Artistic Direction of a massive and ambitious Real Estate redevelopment in outer Milan, in which a driving concept of the 'City of Light' was integrated into every fibre of project development.
Hines Italy approached BWS with the vision of an integrating artistic vision to unite all creative elements of the project - a 3,000,000m² development project in outer Milan, including 100,000m² of commercial floorspace within re-purposed industrial architecture.
Two years of concept development and creative analysis informed landscaping, urban design and commercial strategy of all public spaces, enhancing the positioning of the region and augmenting residential and commercial real estate values.
Personal Highlights
- Creation of an evolved 'Urban Park' as a Social Experience Destination, appealing to residents for regular use and as a one-off tourist destination for visitors
- Layout & Commercialisation of Historical Buildings retrofitting with family entertainment, community spaces, retail & F&B
- Unique opportunity of developing a uniting creative concept informing a multi-generational development
- Conception of Communications & Launch Strategy
Team
Creative DirectionGianmaria Serra
Concept ArchitectsFoster + Partners
Suspended Path ArchitectsArchea & Associates
Landscape DesignLand SRL
Entertainment ConsultantsLDP
Commercial StrategyIngenre
Produced by Balich Wonder Studio
