SIZED partnered with UNIPOL’s real estate development team to reimagine the use of the iconic BBPR-designed Torre Velasca in Milan, producing a series of programming to activate the building’s ground floor and reintroduce it as a cultural hub.

Over six months, SIZED curated eight distinct projects featuring both emerging and established designers, each tailored to enhance the architecture and history of Torre Velasca. Visible from all sides of the building, these exhibitions transformed the space into a new cultural destination in downtown Milan, making the iconic location more accessible to the public. Through intimate, yet public presentations, the programming not only honored the building’s legacy but also attracted new audiences, reinforcing its relevance in Milan’s contemporary cultural landscape.

CREATIVE DIRECTION & CAMPAIGN DEVELOPMENT / CURATORIAL SERVICES (ART & DESIGN) / EXPERIENTIAL MARKETING & EVENT PRODUCTION / SPATIAL DESIGN & INSTALLATION ART / CULTURAL TREND FORECASTING & INSIGHTS