Architecture studios reimagine unique Christmas trees for design showrooms in Milan
From November 30 to December 25, over 40 architecture studios will turn Milan’s most prestigious showrooms into hubs of art and design, presenting their one-of-a-kind Christmas trees created with boundless creativity.
Milan brings the magic of Christmas to life with MilanoDesignXmas, a TOWANT initiative celebrating Christmas 2024 through the creative vision of Milanese architecture studios.
Renowned for its innovative approach to events, TOWANT returns with a remarkable initiative that reimagines the spirit of Christmas. This year, the holiday narrative comes to life through the collaboration between celebrated Milanese architecture studios and iconic design brands, adding an extra layer of charm to the city’s already festive storefronts.
MilanoDesignXmas offers a unique platform to connect companies with their closest clients in an unconventional way, turning individual expertise into boundless creativity and fresh opportunities. Enabled by TOWANT’s vision, this synergy invites the public to rediscover the essence of design. The partnership between architecture studios and brands will result in extraordinary creations that honor not only the holiday season but also the timeless excellence of Made in Italy.
Visitors can cast their votes for their favorite projects by attending the showrooms in person, while a distinguished jury will select the winner of MilanoDesignXmas 2024, taking into account the public’s preferences. As part of the initiative, each showroom collaborates with three architecture studios. All projects will be open to the public during the showrooms’ regular hours.
A new feature of the 2024 edition is the introduction of guided tours through the exhibition spaces, hosted by the participating architecture studios. During these tours, architects will present their projects and share the inspiration behind their unique Christmas tree designs.
Here are the featured architecture studios and their paired showrooms for MilanoDesignXmas 2024:
- Lula Ferrari Studio | Martinoli Pasini Architetti Associati | Populous at ABK Group Studio
- Archea Associati & Modourbano | D2U Design to Users | Leonardo Santi Design at Casalgrande Padana
- e45 | Giuseppe Tortato Architetti | Gruppo C14 at Deltalight
- Arassociati | Granatiero Design Studio | Silvana Barbato – Studio Atelier at Gervasoni 1882
- ACPV Architects Antonio Citterio Patricia Viel | Lombardini22 | Studio Falù at Ideagroup
- GDG Design | PR5 Studio + Brian Sironi | Studio B612 at Insula delle Rose
- ARPconcept | Biroarchitetti | One Works at ITLAS
- 967arch | Alberto Zanetta Design | Plan Studio at Le Stanze
- Enzo Ferrara Architetti | GAM Gruppo Architetti Milano | HIT ArcHITects at Mo.1950
- Icona Architetti Associati | Settanta7 | Speri at MORE
- Francesca Attolini & Alessandro Merlo | Martini & Partners | Slam Architects | Upper West Architects at Spazio Diaz
- Ideàs | Principioattivo Architecture Group | SMP – Studio Marco Piva at Spazio Domal
- Joseph di Pasquale Architects | MA2A | MMA Projects at Tabu
- Bartolomeo Fernandez Architetti | Progetto CMR | Studio Chiara Caberlon at Tribù
Not only MilanoDesignXmas. TOWANT partners with leading Italian and global design brands to produce standout events such as ArchichefNight, where architects take on the role of chefs; DJ Arch Night, a traveling event in design showrooms where architects perform as DJs; and ArchitectsParty, lively gatherings hosted in architecture studios across Italy and Europe.
