Page 71 - Designing Ways 264

The idea of a hotel as a place to meet people and socialise was inspired
by the Brera district’s artsy and unconventional vibes. After all, this
area is where artists and writers gather. And it’s home to the Pinacoteca
and its masterpieces, art galleries, ateliers, cafés and restaurants,
cultural associations, cinemas, and theatres. As a result, the Urban
Hive was conceived as a dynamic yet intimate social hub. A place that
welcomes guests and passers-by thanks to services open to the public.
Examples include co-working spaces, meeting rooms, cultural events,
business lunches, and aperitivos at the in-house Portico84 Café and
Bar, which will also have tables under the Corso Garibaldi porticos.
Comfortable, colourful sofas, light oak wood flooring, soft lights,
wooden bookcases, pop art elements, motifs and illustrations create
an elegant yet relaxing atmosphere on the ground floor. All the
communal spaces feature a striking shade of peacock blue. The lobby
has been transformed into a welcoming space where guests and locals
can meet for business, a cocktail, or coffee at the bar. The highlight of
the bar is its semi-circular Canaletto walnut counter with a marble
countertop, brass finishes, and lozenge motifs in the same hue as the
walls. In addition, the lobby includes a lounge bar and spaces for
events. This way, the reception is no longer the core of the lobby but
remains an integral part of it. The underground floor (-1) houses a
fitness room equipped with Nohrd & Technogym machines.
The hotel’s co-working spaces embody one of the key concepts of
this project by Vudafieri-Saverino Partners, i.e., a circular vision
for communal areas. As a result, these areas are used differently
throughout the day.
For example, after 11:00 am, the breakfast room on the mezzanine
floor – accessed through the beautiful oak and steel heptagonal
staircase – becomes a co-working space for the many local start-
ups. This space was created for people who need flexible workspaces.
That’s why it has moveable walls that create three modular rooms for
business meetings and conference calls. In addition, this area features
a wallpaper depicting Milan’s architecture and icons designed by
150UP, the creative agency in charge of the project’s visual identity
as well as of the designs and motifs for the interiors, lifts, windows,
posters, and ceramic plates.

dw • Issue 264 71