Showcasing the versatility of ceramics: strength, sustainability, and durability

In Milan, the festive season has become a platform for innovation through MilanoDesignXmas, a project spearheaded by TOWANT that challenges companies and architecture studios to rethink holiday traditions in bold and creative ways. This year, the spotlight was on the Casalgrande Padana showroom, which teamed up with Archea Associati & Modourbano, D2U Design to Users, and Leonardo Santi Design to create three visionary and unique holiday designs.

This inspiring initiative highlights the synergy between brands and architects, transforming corporate identity into captivating artistic expressions. From conceptual development to the choice of materials, colors, and forms, each creation is a reflection of the values and vision of its collaborators. MilanoDesignXmas redefines festive traditions, merging the timeless charm of the holidays with cutting-edge design for a modern and imaginative celebration.

Casalgrande Padana: the creative brief

The company is a global leader in the production of innovative ceramic materials for architecture and design. Committed to sustainability and technological advancement, they offers cutting-edge solutions for a wide range of applications.

“The collaboration with the architects took place in our showroom, where they had the chance to explore and familiarize themselves with the materials. We showcased our product range and shared the key values we aimed to express through the Christmas tree design, including sustainability, elegance, and harmony with the environment. Our goal was to emphasize the versatility of ceramics—their strength, durability, and eco-friendliness, achieved through the use of recycled raw materials. With a broad color spectrum and exceptional adaptability, ceramics are ideal for both interior design and architectural applications.” explains the company.

Archea Associati & Modourbano

“Christmas without a Christmas tree. Our design is based on two key concepts: subtraction and absence. The tree is envisioned as a “building,” a carved monolithic block, where the removal of material serves as a moment of revelation and discovery. The result is the absence of a traditional tree, where meaning is found in the interplay of material and perception. The smooth, precise exterior reveals a “golden heart” within, marked by its raw textures and irregularities.” the studios say.

Archea Associati is a globally renowned architecture studio based in Florence; while Modourbano is a Milan-based design studio specializing in architecture, urban regeneration, and sustainable development.

D2U Design to Users

“Wood and ceramic scraps are given new life, forming the structure of this Christmas tree. Its silhouette is iconic, but in keeping with D2U’s commitment to sustainable design, it is composed of segments reassembled from leftover woodworking panels, along with mirror and ceramic fragments salvaged from construction site offcuts.” the studio’s words. With expertise in workplace, residential, and retail design, D2U Design to Users integrates functionality, aesthetics, and environmental responsibility.

Leonardo Santi Design

Renowned for its minimalist yet sophisticated style, the studio emphasizes the use of high-quality materials, particularly marble, to craft timeless and elegant spaces.

Talking about their tree project “The concept was born from the idea of creating a Christmas tree that fully represents Casalgrande Padana’s signature product: ceramics. From this inspiration, we developed an aluminum structure painted red, evoking the stylized shape of a tree. Ceramic slabs with a marble effect—one of the company’s flagship products—were applied to this structure. The Pavonazzetto variety was selected for its white base with red veining, perfectly complementing the festive colors of Christmas. The result is a simple yet refined tree, where the product takes center stage. This project reflects the studio’s values of simplicity and elegance, as well as the choice of materials. The use of marble, a hallmark of our work, is prominently featured in this design, making the tree an iconic example of our approach.”