Color, material interpretation, and the blending of diverse product categories
Le Stanze showroom, in collaboration with 967arch, Alberto Zanetta Design, and Plan Studio, crafted three distinctive designs, blending artistic ingenuity with a modern reinterpretation of holiday traditions
Milan’s festive season has never been more imaginative, thanks to MilanoDesignXmas, an annual initiative curated by TOWANT. This creative platform invites architecture studios and leading brands to collaborate on reinterpreting the Christmas tree, transforming it into a symbol of artistic ingenuity and design innovation. This year, Le Stanze showroom (by Alea) became the focal point of the event, partnering with 967arch, Alberto Zanetta Design, and Plan Studio.
Together, they crafted three extraordinary trees, each embodying a unique vision and a reinterpretation of the holiday tradition. MilanoDesignXmas is more than an exhibition—it’s a celebration of design as a universal language that bridges creativity and corporate identity. By experimenting with forms, textures, and concepts, the participating studios push the boundaries of tradition, offering a fresh, modern perspective on what a Christmas tree can represent. The result is a vibrant blend of heritage and innovation that leaves an enduring impression on the holiday season.
Le Stanze: the creative brief
Le Stanze, Alea’s flagship showroom in Milan, is a dynamic platform for innovative design, combining artistry with functionality. About this project, they said:
“Le Stanze introduces an eclectic space where design elements, materials, and colors come together in creative harmony. The aim was for the studios’ work to reflect the complexity of the three brands featured in the showroom—wallpapers, ceramic lighting fixtures, and office and contract furniture—through a cohesive and imaginative synthesis. Central themes included decoration, color, material interpretation, and the blending of diverse product categories. Given the limited space in our showroom, the projects were designed on a smaller scale to convey the essence of design from multiple perspectives.“
967arch
“The project establishes a dialogue between architecture and space: a window and a curtain become symbols of continuity, merging with the essence of the Christmas tree. With the support of showroom partners, the structure takes shape through composite plates, blending creativity with meticulous attention to detail. The project reflects 967arch’s approach, which combines an artisanal spirit with a strong focus on quality. Materials provided by clients play a central role, with every choice guided by a narrative framework that ensures simplicity, elegance, irony, and innovative solutions, crafted with precision.“
Alberto Zanetta Design
“The project embodies our memories as designers. Covered in “De Architettura” wallpaper by Spaghetti Wall, the central tree, featuring a Ferro Luce lamp, supports suspended rings of various shapes and sizes, evoking the dynamism of tree branches swayed by the wind. Hanging from these rings are compasses, Pantone swatches, colored pencils, and rulers, echoing the graphic design of the wallpaper. For us, designing is like telling a story, and this creation reflects our approach, which carefully navigates every phase—from marketing analysis to business plans, from concept to execution. Particular attention was given to fostering synergies and interactions with the partner companies hosting the initiative.” explains the studio. Alberto Zanetta Design is a multidisciplinary studio specializing in product design, marketing strategies, and creative storytelling.
Plan Studio
“The tree we created begins with a cone, an archetypal shape that immediately evokes the image of a Christmas tree. In our Italo-German studio, Plan srl, the cone also reminded us of the Schultüte, the traditional cone-shaped gift given to children in Germany on their first day of school, filled with sweets and presents as a token of good fortune. The concept behind the project was to cover the cone with wallpaper, as if it were fabric wrapping around it, and stitch it directly to the structure using a rope. This creates a striking contrast, both chromatic and formal, between the two elements. The red rope binding the green landscape-patterned wallpaper symbolizes an architecture that diverges from traditional norms, breaking rigid geometries and embracing new forms and perspectives. Like the Schultüte, the cone holds the richness of Christmas traditions, while also pushing beyond classic architectural conventions to explore innovative design ideas.”, this is how the multidisciplinary Italo-German architecture and design firm Plan Studio describes their concept.
