Architects transform festive art into meaningful Designs

As part of the MilanoDesignXmas 2024 initiative, organized by the event agency TOWANT, we explored the imaginative creations showcased at the Mo.1950 showroom. This event seamlessly combined creativity with purpose, uniting three design studios to reinterpret and reimagine Christmas through the lens of Design in alignment with the Brand’s vision.

With TOWANT’s expert coordination, known for its innovative approach to architectural events, the studios Enzo Ferrara Architetti, GAM Gruppo Architetti Milano, and HIT ArcHITects brought their distinct perspectives to life, crafting Christmas trees inspired by the creative brief provided by their partnered company.

Mo.1950: the creative brief

Mo.1950 is a premier design showroom in Milan, showcasing a refined selection of furniture and décor from renowned brands such as Frag, Olivieri, and Carpet Edition. Dedicated to craftsmanship, innovation, and timeless elegance, Mo.1950 serves as a creative hub for architects, designers, and design enthusiasts.

“The brief for MilanoDesignXmas was intentionally open to respect the unique artistic sensibilities of each studio and the distinctive traits of the brands featured in our showroom—Frag, Olivieri, and Carpet Edition. After introducing the brands, their values, and their products, we encouraged each studio to focus on what inspired them most, whether abstract ideas or more tangible themes. Our goal was for the creations to express simplicity and a sense of connection with people while referencing the professions of architects and designers. This approach highlights the dual importance of those who create design products and those who bring them into the homes of our audience.” Mo.1950 says.

Enzo Ferrara Architetti

“We share the story of the construction site to honor the work of those who bring the architect’s vision to life every day. Over the years, we have captured numerous photographs of our construction sites, where the toilet often stands out: a silent witness to the transformation, enduring until the end to support those driving the change.” explains the Milan-based studio, dedicated to crafting innovative and sustainable design solutions.

HIT arcHITects

Known for its resourceful and creative approach, the studio transforms unique ideas into functional and impactful spaces.

“Reduce, Reuse, Recycle 2.0: our R3 tree is created almost entirely from elements found in the showroom. A special concept that minimizes waste, temporarily reuses common materials, and transforms them, giving them a new context and meaning. Our R3 tree showcases the studio’s creativity and ability to integrate unusual and unconventional elements into projects, whether supplied by the client or inspired by the circumstances.” says HIT arcHITects about their design approach.

GAM Gruppo Architetti Milano

“The tree is inspired by the concept of a matrix, featuring a modular repetition of identical elements—simple, recyclable cardboard boxes that emphasize the creative potential of everyday materials. It invites a reflection on the idea of happiness, expressed through words from different cultures that capture its diverse meanings.” says GAM, a studio that blends creativity and practicality to craft thoughtful designs that resonate with both functionality and cultural significance.