What Christmas tree would you Design with complete creative freedom?
This is the brief provided by the Insula delle Rose showroom to three architecture studios for their contribution to the MilanoDesignXmas project in Milan.
In Milan, MilanoDesignXmas has transformed the holiday season into a canvas for creative expression. Led by TOWANT, this unique initiative brings together companies and architecture studios to reimagine Christmas traditions with bold, innovative ideas. This year, the Insula delle Rose showroom took center stage, collaborating with GDG Design, PR5 Studio + Brian Sironi, and Studio B612 to craft three imaginative and original designs.
This dynamic event celebrates the collaboration between brands and architects, turning corporate values into striking artistic creations. From initial concepts to the selection of materials, colors, and forms, each design reflects the character and vision of its partnering company. MilanoDesignXmas continues to push the boundaries of festive design, blending tradition with modernity to offer a fresh and inspiring perspective on the holiday season.
Insula delle Rose: the creative brief
Insula delle Rose is a design showroom renowned for its curated selection of premium furniture and décor from prestigious international brands. The instructions provided to the studios collaborating with them for their Christmas tree designs were intentionally minimal. The aim was to grant creative freedom, allowing each project to reflect the studio’s unique identity rather than the showroom’s, inviting the audience to experience the architects’ individual styles and visions.
GDG Design
“The concept emerges from an idea of pure simplicity. The essence of Christmas is captured in the minimal silhouette of a tree, softly illuminated by subtle sparkles resembling tiny dancing fireflies. These shimmering lights dissolve into the vibrant red of the iconic Camparino Milanese, a symbol of togetherness and friendship. Transparent gift boxes surround the scene, serving as treasure chests that celebrate the spirit of giving and sharing.” says the studio, known for its minimalist approach and attention to detail.
PR5 Studio + Brian Sironi
“Bianco Campari is the result of a collaboration between PR5 Studio and designer Brian Sironi, combining wood, Lycra, and LEDs—materials typically used as waste in study models. A synthesis of architecture and design, the project draws inspiration from the construction principles of Munari’s Falkland lamp, creating an object without a defined scale.” explains Brian Sironi.
Studio B612
“The LIT-tle Tree” takes inspiration from the traditional Christmas tree, deconstructed into three distinct forms. This approach aligns with our design philosophy, which emphasizes breaking down objects into planes and surfaces. The name is a wordplay on the importance of light—a central theme in our work—and a tribute to The Little Prince, the book that inspired our studio’s name, b612.” With a focus on deconstruction and reinterpretation, Studio B612 transforms ideas into impactful, multidimensional creations. Their work for MilanoDesignXmas 2024 makes no exception.
