Migliore + Servetto Architects are engaged in designing spaces, not buildings. Their website describes their work as “designing environmental identities”. Mara Servetto spoke to our group and eloquently described how the most important part of a project is not the object they are creating, but how people interact with the space. Her aim is to communicate the culture of a brand or a city so that the installation creates an understanding of what it stands for in a tangible way.
She described a project the firm created for Milano Expo 2015 in which flags of the nations participating in the Expo where displayed in a new way in order to create interaction with the space. Rather than just displaying a row of flags lining the walking path that links the Duomo with Castello Sforzesco, Migliore + Servetto Architects created a unique interpretation of each national flag. A banner contained Italian, English and French names of the country, a small image of the actual flag, plus a display base to be used as “welcoming places where people can stop by and meet.” As you can see in the photo compilation below, that is exactly what happened.
In designing displays for cities, Mara Servetto believes that understanding the unique culture of that city is critical to designing a project that reflects the identity of the city. Further, people are part of the culture of a city, and as they interact with a space, they are contributing to the evolution of that culture. Wow, that’s deep!