Hollywood Living International Milano
The all-purpose place projected by the architect Fabio Rotella has open on May 13th 2010. It is the new crossroads of art and design curated by Cardi Gallery and Rotella Studio.
Its name is Hollywood Living International Milano, the new project signed by Rotella Studio.
It’s a concept-bar, measuring about 400 square meters on two floors; the entertainment activities are different – art, design and lifestyle events – in a environment that has a strong planning identity beyond being a novelty.
It’s an all-purpose place with an original design, that through the creation of different areas with different functions can be a polyhedral container that keeps changing and is never the same. These are the goals we set with the Hollywood Living international Milano, this is the way Fabio Rotella describes the project, that is a place dedicated to entertainment where the host, spectator and actor, is stimulated by the contemplation of different applied arts through a modern communication. In an historic moment when the commercial places like bars, clubs, show-rooms, shops and even the art galleries are passing through an identity crisis and struggle to arouse new interests, rises the need of all-purpose places where the functions cross, increasing the possibilities of interesting and satisfying the demands of a more and more changeable public.
An aggregative lounge that transforms: the colour changes through the domotic light of the false ceiling and the walls. Twenty two monitors, as in a kaleidoscope, exalt the video art projects and alternate with wonderful artworks that enliven and ennoble the atmosphere and are selected by the prestigious Cardi Gallery of Milan, one of the best known international galleries. The different areas are equipped with a wi-fi system to interact, communicate and entertain.
White are the walls and the floor, as well as all the furniture, studied ad hoc to exalt the light and raise the individual to be the absolute protagonist. While gold, that reminds the Hollywood Living International Milano logo, draws a big star on the floor.
Gold is the alternative nuance also for the lavatories, shining through reflecting and bright polycarbonate walls that create spaces with an intimate mood. The bar is like a composition of sculptural volumes covered by glossy brass. This sophisticated and sinuous element is completed by the dj station.
The wall with cuts of led lights takes the visitor through a staircase to the lower floor where the space has been thought like a Boulevard with expositive windows.
A little corridor leads to a 200 sqm space where six light-windows change their colour creating a room that is dedicated to events and exhibitions of art, with a corner for reading, where lifestyle newspapers and magazines are available.
The five windows that overlook the porch of via Vittor Pisani show the whole environment, the lounges and its guests, as on a cinematographic set.
In front of the windows a big veranda (12x4m), the “Green Box”, made like a transparent box, will host events dedicated to environmental themes. The iron structure is made up of a series of white asymmetrical columns that, as in a wood, make the space comfortable and rarefied. The lighting system of the veranda is made by a rgb led device and allows to change colour and modulate light according to needs, limiting the waste of energy.
The companies who will exhibit in the Green Box will be many, creating interesting synergies that will allow to carry out different projects to divulge information about ecosustainability and quality of life.
