Torre Velasca, the subject of a restoration developed by Hines, is the protagonist of the first digital installation in the history of Fuorisalone
Torre Velasca QR Code: Quick Re-Evolution Code" is the title of the digital installation created as part of the INTERNI Design Re-Evolution exhibition-event by designer Elena Salmistraro that virtually embroiders new connections between Milan and its iconic Tower.
Milan - Awaiting the finalization of the restoration project supported by Hines - a global real estate investment, development and management company - as development manager, Torre Velasca, a longtime pioneer in the architecture and design sector, is once again a spokesperson for a "Re-Evolution": through an innovative and contemporary language, the Tower brings the FuoriSalone into the virtual world for the first time with a digital installation to offer an immersive journey through new levels of perception to complement reality.
The installation, designed by Italian designer Elena Salmistraro and created as part of the INTERNI Design Re-Evolution exhibition event, will be easily accessible by everyone via a QR-Code through stickers placed at more than 80 nerve points in the city, as well as through various on-and-off-line channels. Through his work, the artist proposes a hyper-realist reinterpretation of the Velasca Tower, an iconic symbol of the Milan skyline, wrapped in a colourful weave of yarns that extends from the base to the top.
The yarns, symbolically a metaphor for the urban and social fabric in which the Tower is embedded, are a representation of the ongoing regeneration project developed by Hines, which, together with the Asti Architetti firm, has the swirling goal of mending the relationship between Milan and its Tower, returning usable spaces to citizens.
With the installation "Torre Velasca QR Code: Quick Re-Evolution Code" reality and imagination intertwine weaving new and evocative urban and architectural configurations, challenging the laws of matter, space and physics. An absolute premiere, an opportunity to venture into the world of new modes of communication, representation and knowledge of reality.
"For two years now, Torre Velasca has been resuming its dialogue with the city and today it is back in the news. This time it has relied on the talent of Elena Salmistraro and the visionary ability of Gilda Bojardi to do so. - said Mario Abbadessa, senior managing director and country head of Hines in Italy-. "In line with our goal of giving back to the city a new destination to be experienced as a space for sharing and social exchange, we found in Elena Salmistraro's project the key messages that are driving our sustainable regeneration project: accessibility and connection. Through this installation, Torre Velasca virtually reconnects to its territory and makes itself visible at 360°, waiting to be able to experience it in its new dimension at the beginning of 2024."
"On the occasion of FuoriSalone, Torre Velasca is once again transformed and confirmed as one of the symbols of Milan Design Week," says Gilda Bojardi, director of INTERNI. "After the two memorable light installations by the poet of lights Ingo Maurer - which made one of Milan's iconic skyscrapers be discovered and re-discovered by the great national and international design public - this time the Tower is reinterpreted thanks to Elena Salmistraro's project for Hines, whose digital installation develops innovatively the theme proposed by INTERNI for the great exhibition-event Design Re-Evolution."
The Torre Velasca development project has also been realized with the support of Prelios SGR, as manager of the HEVF Milan 1 fund -an alternative investment fund that owns the property-, as well as with the support of CBRE, Colliers and DILS, which are handling the marketing of the spaces.
Concept idea, art direction, event production and media planning of the "Torre Velasca QR Code: Quick Re-Evolution Code" project are signed by Beyond The Line, Hines' strategic & creative partner in the initiative.
"Torre Velasca QR Code: Quick Re-Evolution Code" will be visible on the initiative's dedicated website www.torrevelascaqrcode.com and the social channels of Torre Velasca and INTERNI:
Site: www.torrevelasca.it; internimagazine.it
IG: @torrevelascaofficial; @internimagazine
FB: Torre Velasca; Interni Magazine
Hines
Hines is a global real estate investment, development and management company. Founded by Gerald D. Hines in 1957, it now operates in 30 countries. We manage a $94 billion portfolio of high-performing assets1 in residential, logistics, retail, office and mixed-use. Our local teams service 457 properties totalling approximately 19 million square feet globally. We are committed to achieving a goal of zero carbon emissions by 2040 without purchasing offsets.
To learn more, visit www.hines.com and follow @Hines Italy on LinkedIn
¹AUM includes both AUM of the global Hines organization and AUM RIA as of December 31, 2022.
Velasca Tower
Built between 1955 and 1957 to a design by Studio BBPR, Torre Velasca is currently being redeveloped by global real estate investment, development and management company Hines, as development manager and investor in the HEVF Milan 1 fund managed by Prelios SGR S.p.A. The regeneration project is being overseen by the firm Asti Architetti, in collaboration with the firm CEAS and the Soprintendenza Archeologica, Belle Arti e Paesaggio of Milan.
INTERIOR
Founded in 1954 as the first Italian interior design magazine, Interni is today one of the largest international communication networks for design and architecture. An editorial system composed of the monthly magazine the Annual monographs (Kitchen, Bathroom, Contract); the Index Guide; the FuoriSalone Guides, and the KingSize, previews the novelties of the Salone del Mobile., flanked also by a multimedia platform that makes use of the website (www.internimagazine.it) and social networks (Twitter, Facebook, Instagram).
Since 1994, Gilda Bojardi has been editor-in-chief of the magazine and all publications of Sistema
Interior. The magazine is the promoter of the FuoriSalone Event, conceived in 1990 by Gilda Bojardi, the famous Milanese Design Week that has become over the years the most important Design Week for creativity, projects and performances at the international level. Censored by Interni Guida Fuorisalone, a must for the people of Design.
