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

//The finest Italian textiles and accesories for the fashion industry on display

FieraMilanoCity, Milan

February 2016

The 22nd edition of the Milano Unica textile trade show will take place from February 9-11 at Portello Fieramilanocity. The finest in Italian textiles and accessories for the fashion industry will be on display. Stylists and other industry professionals will find inspiration here for the spring/summer 2017 collections.

The Area Trend is at the heart of this Italian textile trade show. It came about following a selection process that, along with an event last November at the Pelota event space, involved exhibitors who brainstormed and developed themes with the guidance of excellent directors: Stefano Fadda, Milano Unica’s art director, and SGS Architetti Associati, which designed the Area Trend’s layout.

As with any creative endeavor, it is on the fringes that new and exciting ideas emerge. SGS Architetti Associati has cultivated an expertise in the fashion world. For years, the firm has designed and realized Moreschi stores and showrooms worldwide. This fashion sense has become an integral part of the firm’s magnificent architectural vision. The concrete result can be seen in Area Trend, a museum-style exhibit in which the concept and staging demonstrate the incredible research and work behind every single textile sample and unique button. It’s a sensory experience - visual and tactile - that follows a course, as if you were in a gallery, past frames in all sorts of sizes and shapes showcasing textiles and materials in a creative manner.

With the Area Trend project, SGS Architetti Associati demonstrates its expansive vision and its ability to provide in-depth consultations spanning the entire time frame of a project. 

We encourage you to experience this innovative project. Wander around this textile art gallery planned for the next edition of Milano Unica. The following four thematic areas will illustrate and fantasize how we might dress in the summer of 2017: 

ABYSS Inspiration runs deep

Everything flows, nothing stands still in the watery depths populated by brilliantly colored and fantastic marine life and plants. An amazing, creative and expressive world.      

NATURAL AND MAN-MADEA patchwork of geometric-patterned natural and artificial landscapes

A view from above, a aerial map of different areas of the world that shows geometric patterns of well-defined natural areas interrupted by man’s interventions. That is, the invasion of cityscapes and cement. The artificial world is as real as it is natural. 

AFRICAN PUNKThe wilds of nature and the city collide

Africa - black magic and sensuous - with its breathtaking sunsets and extreme contradictions. A powerful world with its mix of fascination and gritty reality.

PSYCO BITFormulaic hallucinations

This theme is comprised of two words, “psycho” and “bit” that recall two worlds surprisingly aligned: the psychedelic that swirls in a pinwheel of colors and the technological that is immersed in elaborate geometries.

A press conference introducing the project is scheduled for the morning of February 9, 2016. More information will be forthcoming.

We look forward to seeing you at Fieramilanocity. Enter through Viale Scarampo and Viale Teodorico gates.

February 9-11, 2016 - 9:00 AM until 6:30 PM





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


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