Marketing the Transformation of a Multi-storey Car Park into a Luxury Retail destination
Collaborators: Hayrish, BNP Paribas Real Estate & SPI Architects
Client: Corke Wallis
Glass Canvas was commissioned to produce a series of marketing quality 3D renderings to help promote the refurbishment of a neglected, iconic building in the heart of Milan's luxury design and fashion district.
At its centre is the upscale shopping area Quadrilatero della Moda.
The world’s creative luxury and design brands all want to be here .
Space is almost impossible to find - except for Garage Traversi.
It is an iconic but neglected landmark, once the car park of choice for Milan’s celebrities back in the day.
Designed in 1937 by architect Giuseppe De Min, it was the first multi-storey car park in Milan but closed 15 years ago.
Until now it has suffered from years of unsuccessful schemes that have attempted to reinvigorate it.
Built in a typical rationalist style, it will accommodate luxury fashion brands, a showroom, restaurant and spa with a terrace offering prime views over the city.
A brand and communication platform was developed to market the building and a key element of this are the CGIs;
Their main purpose being to help excite and engage international agents and stakeholders and attract high-end occupiers.
The redevelopment project has the approval from the Superintendency of Fine Arts, Landscape and Archaeological Heritage to convert Traversi into luxury stores.
It presents the kind of development opportunity that comes around once in a generation - and it's story continues in an area described by Italian Vogue as, “one of the planet’s most famous fashion districts.”
Or as the fashionistas at Vogue put it...
Studio Job celebra la rinascita del Garage Traversi con il progetto "Oh oh, Milano.. I love you too…"
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