APCOM

The first showcase of the principles expressed by Milano in its campaigning for Expo 2015 has been officially inaugurated today: it is 'NEWurbanFace', a multi-functional space in central Piazza Duomo that is set to become a symbol for promotion of tourism both in the city and in Italy towards the International Exhibition. The initiative has been conceived by Milano's Province and City Council and it has been artistically realized by eclectic architect Simone Micheli.

Until the end of the Salone del mobile (the international exhibition of home furnishing), NEWurbanFace will be open for visitors and every night it will host a pre-dinner gathering. From next Tuesday on, the space will be able to house exhibitions, events, meetings and parties. Everything will contribute to the promotion of Milano not only as a business centre, but also as a city of entertainment, design, art and architecture. In a few words, a metropolis suitable for tourists and young holiday makers too.

The area chosen, is the Tourist Information Office (IAT), which takes up the former Albergo Diurno, designed and built by engineer Cleopatro Cobianchi in 1924 in an underground section between the main square and the Vittorio Emanuele Gallery. The 1,500 m2 surface features wonderful ruins from the Roman empire, while the office's desks retain the Liberty and Deco style. This latest part will keep its function of information point for the public, but from now on, these elements will cohabit with the new contemporary and futuristic 'soul' created by Micheli.

The known designer has given life to a striking space, where a wide silvery floor (under which visitors can admire the Roman ruins), glittering columns and textile ceiling lamps form an environment that aims to combine the charm of a legendary location with the attention to innovation and technology. "I imagine the city as a sheet of paper which collects texts, stories and words written by a different individual - says Simone Micheli - This results in an unexpected scenery made by the mixture of contrasting voices".