Reinterpreting corporate values through unique concepts, materials, and aesthetics

MilanoDesignXmas is transforming the way we view the Christmas tree. Spearheaded by TOWANT, this initiative unites companies and architecture studios to reimagine holiday traditions. This year, Spazio Domal stood out by collaborating with Ideàs, Principioattivo Architecture Group, and SMP – Studio Marco Piva to craft three innovative and visionary designs.

This unconventional celebration blends the creative expertise of architects and brands, reinterpreting corporate values through unique concepts, materials, and aesthetics. Each creation captures the identity of the collaborating company, demonstrating how design can harmonize tradition and innovation to deliver a fresh and inspiring festive experience.

Spazio Domal: the creative brief

Christmas trees take on a new life through sustainable design. Domal, an expert in aluminum window and door systems, collaborated with three renowned architecture studios to reinterpret this holiday icon using Hydro Circal 75R, a recycled post-consumer aluminum.

Ideas Studio, Studio Marco Piva, and Principioattivo Architecture Group crafted installations that merge creativity and sustainability, presented within Spazio Domal, a dynamic design hub in Milan that showcases Domal’s innovative aluminum solutions.

Ideàs Studio

“The inspiration for this tree came from aluminum, a material with strong symbolic value for our studio and for the showroom hosting this installation. Every decoration is crafted from recycled aluminum, chosen not only for its beauty but also for its ability to transform and renew itself endlessly. The structure of the tree, a spiral ascending upwards, represents the cycle of professional life and the journey we take together, rising from the ground upward, united in our effort to achieve our goals. It symbolizes our collective commitment to growth and progress while inviting reflection on our environmental responsibility and the potential of sustainable innovation. Through this project, we aimed to demonstrate how creativity and sustainability can merge to create something unique—an inspiration for a more circular and conscious approach to design and construction.” explains the studio, an architecture and engineering firm with offices in Milan, Turin, and soon in Dubai.

Principioattivo Architecture Group

By blending conceptual art and practical design, the studio creates spaces and objects that engage users, encouraging interaction and a deeper connection with their environment. About their creative approach for MilanoDesignXmas, they say “Our ready-made Christmas tree delves into the dynamic between artist and viewer: a design object encased in packaging that either safeguards its original form or encourages reinterpretation. In our work, we merge conceptual art with design to foster dialogues between objects, audiences, and their surroundings.“

Studio Marco Piva

“The gift embodies the spirit of sharing and gratitude, values deeply connected to Christmas. Each gift that makes up the tree is wrapped in custom graphics celebrating this year’s collaborations with prestigious companies, marking important milestones achieved through dialogue and cooperation. The tree also represents SMP’s design philosophy, seamlessly transitioning from large-scale architectural projects to the finer details of product design.” Studio Marco Piva says. Renowned for its innovative and refined vision, the studio specializes in projects spanning architecture, interiors, and product design, combining creativity with precision to craft impactful and timeless works.