Starting with the essence of wood to create original designs

Milan becomes a stage for innovation this holiday season with MilanoDesignXmas, an event transforming the traditional Christmas tree into a symbol of creativity and design. Curated by TOWANT, the initiative fosters collaboration between leading companies and architecture studios, challenging them to rethink holiday traditions. This year, ITLAS partnered with ARPconcept, Biroarchitetti, and One Works to craft three imaginative and unique creations.

This celebration of Christmas highlights the synergy between brands and architects, offering a fresh take on corporate identity through thoughtful design. From innovative concepts to the careful selection of materials, colors, and forms, each project encapsulates the spirit of its collaborating company.

ITLAS: the creative brief

Itlas, a 100% Made in Italy company, embodies a deep commitment to sustainability and craftsmanship. For MilanoDesignXmas, the challenge was to reinterpret Itlas’ core values, and the essence of wood—into a creative design. Studios were invited to explore the warmth and timeless appeal of wood, incorporating its natural beauty into innovative concepts that blend tradition with contemporary expression. The designs should evoke a sense of harmony and connection to nature, reflecting the company’s ethos and mission.

ARPconcept

ARPconcept describes its approach to the project as follows: “Our project, REFLECTIONS, explores two interpretations of the word ‘reflection.’ On one hand, it symbolizes deep, contemplative thought; on the other, it refers to the optical phenomenon of seeing the world mirrored on reflective surfaces. The installation features a box crafted from plexiglass scraps. Its exterior, in a warm festive red, invites visitors to pause and observe. Inside, the mirrored plexiglass lining creates a captivating play of reflections, enhancing the sense of wonder. Through a small opening, viewers can peer inside and, with the aid of their phone’s light, uncover a new dimension where a beechwood Christmas tree—symbolizing tradition and celebration—appears infinitely replicated.

REFLECTIONS is a journey beyond the surface, an experience not only of seeing but of understanding. It invites reflection on the importance of sustainability in a changing world. The box serves as a space where visual beauty meets inner contemplation, offering an installation that engages both the eyes and the mind. As a studio specializing in ephemeral architecture, we brought to this project elements that define our approach: conceptual creativity, meticulous attention to detail, a sense of wonder, and the power to surprise.”

Biroarchitetti

The studio describes their tree as a design born from the interplay of three key concepts: Symmetry, Structural Improvisation, and Recycling. “Symmetry is explored through a unique visual approach—only half of the tree physically exists, while the other half is reflected in a mirror. This creates an illusion of completeness, with the mirror acting as both a divider and an integral part of the tree’s form. Structural Improvisation defines the tree’s construction. It is a self-supporting design composed of wooden elements that appear to have grown spontaneously, almost organically. Each piece seems to emerge from the other, held together by tension and mutual support, evoking a sense of vernacular architecture. Recycling serves as the foundation of the tree’s materiality.

Crafted entirely from wood scraps, the majority of its components are leftovers from the production of Itlas parquet flooring. This choice underscores a commitment to sustainability, transforming waste into a meaningful and visually impactful design. The result is a tree that reflects the studio’s innovative approach, combining thoughtful symmetry, dynamic structure, and eco-consciousness into a cohesive and inspiring creation.“

One Works

Finally, One Works described their concept as follows: “Uno, Due, Tree, Stella is an interactive, playful tree designed to be built piece by piece. Each component begins as a flat, two-dimensional element, ready to slot together with others to form a three-dimensional structure. It invites participation—assembling shapes, connecting parts—a collaborative activity that transforms Christmas into a moment of togetherness and rekindles the joy of childhood. Uno, Due, Tree, Stella is a contemporary architectural piece that harmonizes sustainability, form, and function in a cohesive and organic system. Designed around the principles of modularity, reusability, and recyclability, it champions responsible and enduring design, adaptable to diverse contexts while minimizing its environmental footprint.”