Penthouse One-11 in Milan, Italy by Zaha Hadid Architects

Article source: Zaha Hadid Architects

To compose the setting of Milan’s prestigious CityLife, one of Europe’s biggest urban re-qualification projects, is Penthouse One-11, completely planned and created by Milano Contract District, within the famous residences designed by Zaha Hadid. The elegant two-story penthouse of over 300 m², featuring a fabulous view over the city and the adjacent park, is the result of the excellent, quality services provided by the new and innovative Design District dedicated to Real Estate. Only a few months after opening, it has already conquered the Lombard capital’s real estate scene thanks to the numerous projects initiated with the most important Real Estate companies in Milan, and that’s not all.

Image Courtesy © Zaha Hadid Architects

• Architects: Zaha Hadid Architects
• Project: Penthouse One-11
• Location: Milan, Italy

Image Courtesy © Zaha Hadid Architects

Thanks to the involvement of all MCD’s main partners – which are among the top brands for interior and home design together with some technical partners for the decor – the luxurious Penthouse fully expresses the enormous potential of the Milano Contract District, which specializes in custom-tailored projects aimed at satisfying increasingly demanding clients.

Image Courtesy © Zaha Hadid Architects

“We are delighted to continue our partnership with Milano Contract District with a project as important as our exclusive Penthouse One-11” says Armando Borghi, CEO of CityLife.  “The CityLife residential complexes are unique in the current real estate panorama: through this partnership, Milano Contract District will help us to further enhance our offer, aimed at a public that is both demanding and has high expectations.”

Image Courtesy © Zaha Hadid Architects

The apartment, completed with a few very dramatic and distinctive pieces of furniture by DILMOS, is a genuine “sensory apartment” an expression of the new concept conceived by TecMa Solutions: “Psychology of Living^TM” that identifies an innovative way to design housing, aimed at the individual’s wellbeing.

Image Courtesy © Zaha Hadid Architects

These values are also fully shared by MCD to give the prospective buyer a sensory experience through an environment that is meticulously designed to stimulate the five senses. What sets the project apart is the time frame in which it was created: over the course of only two months – October and November of 2016 – the MCD team in coordination with the skilled workers and finishing details of all of their brand partners, perfectly achieved the complete transformation of this impressive piece of real estate.

Image Courtesy © Zaha Hadid Architects

“The crisis has pushed the real estate market to demand a higher level of quality and of processes, which developers and companies are gradually approaching,” says Lorenzo Pascucci, general manager of MCD, “in this new market environment we’ve spotted an opportunity in terms of service. The clientele is increasingly selective and they have expressed the need for a more rigorous approach on the part of those who promote and propose real estate offers. Specifically in the residential area,” Pascucci continues, “the post-sales experience and the steps taken to personalize the design and finishes for the home are increasingly becoming a high value-added service, which can stimulate market demand. An indispensable avenue towards improved value in a context where the real estate on offer exceeds the demand. Redefining the paradigms for choice leads to maximum satisfaction and happiness for the client, a very valuable competitive tool.”

Image Courtesy © Zaha Hadid Architects

Brain child of Lorenzo Pascucci, since its opening during the Salone del Mobile 2016 to date, in addition to the collaboration with CityLife, MCD has signed partnerships with leading developers for a total of more than 340 prestigious residential units to be delivered over the next 24/30 months.

Image Courtesy © Zaha Hadid Architects

The District aims to satisfy a market demand by offering for the first time a “turnkey” service package and custom designs for fit out, as MCD’s CEO Stefano Bergamin underlines: “The Milano Contract District is the result of strategic thinking constructed in response to a lack of supply in the real estate market. In fact there are a great many brands and products in open competition to supply Contract for Real Estate, however those structures able to offer, together with brands and products, a dedicated location and a package of high value-added services that are for developers first and then for end customers are very few or non-existent.”

Image Courtesy © Zaha Hadid Architects

The quality and manufacturing excellence of the top brands in interior and home design have come together to create an innovative and unique project, the Milano Contract District. A multi-functional space of 1700 square meters, located in the heart of Milan, the world capital of design, completely dedicated to Real Estate with an innovative approach to the Contract System formula.

