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New Hospitality Concept

Milan presents the first social hotel

Mario Masciullo, eTN  Jun 08, 2010

(eTN) MILAN - The first of four Permanent Hospitality Spaces (PHS) designed by Alessandro Rosso and signed by the architect, Simone Micheli, was born from the desire to rehabilitate degraded or abandoned city spaces. This is a new concept for hospitality as this new hotel totally makes all the stereotypes of what a hotel is disappear ‚Äď gone are the canonical reception, lobby, stairs, elevators, and corridors. In this new hotel, individual rooms overlook the city streets, and each space has an entrance directly from the window facing the street. The doors are electronically controlled by an alphanumeric keypad on which to type the code reservation one receives online through the site . In this hotel with sliding walls, the city itself enters the space and permeates its very essence through osmosis where semantic meaning and significance coincide - the room becomes the city and vice versa.

Alessandro Rosso, creator of the concept of this new urban renewal project called town@housestreet said: "When you travel alone and you're in room 1032 [on the] 16th floor of a hotel, you feel isolated. @Housestreet in town instead has surrounded the city in its speed; its movement can be seen; the street lights [are seen], [one may] contact the city itself and its inhabitants. As [in] the table of an outdoor bar, [guests may] make friends. The city becomes your travelling companion in a space of your own."

Simone Micheli, author of the interiors of town@housestreet added: "When Alessandro talked to me about this concept and intelligent business plan, it was all clear to me. My interior design project should submit - by skipping popular stereotypes - uniqueness, strong identity, incredible networking with the urban system. I've created thus places extremely evocative, functional, engaging, able to become a real manifestation of a new way of thinking about the world of hospitality, a new way of conceiving the relationship between the size of the accommodation and the city. In this project, the open spaces of connective metropolitan regarded as the corridors of a hotel, enter confined spaces of buildings and transfigure sense. The refined osmosis, sign, and content between outside and inside, [are] exasperated by the brilliant photographic assistance of M. Marcato, [who] gave rise to a mixture [of] iconic devices."

The four spaces of the unit, Via Goldoni, occupies an area of 35 square meters each, except for one area, which is about 50 square meters. The spaces take shape as true apartments with a wardrobe, bathroom, and kitchen area, complete with every comfort. The first space welcomes guests with a space that resembles a long green tongue, a shade that characterizes every operational design of the room. Going from the floor and up along the wall, it becomes the first desk and then part of the cabinet with the small kitchen, refrigerator, and other utilities. Inside the mirror, a large LCD monitor is housed. The bed is green with a light blue LED perimeter and formed from the same plane are two integrated bedside tables. The second area is characterized by the color of orange. An imposing headboard opens up to replace the canonical tables and emits a long narrow illuminated slot, where there is an LCD monitor. The loop becomes the desktop window that overlooks the inlet. The kitchen, safe, and mini bar are hidden in an interior completely covered in mirror.

The third area consists of two rooms and they focus on a material depletion of furniture. The individual elements are broken down into two parts: the tops and the structures that support them. In this game of declared and overt elements, yellow tubular metal with rounded corners extend from a white surface and generate a multitude of compositional furniture solutions. The fourth space opens at the corner of two roads and is red in color. This space highlights all the finishes and has a desk with soft lines that is integrated with the mobile kitchen and occupies an entire window. The support structure of the bed, folded to C, becomes a surface top as an alternative to a traditional table.

This restructured metropolitan area takes urban spaces and makes the shopkeepers hoteliers. It will be interesting to see if this unique idea born in Milan will be adopted by other major cities of the world.

Milan presents the first social hotel
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