Christmas in Milan has never been so imaginative, thanks MilanoDesignXmasan annual initiative curated by TOWANT. This creative platform invites architectural firms and leading brands to work together to reinterpret the Christmas tree, transforming it into a symbol of artistic ingenuity and design innovation. This year, The rooms The showroom (by Alea) became the focal point of the event in collaboration with 967arch, Alberto Zanetta Design and Plan Studio.
Together they created three extraordinary trees, each embodying a unique vision and a reinterpretation of the holiday tradition. MilanoDesignXmas is more than an exhibition – it is a celebration of design as a universal language that combines creativity and corporate identity. By experimenting with shapes, textures and concepts, participating studios push the boundaries of tradition and offer a fresh, modern perspective on what a Christmas tree can represent. The result is a vibrant mix of tradition and innovation that leaves a lasting impression this holiday season.
Le Stanze: the creative briefing
Le Stanze, Alea's flagship showroom in Milan, is a dynamic platform for innovative design that combines artistry with functionality. About this project they said:
“Le Stanze presents a versatile space where design elements, materials and colors come together in creative harmony. The aim was for the studios' work to reflect the complexity of the three brands featured in the showroom – wallpaper, ceramic lighting fixtures and office and contract furniture – through a cohesive and imaginative synthesis. The central themes were decoration, color, material interpretation and the mix of different product categories. Due to the limited space in our showroom, the projects were designed on a smaller scale to convey the essence of the design from multiple perspectives.“
967arch
“The project creates a dialogue between architecture and space: a window and a curtain become symbols of continuity and merge with the essence of the Christmas tree. With the support of showroom partners, the structure takes shape through composite panels, combining creativity with great attention to detail. The project reflects 967arch's approach, which combines a spirit of craftsmanship with a strong focus on quality. Customer-provided materials play a central role, with each selection guided by a narrative framework that ensures simplicity, elegance, irony and innovative, precisely crafted solutions.“
Alberto Zanetta design
“The project embodies our memories as designers. Covered with Spaghetti Wall's “De Architettura” wallpaper, the central tree with a Ferro Luce lamp supports suspended rings of different shapes and sizes, evoking the dynamism of branches moving in the wind. Compasses, Pantone color swatches, colored pencils and rulers hang on these rings, reflecting the graphic design of the wallpaper. For us, designing is like telling a story, and this creation reflects our approach, carefully going through each phase – from marketing analysis to business plan, from concept to execution. Particular attention was paid to promoting synergies and interactions with the initiative's partner companies.explains the studio. Alberto Zanetta Design is a multidisciplinary studio specializing in product design, marketing strategies and creative storytelling.
Plan studio
“The tree we created begins with a cone, an archetypal shape that immediately brings to mind a Christmas tree. In our Italian-German studio Plan srl, the bag also reminded us of the school cone, the traditional cone-shaped gift given to children in Germany on their first day of school and which is filled with sweets and gifts as a sign of good luck. The concept behind the project was to cover the cone with wallpaper as if it were wrapped in fabric and sew it directly to the structure with rope. This creates a striking chromatic and formal contrast between the two elements. The red rope that binds the green wallpaper with a landscape pattern symbolizes an architecture that deviates from traditional norms, breaking rigid geometries and taking on new forms and perspectives. Like the school cone, the cone holds the richness of Christmas traditions while going beyond classic architectural conventions to explore innovative design ideas.,” is how the multidisciplinary Italian-German architecture and design office Plan Studio describes its concept.
