SGS Architetti Associati
via Francesco Nullo 14, 20129 Milano, Italy
T +39 02 710 402 78
F +39 02 752 801 12



26-27 November 2015

Sensitaliani, a business network and platform dedicated to promoting and raising awareness of Made in Italy quality, organized in late November two days of seminars at the Milan office of the national architectural association. Among the participants were architects and representatives from Italian companies, including the following founding members who spoke about hospitality: Ballancin (, FEDERICOdeMAJO (, Ronda Design ( and Zanetto (

In attendance were also prestigious architectural studios with diverse specializations, including L22, Simone Micheli Architectural Hero, Park Associati, PiuArch, Federico Delrosso Studio, Total Tool, Rebosio+Spagnulo and Vudafieri Saverino. They addressed customized plans, internationalization, Made in Italy and innovation. Hospitality in the broadest sense of the term was also considered. Luca Amendola and Gianluca Geroli of SGS Architetti Associati astutely defined hospitality as any space in which people are welcomed. “It’s a physical and mental aspect that has to be considered in the planning stages. Welcoming - whether a group or a single person - means spending time with them. Making someone feel welcome like they’ve never felt before. Taking care of people takes precedence over objects. Hospitality is the focal point, whether in an office, a restaurant or a new retail concept. Every last detail is in harmony. Just like the new concept seen in the Brera Apartments.”  

Architects Valeria Bottelli and Anna Barbara along with professor Arturo Dell’Acqua Bellavitis moderated the three seminars. Also participating in the lively exchanges were the following experts: Cinzia Bontempi, cofounder of “Babylon” magazine; Luigi Odello, president of the Centro Studi Assaggiatori; Paolo Trippini, award-winning chef of Trippini restaurant; Giorgio Ravasio, Vivienne Westwood country manager; Maurizio Faroldi, Hotel Milano Scala manager; and Elena Caponi, set designer. Many aspects were scrutinized since an upscale hotel is, above all, an experience that appeals to all five senses!

For more information:

Watch an interview with Gianluca Geroli and Luca Amendola on Vimeo.


Pic: Federico Delrosso, Francesco Fresa, Luca Alessandro Amendola, Gianluca Geroli, Maurizio Faroldi, Giorgio Ravasio e Elena Caponi


MILAN, SEPTEMBER 8th-10th, 2015

Last April Milano Unica launched the textile trend area… And now, a welcome surprise, confirming the perceptive powers of the exhibitors who embraced and interpreted the trend-forward ideas, offering new combinations of colors, materials and textiles.

Stefano Fadda – artistic director – is the mastermind behind the tale. He and SGS Architetti Associati came up with the idea for the Trend Area, an innovation lab, a hotbed of ideas that best represents the moods of the Fall/Winter 2016 2017 season from which to draw inspiration.
The Trend Area – in Pavilion 4 - deliberately took a new approach. Retracing the exhibition concept designed for the trend launch event in April, a sensory journey was mapped out with four clearly identifiable moods where natural landscapes alternate with displays of (sometimes unexpected) fabrics and materials. An open area where exhibitors and industry professionals can move about freely, stop, take a closer look, touch, and weigh the options…

The Arctic Tale, where hills of salt elicit an imaginary world with a sublime atmosphere and frosty colors, hosts the light, warm colors from candid whites to super-pastels mixed with watery tints and anthracite inserts as if they were mirrors of ice. The fabrics are fluffy: wool, down, filling, furry ribbons, ice flowers…
Folk Land features a landscape charted in earthy tones, with layers of materials and wood elements that call to mind Nature and scenic landscapes. Complex materials rise to the occasion – mixed yarns, fringe inserts and especially jacquard – all distinguished by an ultra-soft hand and warm, earth-inspired hues.
The Graphic Wave, where square tubular structures and two-dimensional floor and wall decorations fashion a space demarcated by a bold black and white color scheme; playful geometrics and interwoven lines recall the digital age and its new technologies. The fashion focus here is on select interpretations of mesh, plaids, checks, revisited with a modern, metropolitan eye and set off by slices of color like deep-web inspired cyan cityscapes.
The Play Room, where balls in primary colors, strung on a transparent line, create a multi-color optical effect reminiscent of vintage wooden toys and re-define play not only as an activity but also as a state of mind. Blocks of color in decidedly bold hues, contrasts between boiled wool, Lenci cloth and vinyl or double layered materials weave the theme of this mood.

In this edition, accessories are every bit as important as the fabrics themselves, so a decision was made to integrate them along the journey pathway. Indeed, specific sections based on the colors in which the accessories are arranged can be found in each area. And, to complement some of the themes, would not have been complete without ribbons and furs among the fabrics.


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