Guided by principles of energy efficiency and sustainability
As part of MilanoDesignXmas, the MORE showroom tasked three architecture studios with reinterpreting the Christmas tree design, guided by the themes of environmental responsibility and resource efficiency.
In Milan, the spirit of Christmas is being reimagined through design at MilanoDesignXmas. Spearheaded by TOWANT, this creative initiative unites companies and architecture studios to reinvent holiday traditions in fresh and innovative ways. This year, the spotlight turned to the More showroom, which partnered with Icona Architetti Associati, Settanta7, and Speri to produce three visionary and distinct creations.
This inventive celebration highlights the synergy between brands and architects, transforming corporate values into unique artistic expressions. From conceptual inspiration to material choices, colors, and forms, each project embodies the identity of its collaborating company. MilanoDesignXmas continues to redefine the holiday season, merging timeless traditions with cutting-edge design to deliver a renewed and captivating festive experience.
More: the creative brief
MORE is a leading Italian brand specializing in innovative solutions for home automation and architectural integration. The architecture studios were guided by principles of energy efficiency and sustainability in designing the three Christmas trees for the MORE showroom. The approach draws inspiration from nature, prioritizing the use of natural and recycled materials to reduce environmental impact.
Central to the designs are the themes of human well-being and living comfort, reflected in architectural integration, silence, and invisibility—key elements for fostering a harmonious and personalized relationship with the surrounding environment.
Settanta7
“Our tree represents the harmony between nature, innovation, and sustainability. Constructed from reclaimed materials, it highlights the importance of reuse and conscious design while raising awareness of social and environmental issues through meaningful phrases woven into its branches. The wooden structure embodies our identity and dedication. We incorporate wood in projects across Italy and around the world, showcasing it as a symbol of sustainability and cultural heritage, emphasizing its versatility and ecological significance. This tree serves as a powerful extension of our design philosophy.” Settanta7 is a forward-thinking architecture and design studio that integrates sustainability, innovation, and culture into its projects.
Studio Speri
Speri is a multidisciplinary architecture and engineering studio dedicated to sustainable and innovative design. About their project for MilanoDesignXmas, they explain “Our tree embodies the concept of material circularity, aligning with the fundamental elements of our design philosophy: Air, Water, and Earth. These elements, represented in the Speri logo, form the foundation, scope, and purpose of our work. They pay tribute to our history, inspire our present endeavors, and shape our vision for the future.“
Icona Architetti Associati
“This tree design celebrates tradition and the everyday, offering a tribute to printed paper and the rich history of publishing in an increasingly digital world. It symbolically emphasizes the value of slowing down and the sensory joy of reading, evoking genuine emotions. The project combines creativity with a deep respect for heritage, honoring the cultural significance of architectural magazines.”, the studio says. Their designs focus on storytelling through thoughtful details, seamlessly integrating tradition with contemporary innovation to create culturally and emotionally resonant spaces.
