Celebrating the intersection of Christmas and architectural creativity
MilanoDesignXmas cultivates partnerships between brands and architects, celebrating the fusion of brand identity and architectural innovation, transforming corporate values into compelling artistic expressions.
Milan’s festive season takes a bold and creative turn with MilanoDesignXmas, an initiative redefining Christmas traditions through design. Organized by TOWANT, the project brings companies and architecture studios together to craft unique, innovative interpretations of the holiday season. This year, the IDEA Group showroom became a centerpiece of the event, collaborating with ACPV Architects Antonio Citterio Patricia Viel, Lombardini22, and Studio Falù to design three remarkable and original Christmas trees.
This collaboration celebrates the intersection of brand identity and architectural creativity, turning corporate values into artistic statements. From the initial concept to the materials, colors, and forms, each tree reflects the vision and character of its creators. MilanoDesignXmas continues to challenge the boundaries of tradition, offering a fresh perspective on holiday celebrations by merging timeless symbols with cutting-edge design.
IDEA Group: the creative brief
“We gave the designers complete creative freedom, allowing them to draw inspiration from our showroom as they explored the displayed products and compositions. We also shared a few key concepts that align with the principles behind our products: elegance, design, and imagination; savoir-faire; attention to raw materials and their enhancement through craftsmanship; high-quality materials; natural elements and tones; balance; and subtle touches of color.“
Renowned for its attention to detail and timeless aesthetic, IDEA Group is a leading Italian company specializing in innovative and elegant bathroom furniture solutions.
ACPV Architects Antonio Citterio Patricia Viel
“What does Christmas mean to us? Warmth, light, authenticity. That’s why we created a very simple tree, almost artisanal and imperfect, assembled by hand. The project was designed to integrate seamlessly into the showroom without being overpowering or intrusive, reflecting the approach of our studio: careful design rooted in a deep study of all aspects of the surrounding context.” Renowned for its multidisciplinary expertise, the studio works across a wide range of projects, from large-scale urban developments to intimate interior and product designs.
Lombardini22
“Our tree is a symbolic portal celebrating the concept of welcome, connecting the host with the guest. Generated by an algorithm, it evolves from a simple form into that of a tree, crafted from laminated wood and metal spacers. Each section creates a fluid path toward the center, which symbolically represents a place of connection, dialogue, and understanding.” say the architects about their MilanoDesignXmas idea. Lombardini22 is one of Italy’s leading architecture and design studios, headquartered in Milan.
Studio Falù
“The branch and circular elements in birch plywood reference birch’s historical symbolism as the “tree of beginnings,” representing perseverance, adaptability, humility, and resilience. Falù takes its name from the traditional brick-red color of Swedish homes, the same red used in the installation’s paper. This paint is made using pigment derived from copper mine residues in Falun, a plant-based, mutable color. The Falù red also recalls the iconic Campari red! The inverted tree, with its branches pointing to the earth and its roots in the sky, is a subversive gesture reminding us that in design, reversing perspectives can be invaluable—a “modus operandi” that defines us.” explains Studio Falù.
