New designs rooted in the brand’s deep exploration of raw materials

In Milan, MilanoDesignXmas is transforming the way we envision the Christmas tree. Curated by TOWANT, this event bridges the worlds of companies and architecture studios, challenging them to reimagine holiday traditions in innovative ways. This year, Gervasoni 1882 took the spotlight, partnering with Arassociati, Granatiero Design Studio, and Silvana Barbato – Studio Atelier to craft three unique and inspiring creations.

This inventive celebration of Christmas in Milan highlights the synergy between brands and architects, reinterpreting corporate values through creative designs. From conceptual ideas to the use of materials, colors, and forms, each project embodies the identity of its collaborating company. MilanoDesignXmas continues to demonstrate how design can beautifully blend heritage with innovation, offering a fresh perspective on holiday traditions.

Gervasoni 1882: the creative brief

Gervasoni 1882 is an Italian design leader celebrated for its artisanal craftsmanship and innovative approach to furniture and décor. Known for its focus on material experimentation and timeless aesthetics, the company creates sophisticated designs that seamlessly blend tradition and modernity, offering exceptional pieces for both indoor and outdoor living.

Each studio was asked to reimagine Gervasoni’s iconic style with a personal touch, rooted in the brand’s deep exploration of raw materials and its ability to combine refined elements into unexpected and captivating designs. The resulting Christmas trees showcased weaving, multi-materiality, and a blend of fabrics and wood, all hallmarks of Gervasoni’s aesthetic.

Arassociati

“The tree was conceived as a true piece of furniture. Over time, the Christmas tree has become a festive device that, despite its seasonality, has firmly entered the domestic environment, becoming an essential decorative element, much like a lamp or a sofa. Drawing from the most distinctive features of the Christmas tree, such as the green of the fir and the essential decoration of lights, we reinterpreted these elements into a fabric lamp with a metal structure. Through a play of light and shadow, the interwoven fabrics recreate the traditional triangular shape of a Christmas tree, offering a new interpretation: a hybrid between a festive decoration and the practicality of a lamp.” explains the studio, renowned for its refined and versatile approach to design.

Granatiero Design Studio

“For this tree, I wanted to merge the warmth and hospitality synonymous with Christmas with the distinctive features of Gervasoni and Verywood. The design is entirely crafted from wood, a timeless and sustainable material, with all components cut from a single wooden plank to minimize waste. The decorations, carefully chosen to align with the showroom’s tones, include fabric scraps and samples from the Gervasoni collection, adding texture and cohesion to the tree’s aesthetic.” Granatiero Design Studio has always prioritized sustainability and the life cycle of a project.

Studio Atelier Silvana Barbato

With a focus on craftsmanship and innovation, the studio creates elegant, functional spaces that marry tradition with modern aesthetics. About their project for MilanoDesignXmas 2024, they say “Wood Crystal Light was inspired by the idea of creating a tree that also functions as a room divider, serving to both separate and connect spaces. The design is defined by two key elements: the weave, a signature feature of Gervasoni that embodies its artisanal and bespoke craftsmanship, and amethyst crystal, used as a decorative accent. The crystal adds a touch of magic with its translucent qualities, a material we hold dear for its elegance and sophistication, often featured in our projects.“