. This delicate structure rises gracefully, embodying lightness and harmony while delivering a powerful message about the importance of recycling. It offers a poetic and sustainable perspective on Christmas decorations, emphasizing the beauty of simple materials.” says the architect.

Lula Ferrari Studio is an Italian design firm specializing in architecture, interior design, and artistic installations. Renowned for its minimalist aesthetic and innovative concepts, the studio emphasizes sustainability and functionality in its creations.

Martinoli Pasini Architetti Associati

“Our tree humorously and creatively brings together two iconic symbols of Milan. The first is the Futurist Campari Soda bottle, showcased within a ‘contemporary urban theater’ represented by a construction site with scaffolding. Adding to the scene is the ‘umarèll,’ a figure observing the work, perhaps nostalgically reflecting on how things were done in the past. Festive colors, lighting accents, and a sense of theatricality define the ‘Cristma’rell Tree.’ The tree was entirely produced using a 3D printer, a tool integral to the studio’s workflow for both representation and design. Through its consistent use of advanced three-dimensional methodologies, the studio brings expertise to every phase of the design process, from initial concepts to construction.” explains MPAA.

Martinoli Pasini Architetti Associati is an Italian architecture and design studio recognized for its innovative and detail-driven projects. Their expertise in 3D modeling and printing ensures precision and innovation at every stage, from concept development to final execution, resulting in projects that are both functional and visually impactful.

Populous

“Dream Box is our unique take on the Christmas spirit, a season filled with enchantment and wonder. As designers of stadiums, arenas, and sports facilities, we constantly consider how people connect to share emotions and experiences. Drawing from this inspiration, we created a ‘magic box’ to be explored through small openings. Its design reflects the form of a seating bowl, the vibrant core of a stadium. This miniature world captures the joy and awe that a magical event like Christmas brings to every heart.” the studio says.

Populous is a world-leading architecture and design firm specializing in stadiums, arenas, and large-scale event venues. Focused on creating spaces that foster connection and shared experiences, the studio blends innovation, functionality, and emotional impact.