Traversi Milano — a design icon in a design capital
Milan is the global heart of luxury design and fashion. At its centre is the Quadrilatero della Moda, described by Vogue as “one of the planet’s most famous fashion districts.” The world’s creative luxury and design brands all want to be here — space is almost impossible to find.
Garage Traversi presents the kind of opportunity that comes around once in a generation. Designed in 1937 by architect Giuseppe De Min, it is an iconic but neglected landmark. Years of failed schemes, attempting to reinvigorate the building, appear in Google search results and needed to be pushed aside.
Alongside Hayrish, BNP Paribas Real estate and SPI architects we developed a brand and communication platform to market the building and unite an international team of agents and stakeholders.
We kept the story simple and elegant — Traversi is an iconic building providing space and volume for a creative global brand in the world’s design capital — a key asset in keeping all the parties aligned. The building’s distinctive façade provided the visual elements.
Every year, during the week-long Salone Del Mobile, 300,000 international visitors and design industry professionals descend on Milan — the perfect time to create content and communicate the story of Traversi’s reintroduction to the city.
With the Via Montenapoleone District and Paridevitale PR, an exclusive artwork was commissioned from Studio Job, an international art and design duo, to adorn the building — a pop art love letter to Milan.
An international PR and social media plan ensured extensive coverage, including Italian Vogue, Wallpaper, and Sky Arts. A party hosted by Toilet Paper (Wallpaper’s irreverent offshoot) provided the required buzz and photo opportunities.
A building that had long been neglected was powerfully reintroduced to Milan and the world. Traversi will be delivered in 2019.
