Two prestigious brands for one of the real estate developments destined to mark the scenario of the Lombard capital in the coming months. Created on the initiative of Fondo Aetmosphere managed by Dea Capital RE Sgr, with advisor Realty Partner and Sigest as broker agency, the residential project GarofaloPaisiello bears the signature of Mario Cucinella Architects and sees the launch of Milan Contract District for services and products related to interior design.
An urban regeneration intervention, in the heart of Milan, which embodies the values of innovation and international vocation alongside a more intimate and authentic dimension.
A prestigious residential project where aesthetics and sustainability find their synthesis in the facade material, where the glazed loggias make up a dynamic design, the result of the play of reflections between the transparency of the crystals and the emerald sheen of the ceramic cladding and finally where the last three floors of the building convey a lifestyle that embodies the new way of living in Milan: fully glazed volumes, progressively set back, float above the city surrounded by large panoramic terraces.
For Lorenzo Pascucci, founder of Milan Contract District: “We are very proud to have been chosen also in this project as a partner for products and services related to Interior Design. For this development, in particular, a dedicated team of consultants is available to buyers who, through an interior design management service, is able to define, at a still preliminary stage, the assistance to define the plant engineering executive linked to the fixed furnishings that will be preliminarily sent to the construction site.”
Refined environments, refined details and modern solutions. These are the characteristics that make GarofaloPaisiello a unique project. All housing solutions have been the subject of a careful process of optimization of spaces and distributions, to ensure the well-being of those who will live there. Air and light are synonymous with life: this is why the apartments are very bright with double facing and large full-height windows, to give the emotion of always airy and bright environments.
The great attention to detail is also evident through the finishes of the specifications defined by the Milano Contract District which includes international brands such as Listone Giordano, Erne-stomeda, Cesana, Gessi, Bticino and Lema.
“As the great brands of many advanced industrial sectors such as fashion, automotive, catering, have already understood and applied for some time, which have converted their sales spaces into places of experience “, continues Pascucci” so too in MCD we have transformed the home project into a 360 ° service, offering those looking for a new home a real home experience that begins in pop-up stores dedicated to the real estate initiative and then lands at the inside our Design Platform in Via Guicciardini 6.”
In the GarofaloPaisiello digital store, the design linked to the new property comes to life, transmitting scents and suggestions of specifications, for a 360 ° experience. In the 250sqm store, future residents, through a guided tour (both physical and digital), can touch the materials admiring the chromatic variations of interior design proposed in the project.
In line with today’s needs for social distancing, there is also the possibility of remotely configuring your home by choosing, through a special configurator, the type of apartment, from the studio to the attic, and its finishes.
“Especially in the initial phase, it is modern technologies that prove useful for creating the engagement and the call to action to buy”, Pascucci points out, “but subsequently, for the completion of the purchase, it is the contact with a physical place where to live an immersive home experience characterized by dedicated and personalized services to prove to be the winning factor capable of transforming a simple interest into a preliminary.”
Furthermore, with the aim of looking to the future and responding to new housing needs (from home working to home fitness to online teaching), the future residents of GarofaloPaisiello were offered new home solutions signed More + Space (part of the platform Milan Contract District which offers dynamic furnishing solutions and projects).
Thanks to More + Space, further efficiency standards were thus guaranteed for some rooms and typological of the project, making spaces functional through dynamic furnishings, capable of changing their intended use based on the time of day thanks to a few, simple gesturesthat make, for example, a desk a bed, or a wall a convenient container.
The luxury residential market in Italy: the scenario
From the recent report drawn up by the Gabetti Research Department, based on Santandrea Luxury Houses, a division of the Gabetti Group dedicated to the luxury segment, a positive picture emerged. The luxury sector in the residential sector is holding up, so much so that the impact of the covid emergency on prestigious properties remains moderate, recording a stable demand, a slight decline in prices and an increase in the demand for open spaces.
In general, the report highlights a prevalence of purchase demand which is around 76% compared to 24% of those who prefer a rental solution. The research focuses mainly on a prestigious residence and aims to replace one’s home with an improved perspective. From the point of view of the sought-after equipment, the presence of a terrace and the upper floors are confirmed as the two elements that distinguish the requests for prestigious residences, followed by the presence of the garden. It follows that buildings without even a balcony are heavily penalized. Lastly, the growing demand for a dedicated space as a studio should be underlined, which has become more evident in terms of smartworking which is destined to continue in the future.
A trend already intercepted by Lorenzo Pascucci, founder of Milan Contract District, who interviewed on the subject last March 2020 (at the beginning of the pandemic) had emphasized how much the reflections of millions of families, forced within the walls of their homes for the lockdown, would have led to generate an even more selective and demanding residential product demand, with increasing attention to the use of space, layout and intended use of both the interiors and the common areas.
Perfectly in line with this trend, the new real estate developments signed by the Design Platform and present throughout the national territory must be considered: Palazzo Diaz in Como, for example, located in the suggestive setting of the Walled City where millenary stories of men of ingenious and masterful examples of architecture; or L.E.O. (acronym for Living – Experience – Outdoor) in Brescia, an exclusive complex with an outdoor space conceived as a square open to the public during the day and as a scenic urban garden reserved for residents only in the evening; and finally, in Milan, where alongside GarofaloPaisiello there are also important developments such as Dante Rovello and Giannone Arena.
Milano Contract Distric
Born in 2016 from an idea of Lorenzo Pascucci, today with a solid internal logistic structure and a team of over 60 professionals, MCD, through its concept showroom of over 1,700 square meters, aims to integrate under a single direction the furnishing and fit-out process with the construction one. Awarded with important awards, including Excellence of Lombardy in 2016, Honorable Mention at the ADI Compasso d’Oro 2018, then reviewed the same year among the most avant-garde start-ups by the Proptech observatory of the Polytechnic of Milan and awarded in the 2019 as a start-up of excellence for the innovation of its processes dedicated to Real Estate on the occasion of the IX edition of the Fonti Innovation Awards and finally reported in the March 2020 edition of Harward Business Review as Excellence in the “Real Estate and Services for the Residential Market, MCD brings together the best design brands of the Italian market to offer professionals in the sector – real estate operators, architects and interior designers – a package of exclusive “turnkey” services designed to meet the better to the changing needs of the residential real estate market.
Today, Milano Contract District has an active partnership on over 94 construction sites in Milan and beyond, with a portfolio of over 2000 housing units, to be delivered within the next 3 and a half years. Among the most significant clients and projects, Citylife with Generali, Bnp Paribas RE, Savills, Dea Capital, Nexity, Reale Immobili (the RE division of Reale Mutua), the investment funds Polis, InvestiRE sgr, Kervis sgr, the companies Ru-sconi, Borio Mangiarotti, Mangiavacchi and Pedercini and many other important national and international players.
In October 2018, MCD’s profound know-how in the residential sector specializes in the growing trend of micro-units, giving life to More + Space, the business unit specializing in new design, layout and interior solutions with the design and build formula.
A maggio 2020 Milano Contract District lancia Home-J (ovvero Home-Journey), la prima web app nel RE che consente di controllare ogni fase del “viaggio” che porta alla realizzazione di una nuova abitazione. Home-J è un sistema di interfacciamento digitale, sviluppato a partire dal sistema gestionale ERP di MCD, in grado di tradurre con un linguaggio B2C procedure e processi che uniscono la filiera delle costruzioni con quella dell’home design.