Brioni Frankfurt Store


Listening, intuition and experimentation are the trademarks of the design culture of Park Associati - the architectural practice founded in Milan in 2000 by Filippo Pagliani and Michele Rossi.
The objective of Park Associati's work is to give form to a vision, by interpreting and synthesising the variables at stake, specific to each project.

While listening to the concrete elements dictated by regulations and budget constraints, climatic or environmental conditions, attention is also paid to the intangible and concealed dimensions: the clients' identity values, the users' wishes and requirements, the urban, social, and political context.
Intuition brings quality to all the projects of the studio. The creative twist always accompanies the analytical process to decipher complexity, adding value to the design intervention.
Experimentation with languages technologies, and the collaboration with other disciplines, lead Park Associati to tackle the most diverse projects with a broad spectrum of interventions, ranging from urban planning to design. Research, the key activity of the studio’s culture, takes shape in the activity of Park Plus lab.
The practice proposes specific and rigorous projects, without losing sight of the compositional and aesthetic aspects.
An important field for Park Associati’s work deals with the world of headquarters, designed to be the companies’ home and welcome their identity values. Daring buildings, such as the Salewa Headquarters in Bolzano and Luxottica and Nestlé in Milan, are characterised by an ever-changing and characterful stylistic line that also reflects the open, wide-ranging and scientific creative process.
The utmost attention to detail and innovation in materials, forms and functions characterise The Cube and Priceless travelling restaurants, as well as Park Associati’s retail projects: from the multifunctional spaces for the Japanese brand Tenoha to the Hermès store in Rome or the Brioni’s worldwide.
Park Associati is fascinated by hybrid solutions and has experience on the design of new alternative residential forms, in particular related to student housing.

Urban regeneration and the retrofitting of historic and Modernist buildings are other key themes for the practice. Bearing witness to this approach in Milan are the restorations of La Serenissima and Gioiaotto, the recent interventions in Piazza Cordusio and via Brisa, the complete refurbishment of the new Engie Headquarters and the Urban Cube office building in the Bicocca former industrial area.
In the field of masterplans, the studio has been working on the renewal of the Catania Waterfront, on the sensitive area adjacent to Milan Expo2015, and the redevelopment of Rozzano in Southern Milan.

Park Associati are always keen to explore new fields in order to face, in their personal way, the challenges and the complexity of contemporary architecture.

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