SGS Architetti Associati
via Francesco Nullo 14, 20129 Milano, Italy
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«Cinema is the essence from which dreams are made», said Charlie Chaplin.

Cinema as magic and especially as the art of aesthetic and contemplative reflection is the source of inspiration for the four trends that MilanoUnica has identified for Fall-Winter 2018/2019.


“From Hedonism to Trumpism”

The eighties with their shameless opulence and current self-congratulatory excesses entrusted to the web. The nostalgia of carefree times and the need to escape the contemporary. Bombastic beauties and the pursuit of eternal youth. And yet, the hedonism of that time and current “Trumpism”.


Accents on opulence made from a wealth of materials, baroque inflections and swerving couture but with an ironic nonchalance when dealing with luxury. For a lustrous yet practical effect.


“The glamorous Agender”

“Victor Victoria” is a movie that Blake Edwards filmed in 1982 but whose screenplay was taken from an old 1934 film. To reinterpret this American romance-musical, set in Paris, the Spaniard Pedro Almodóvar was chosen who, with his distinctive narrative style, brings the heroine Victoria to the pop-glamour limelight, forced to pose as a man to earn a living.


Collages of fabrics and lingerie-like network and overlapping evening and day pieces, contrast of different weights with a vibrant infusion of colour and a crossover between male and female, for an unconventional style that occasionally shifts into masquerade, intended as a party game.


“The English classic with a fulfilling twist”

From the contrast between the intellectual training of the New York director Stanley Kubrick, not surprisingly a British naturalized citizen, and the imperturbability of a typically British character such as Sherlock Holmes, originates the imaginary particles of creativity that combine tradition and transgression, depth and superficiality, rationality and instinct.


Speed, pragmatism and elegance: this is the triad that characterises the theme. Appreciation of tradition and daring: new urgent needs lead to developing unreleased material and the true evolution of research arises from the dialogue between those with visions and those with needs, between those who create and those who consume.


“The spirit of an extreme traveller”

This is the theme of the extreme traveller, one who tackles life as an adventure, a path to the edge of the world, to discover new horizons, cultures, lives, and customs. But also a journey into oneself, looking for an inner, more spiritual strength. Hence the contrasting paradox of the poetics of Quentin Tarantino and that of Bernardo Bertolucci.


The simple, ritualistic and almost rustic world of Nepal is intertwined with the technological and fast one of American and blends into a style of an unbiased traveller able to survive in extreme situations and while at the same time remaining elegant in his wools, furs and mohair.




It is by the creativity of six great personalities that we've been guided to create a story of trends that would express the sublime side of elegance. These six personalities are apparently different from each other but only as regards their expressive language.No slogans, no abstract themes, therefore, to define Milano Unica's trends for the next autumn-winter 2017/18 collection, but the real names of the people whose creativity and genius, internationally recognized, represent a huge concrete reference, which is a source of inspiration for the design of new wefts and warps, and the creation of new accessories.


Burri and Piano make us reflect on the power of raw materials and their poetic capability of transforming it. In the field of textile and accessories, this means maximum processing and experimentation in order to produce fabrics, buttons, labels and sophisticated endings, pleasany to the touch, so rich to look like architectures.


Fontana and Hokusai, instead, are the alpha and omega of elegance. The black and white perfection of the Tao. Sharp cuts as opposed to beguiling and stormy curly waves. As fabrics, rich in embroidery and in laser cuts, revealing full-body cloth in contrast to hypermodern shaped and sophisticated multi-layered accessories.


On the other side, Albini and Portaluppi rely on lines and details, on the reinterpretation of the classics but in a less serious and more contemporary way. In a progression of symmetries, geometry games and prints which fully summarize the concept of the unique Italian excellence.

The focus of the architectural concept is to form a connection between Alvar Aalto museum and the Museum of Central Finland that would accompany their historic and symbolic significance. We tried to bring Alvar Aalto’s design motives and principles into our project after identifying them in his works, interpretation and further application in our design. In this way, our project prompts to add a value to the existing two museums complying with their quality and eminent origins. The existing wooden structure on the second floor of Alvar Aalto museum performs as a dominant element for the main scene of the whole exhibition space. Therefore, it serves also as the point of attraction for visitors who enter from the opposite side and would need to cross the whole exposition in order to reach and see the whole panorama of timber stricture. Geometry of the extension is inspired by these timber bars in a form of repetitive lines, thus creating axis for the new plan. They create four “corridors” that contain passages, shop and other spaces. In the interior the prevailing material is timber that emphasizes the vertical direction inspired by the curving timber volumes in Alvar Aalto museum. Vertically a sequence of natural wooden materials addresses the theme of nature. In contrast the horizontal in the interior is defined by a dark an decently soft carpet material. It expresses a feeling of the soft ground by softening the steps of visitors and absorbs the sounds thus creating a warm and intimate atmosphere.






The task was the construction of a new building to be used as a kindergarten and primary school with infrastructure and services. The existing school and kindergarten are divided and located in several locations. The positioning of the new school aims to improve the area for all the citizens. The new facilities can be used not only as a school during the school hours but also as an entertainment and cultural centre which serves the whole village of Cintolese. The new school relates to an education that takes place not only through classical studies but also through the experiences that the child acquires in the surrounding environment. For this reason the space is thought rich and stimulating both on the level of volumes with contrasts of full and empty, and of internal organization.The school is single floor and is composed of five sections of kindergarten and fifteen classes of primary school. The building consists of two types of volumes: one is set of blocks with educational activities, services and facilities, another one is a transparent link which unites the whole school and functions as an internal public space.






The starting point of our project is the concept and vision of Camomilla as a brand that is looking in the future but has traditional roots. We took the direction towards the generation of millennials (people in the age of 15-35) who now are becoming the main buying force in the world.  In our design we offer the use of different kind of materials that represent the concept. Travertine represents classical, chic and elegant side of the brand, while copper is more modern and refers to the young and urban side of Camomilla. The lines of copper repeated in different ways in the interior give the interior contemporary feeling. We used soft warm colours to give a comfy look to the interior. Millennials are targeted also on the marketing level. We propose the activities that provide the personal experience and relationship with the brand. Shop offers a creation of a personal style: store stylists get the customers dressed up, give advises about how clothes should fit and take pictures in the neighbourhood or in the shop on customer’s phone so she can immediately upload new look on social media. Another activity that allows the brand to have an interactive relation with the customer is a virtual dressing room. With this technology, customers can try all the clothes they want. With an infinite variety of combinations available in a virtual dressing room, it is possible to pick the look and shop it immediately or share it in social networks. These solutions allow the shopper to create a 3D version of him/her using information taken from scanning devices. Clothes are then displayed on the big touch screen mirror, where the customer can personalise the model by selecting different items and colours.



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