A Christmas tree that unites: when creativity becomes family
MilanoDesignXmas 2024 turned various showrooms into enchanting spaces, where design met the magic of Christmas through original installations and exclusive decorations.
A Christmas season dedicated to creativity, sharing, and design—this is the essence of the successful holiday initiative MilanoDesignXmas by TOWANT – that transformed 14 prestigious locations, featuring renowned design brands, into festive showcases. Over 40 Milan-based architecture studios contributed to this unique celebration, designing Christmas trees that brought the holiday spirit to life in an extraordinary and captivating setting.
The event turned various showrooms into enchanting spaces, where design met the magic of Christmas through original installations and exclusive decorations. Each location hosted architects and designers who reinterpreted the festive season with their unique visions and talents, creating inspiring and emotional projects. This initiative provided an immersive experience, a journey through diverse contemporary interpretations of Christmas.
From innovative materials to nature-inspired decorations, each installation told a story, blending aesthetics and functionality, art and architecture. The involvement of over 40 design studios fostered collaboration and dialogue, highlighting the crucial role of design in holiday celebrations. The enthusiastic participation to MilanoDesignXmas 2024 of both the public and industry professionals affirmed the event’s value, bringing together designers and enthusiasts in a festive and inspiring atmosphere. The innovative format of the event created a bridge between design, architecture, and tradition, reinforcing the connection between design and interior decoration.
A winning vision by Studio Chiara Caberlon
The winner of this second edition was Studio Chiara Caberlon. Chiara, together with her daughter Matilde, shared their perspective on the project:
“Our design was born from the desire to rediscover the most authentic and magical essence of Christmas—that feeling of warmth and togetherness experienced around a carefully decorated tree. We wanted to create something beyond just a decorative setup: a symbol that evokes the Christmases we cherish at home, full of simple yet precious moments, where hands work together to craft something unique. For this reason, the creation of the tree was not just a creative process, but a collective experience. We didn’t just involve professionals; our family played a part as well, working with the same dedication as one would in decorating a tree at home. Every detail was thoughtfully designed and crafted like in a family workshop, where tradition and craftsmanship merge into a gesture of love.”
“The support of Gida Milano’s workshop was fundamental in translating our vision into reality through dialogue and artisanal expertise. The collaboration with Tribù showroom was also key: through discussions with Federica, we identified the core themes of the brand and drew inspiration from their textures and warm colors, which perfectly conveyed the Christmas spirit within the exhibition space. Seeing our tree come to life day by day was an indescribable emotion. Winning the award made it even more special, as it recognized the passion and dedication of everyone involved. Knowing that behind this project were intertwined hands, shared ideas, and genuine smiles is the true gift of this Christmas.”
The role of showrooms in bringing design to life
The Tribù showroom team was delighted to participate in their first Christmas event with TOWANT, celebrating conviviality and the shared passion for design that unites everyone involved. The showroom hosted three exceptional architecture studios during the holiday season, including the winning project.
They shared: “All three studios incorporated materials, fabrics, and textures from Tribù, each adding their own distinctive touch. We were thrilled to share the joy of victory with Architect Chiara Caberlon and her daughter, whose dedication and effort resulted in a stunning Christmas tree. Their work truly encapsulated the values we hold dear as a company: our connection to nature, reflected in the materials used; warmth, conveyed through festive colors and illuminated lights; elegance, showcased in the patterns and graphics that echoed our crochet lamp designs; and, above all, authenticity, preserved in the classic shape of a Christmas tree without modern reinterpretations.”
MilanoDesignXmas, looking ahead
The enthusiasm and high quality of the installations presented inspire us to look toward the future with new ideas and increasingly ambitious projects. The success of this second edition paves the way for future initiatives that will make Christmas a time for discovery and innovation. With plans to expand participation to more locations, MilanoDesignXmas is set to further establish design as a central element of holiday celebrations.
