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PORTA VENEZIA DESIGN DISTRICT L'ALTRO district was born

Porta Venezia Design District poster
PORTA VENEZIA DESIGN DISTRICT L'ALTRO district was born it has been modified: 2023-02-22 di Benedetto Fiori

45°28’27.77’’N 9° 12’18.04’’E
The coordinates do not only indicate the area that identifies Porta Venezia Design District, but a new extension of thought for a different approach to a district project that sees design as the main, but not exclusive, expression of its uniqueness.

Porta Venezia Design District, THE OTHER district, in fact, was born with the aim of tracing and telling a different urban plot to communicate in a contemporary way a vision other of design, in dialogue with the context and the values ​​it represents, against the background of a constellation of highly representative Milanese landmarks.

Un historical territory of Milan ma leaning towards the future, depositary of the various sociocultural stratifications of the city that can be found in the various elements that characterize it, from historical architecture to more contemporary social evolutions: a city system where change is a spontaneous reaction, meandering through its neighborhoods and in the network of its streets.

Notorious and Popular, Intimate and Noisy, Conservative and Rebel: we proceed by contrasts, in the Porta Venezia Design District, The OTHER district, where the different inclinations give life to a character that transgresses possible definitions.

Mirroring inclusiveness e the diversity, intrinsic characteristics of the neighborhood, the new district intends to encompass many different areas within the concept of design, understood in the broadest sense of conception and planning, almost a catalyst for the ferments that arise here.
Expression of a continuous city evolution e transformation, the Porta Venezia district has established itself over the years as a district cosmopolitan, inclusive, From 'rebellious soul; peculiarities that the creation of L'ALTRO district intends to enhance, focusing attention on aspects of uniqueness and particularity.

Le gentle liberty style architectures that adorn Porta Venezia, making it one of the areas of Milan that has shown the most expressive and decorative variety, demonstrate how the neighborhood sees in contamination and in differences an added value.

The road axis that historically crosses the heart of Porta Venezia and that fellow worker urbanistically the city center on the first outskirts, contributes, together with the unique combination of architectures, stories and ethnicities present in the area, to making the neighborhood capable of telling the many faces of Milan.

"Porta Venezia Design District was born with the desire to enhance and celebrate diversity and uniqueness
of an area of ​​Milan through the contemporary language of design. The pandemic has forced us to reflect on how to renew the offer of services to our interlocutors and how to devise alternative formats capable of interpreting new and more complex needs. We have therefore studied the Milanese area, identified some needs and identified Porta Venezia as a fertile territory, where we can structure innovative projects. The presence of the MEET Digital Culture Center – the first International Center for Digital Art and Culture born in Milan with the support of the Cariplo Foundation – and the urban redevelopment projects which, in 2026, will see this area of ​​the city, the MAD, as the protagonist , Digital Art Museum and LOC, Loreto Open Community also allow us to look ahead by embarking on a growth path that looks to the future. Our goal, in this zero year, is to create value by actively involving local communities, developing planning that does not end only in the Fuorisalone
".

It tells Marco Samori, Creative Direction Mktg&Comms team PortanVenezia Design District.

"Porta Venezia is a heterogeneous area of ​​Milan, with a vibrant soul that has the character of inclusion as its indisputable prerogative. The diversity of cultures and the people who animate the territory inspire this "other" character. The anthropologist and writer Marco Aime defines the word other as a significant source of inspiration for us: […] those we define as “others” are often the product of our construction and not an objective reality. Why then build the other? Because it is essential to define "we". We are what the other is not and that is why we often, too often, configure the other as an icon of all evil. We need bad guys, to think of us as good […]. The definition sparked a reflection by highlighting the importance and the need, still today, to load the word other with positive connotations. The commitment to pursue our vision finds its implementation in the concept of other design, understood in its purest meaning of planning: the exaltation of diversity, through the coexistence of different expressive codes and languages, will result in its concrete expression inclusive."

Continue Charles Barbarossa, Creative Direction Mktg&Comms team of the district.

concludes Thomas Francavilla, Location Scouting and Management team of the Porta Venezia Design District.

"The Porta Venezia district stands in a strategic position, as it connects the city center to the first suburbs, involving the noblest areas such as those of Palestro and the Quadrilatero del Silenzio, up to Lima and the first suburbs of the district. The location of the district therefore allows us to work on the concept of integration which is already intrinsic to the territory. With a selection of unprecedented and unique locations, the new district aims to offer a different interpretation of environments and space and a fruition of design, which will see the public as the protagonist".

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