Image Courtesy © Zaha Hadid Architects

Conceived in 2016 as the brainchild of Lorenzo Pascucci, the Exhibition District, unparalleled in its sector, presents to industry professionals – realestate specialists, architects and interior designers – through a single, integrated and advanced platform, a package of exclusive “turnkey” services designed to best meet the changing needs of the residential real estate market. This means custom-tailored projects aimed at satisfying clients who are quite demanding. In the realm of “turnkey projects”, for example, one finds among others, the creation of built-in furniture for Milan’s new CityLife district in the residences designed by Zaha Hadid and Daniel Libeskind.

Image Courtesy © Zaha Hadid Architects

Concept, design, marketing and supply of customized projects, together with the indisputable quality of the brand partners’ products, form the distinctive, core assets of the District, offering direct, professional coordination of dedicated resources for each phase, both design and planning as well as on the construction site.

Image Courtesy © Zaha Hadid Architects

Concept, design, marketing and supply of customized projects, together with the indisputable quality of the brand partners’ products, form the distinctive, core assets of the District, offering direct, professional coordination of dedicated resources for each phase, both design and planning as well as on the construction site.

Image Courtesy © Zaha Hadid Architects

Concept, design, marketing and supply of customized projects, together with the indisputable quality of the brand partners’ products, form the distinctive, core assets of the District, offering direct, professional coordination of dedicated resources for each phase, both design and planning as well as on the construction site.

Image Courtesy © Zaha Hadid Architects

The objective is also pursued through a perceptible optimization for the end consumers in coordinating, processing and selection of finish specifications with a noticeable improvement in timeliness and efficiency (as well as personnel) and on the progress of construction, increasing the total value of the overall service received.
This is a company that operates in the residential property market: starting from approaching and establishing the B2B specifications (for customized supply at the request of the builder and of the architect) to showrooms and exclusive services interacting with the end buyers (that’s why we talk about the unparalleled B2B2C model).

Image Courtesy © Zaha Hadid Architects

This formula promotes a non-traditional General Contractor profile, one that’s more evolved, a “profile 3.0”. Milano Contract District is not only able to ensure an across the board supply of “home specifications” (from coatings, to furniture, to lighting) but also to provide to our partner companies an exclusive relationship during negotiations with the builder.

Image Courtesy © Zaha Hadid Architects

A concrete example of what can be achieved by turning to the Milan Contract District is immediately visible inside The Apartment, a display of a permanent, and fully functional, 115 m² indoor house, in 1:1 scale.

Designed to offer a unique and immersive experience to all visitors and to clients, The Apartment features original and exclusive applications and furnishing solutions, thanks to the contribution of all the District partners involved in the project.

Image Courtesy © Zaha Hadid Architects

The Apartment is also the first concrete representation of all the values expressed in the Psychology of Living or “Psicologia dell’Abitare™” (registered trademark of Tecma Solutions) the criteria and processes of which – when instituted from the beginning of a new real estate development strategy and an integral part of the housing project specifications – allow potential buyers to see, in advance, the distinctive value of a quality housing proposal.

Image Courtesy © Zaha Hadid Architects

The space, in addition to hosting the individual partners’ showrooms and the contract offices, is designed primarily to be a place for conviviality and the exchange of ideas between professionals, those commissioning the projects and end clients. This is evident in the District Lounge, an area of over 250 m² that houses a coffee bar and a living kitchen – with the possibility of creating a chef’s table, events, and themed presentations – in addition to a LED wall installation of over 12 m² for the presentation of projects and functional organization of conferences and corporate presentations.

Image Courtesy © Zaha Hadid Architects

A high-capacity meeting room and an internal Marketing Lab, coordinated by a dedicated team, emphasize the exceptional nature of the business thinking behind the Milano Contract District. The uniqueness of the Milano Contract District approach is also evident in the collaboration with a team of market analysts, specialized in Real Estate, able to offer the District’s clients innovative and distinctive positioning strategies for their residential developments.Milan Contract District consultants are available by appointment only every day from Monday to Friday.

Image Courtesy © Zaha Hadid Architects

Image Courtesy © Zaha Hadid Architects

Tags: Italy, Milan

Categories: Apartments, Building, Housing Development, Penthouses, Residential

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