Torre Velasca QR Code: Quick Re-Evolution Code" is the title of the digital installation created as part of the INTERNI Design Re-Evolution exhibition-event by designer Elena Salmistraro that virtually embroiders new connections between Milan and its iconic Tower.
Milan - Awaiting the finalization of the restoration project supported by Hines - a global real estate investment, development and management company - as development manager, Torre Velasca, a longtime pioneer in the architecture and design sector, is once again a spokesperson for a "Re-Evolution": through an innovative and contemporary language, the Tower brings the FuoriSalone into the virtual world for the first time with a digital installation to offer an immersive journey through new levels of perception to complement reality.
The installation, designed by Italian designer Elena Salmistraro and created as part of the INTERNI Design Re-Evolution exhibition event, will be easily accessible by everyone via a QR-Code through stickers placed at more than 80 nerve points in the city, as well as through various on-and-off-line channels. Through his work, the artist proposes a hyper-realist reinterpretation of the Velasca Tower, an iconic symbol of the Milan skyline, wrapped in a colourful weave of yarns that extends from the base to the top.
The yarns, symbolically a metaphor for the urban and social fabric in which the Tower is embedded, are a representation of the ongoing regeneration project developed by Hines, which, together with the Asti Architetti firm, has the swirling goal of mending the relationship between Milan and its Tower, returning usable spaces to citizens.
With the installation "Torre Velasca QR Code: Quick Re-Evolution Code" reality and imagination intertwine weaving new and evocative urban and architectural configurations, challenging the laws of matter, space and physics. An absolute premiere, an opportunity to venture into the world of new modes of communication, representation and knowledge of reality.
"For two years now, Torre Velasca has been resuming its dialogue with the city and today it is back in the news. This time it has relied on the talent of Elena Salmistraro and the visionary ability of Gilda Bojardi to do so. - said Mario Abbadessa, senior managing director and country head of Hines in Italy-. "In line with our goal of giving back to the city a new destination to be experienced as a space for sharing and social exchange, we found in Elena Salmistraro's project the key messages that are driving our sustainable regeneration project: accessibility and connection. Through this installation, Torre Velasca virtually reconnects to its territory and makes itself visible at 360°, waiting to be able to experience it in its new dimension at the beginning of 2024."
"On the occasion of FuoriSalone, Torre Velasca is once again transformed and confirmed as one of the symbols of Milan Design Week," says Gilda Bojardi, director of INTERNI. "After the two memorable light installations by the poet of lights Ingo Maurer - which made one of Milan's iconic skyscrapers be discovered and re-discovered by the great national and international design public - this time the Tower is reinterpreted thanks to Elena Salmistraro's project for Hines, whose digital installation develops innovatively the theme proposed by INTERNI for the great exhibition-event Design Re-Evolution."
The Torre Velasca development project has also been realized with the support of Prelios SGR, as manager of the HEVF Milan 1 fund -an alternative investment fund that owns the property-, as well as with the support of CBRE, Colliers and DILS, which are handling the marketing of the spaces.
Concept idea, art direction, event production and media planning of the "Torre Velasca QR Code: Quick Re-Evolution Code" project are signed by Beyond The Line, Hines' strategic & creative partner in the initiative.
"Torre Velasca QR Code: Quick Re-Evolution Code" will be visible on the initiative's dedicated website www.torrevelascaqrcode.com and the social channels of Torre Velasca and INTERNI:
Site: www.torrevelasca.it; internimagazine.it
IG: @torrevelascaofficial; @internimagazine
FB: Torre Velasca; Interni Magazine
Hines
Hines is a global real estate investment, development and management company. Founded by Gerald D. Hines in 1957, it now operates in 30 countries. We manage a $94 billion portfolio of high-performing assets1 in residential, logistics, retail, office and mixed-use. Our local teams service 457 properties totalling approximately 19 million square feet globally. We are committed to achieving a goal of zero carbon emissions by 2040 without purchasing offsets.
To learn more, visit www.hines.com and follow @Hines Italy on LinkedIn
¹AUM includes both AUM of the global Hines organization and AUM RIA as of December 31, 2022.
Velasca Tower
Built between 1955 and 1957 to a design by Studio BBPR, Torre Velasca is currently being redeveloped by global real estate investment, development and management company Hines, as development manager and investor in the HEVF Milan 1 fund managed by Prelios SGR S.p.A. The regeneration project is being overseen by the firm Asti Architetti, in collaboration with the firm CEAS and the Soprintendenza Archeologica, Belle Arti e Paesaggio of Milan.
INTERIOR
Founded in 1954 as the first Italian interior design magazine, Interni is today one of the largest international communication networks for design and architecture. An editorial system composed of the monthly magazine the Annual monographs (Kitchen, Bathroom, Contract); the Index Guide; the FuoriSalone Guides, and the KingSize, previews the novelties of the Salone del Mobile., flanked also by a multimedia platform that makes use of the website (www.internimagazine.it) and social networks (Twitter, Facebook, Instagram).
Since 1994, Gilda Bojardi has been editor-in-chief of the magazine and all publications of Sistema
Interior. The magazine is the promoter of the FuoriSalone Event, conceived in 1990 by Gilda Bojardi, the famous Milanese Design Week that has become over the years the most important Design Week for creativity, projects and performances at the international level. Censored by Interni Guida Fuorisalone, a must for the people of Design.