Brief
COIMA SGR, a leading property developer based in Milan, invited design agencies to pitch for the opportunity to activate the Porta Nuova neighbourhood for the Winter period. The brief was to create a high-level and curated concept for Christmas, with a theme that unified the district and socialising elements to achieve a seamless experience that engaged visitors and fostered a community.
When curating our response we wanted to encapsulate these objectives and implement them throughout the entire scheme whilst focusing on activating the heart of the district, Piazza Gae Aulenti and its beautiful surrounding gardens.
We designed a site wide lighting plan bespoke to Porta Nuova that was fit with a selection of festoon and icicle lighting creating an enchanting atmosphere as daylight darkened. Porta Nuova’s iconic sledge Christmas tree was positioned in the centre of the Piazza so our idea was to enhance this further by dressing the surrounding area with warm lighting.
What we did
Following the success of the Curling Lanes we installed in Coals Drop Yard, the client wanted their tenants and visitors to experience the same exciting activation. We built the three-lane structure out of reusable materials and synthetic ice keeping in line with Coima’s sustainability values and also liaising with them to get the right branding and Christmas messaged featured across the whole activation. A shipping container was repurposed to host guests, allowing them to relax and play the game in the comfort of a cosy and well-lit space with festive music playing in the background. Due to the duration of the activation we ensured it was durable and weather resistant, this meant that all slots were sold out bringing extra footfall and revenue to the area.
Producing a Christmas Scheme in Milan was a one-of-a-kind experience. It was refreshing to immerse ourselves in a new international location and create something for the community to enjoy. Working with local suppliers to create a large-scale activation was an experience we thoroughly enjoyed and rewarding when seeing the final result and how visitors interacted with it.
Deliverables
Artist Liaison
Stakeholder Management
Logistics Management
Supplier Sourcing & Management
