Design
CityLife
When you think of Milan, Italy, you probably think of the Duomo di Milano, high end fashion, or even finance. But you probably don't think about the Generali CityLife district in the heart of the city, home to a beautiful green space, shopping, housing, and most notably the Tre Torri that tower over the skyline. To showcase the beautiful and simple architecture that the CityLife district is home to, I created an out of home campaign that combines the beauty of early art nouveau with the modern architecture of the Tre Torri.
The goal of this project was to create a design concept for a promotional out-of-home campaign for CityLife in Milan. While the city is internationally celebrated for its historic landmarks, the CityLife district showcases a more contemporary identity, one recognized most strongly by locals. At its center rise the Generali, Libeskind, and Allianz towers, known collectively as the Tre Torri, whose sleek forms and spacious surroundings define the district’s modern character.
To translate that atmosphere into a compelling visual direction, I sought an artistic movement that could elevate the towers’ geometry, verticality, and refined presence. Art Deco quickly emerged as the perfect match. Its bold lines, streamlined shapes, and elegant symmetry mirror the architectural spirit of the Tre Torri, creating a visual language that feels both timeless and distinctly Milanese.
