Building and urban regeneration are often seen as the keys to addressing many of the challenges cities face today: abandoned buildings, neglected public spaces, and the need to rediscover a lost cultural identity.
Renewing urban areas that require intervention or are underused means transforming the past into a resource for the future, giving a second life to existing places.
So why are we talking about this? Because we believe that regeneration is not only a strategic response to the new needs of modern cities but also a sustainable and conscious choice. Working with what already exists—rather than building from scratch—means reducing environmental impact and enhancing existing heritage. This is the path we at Superstudio Events have chosen to follow, integrating this vision into the design of all our venues. Yes, it may sound surprising: even our sector can go in this direction, offering companies innovative, low-impact locations in which to bring their events to life.
Let’s explore what building and urban regeneration mean and how this philosophy can inspire companies like ours that are committed to a more sustainable future.
Building and Urban Regeneration: What It Means
Let’s begin by clarifying terms that are rarely used in the events industry. “Building regeneration” refers to the restoration and modernization of existing buildings, aiming to improve their energy efficiency, functionality, and sustainability. It is a concrete solution that integrates the past with innovation, making buildings central to a sustainable transition.
Alongside it , “urban requalification” (or "urban regeneration"), goes beyond individual buildings to encompass entire degraded or underused areas. It’s not just an architectural or urban planning matter —it’s an act of connecting the past with the future, preserving cultural identity while meeting contemporary needs.
When building and urban regeneration go hand in hand, the result is a full-scale transformation: improving urban quality of life while creating new economic and social opportunities, stimulating culture, cohesion, and local development. This is exactly what happened with our venues, which we’ll talk more about shortly.
Events Industry
Building regeneration also plays a role in our world—the events industry. When companies choose innovative solutions to reduce the environmental impact of their gatherings, whether public or private, they often overlook one key element: the venue.That new, cutting-edge location that seems perfect for your event might actually carry a significant environmental cost. Constructing a building from scratch emits an average of 400–600 kg of CO₂ per square meter—the same as heating a house for about two months in winter. So if you want your event to be truly “green,” don’t forget to factor in this aspect.
That’s why some organizations that manage spaces like ours choose to redevelop existing buildings. This approach not only significantly reduces the environmental impact associated with resource use and CO₂ emissions, but also offers the opportunity to create evocative venues capable of blending traditional architectural elements with advanced technological solutions.
And it is precisely these venues—born from redevelopment projects—that are the perfect choice for companies wishing to host their events in truly sustainable spaces, where the story behind every detail intertwines with innovation.
Regeneration in Action: Our Examples
We know what it means to transform spaces—it's exactly what we've done with our venues: Superstudio 13, Superstudio Più, Superstudio Maxi, and the upcoming Superstudio Village. These 4 examples of urban regeneration in Milan, now perfect locations for all kinds of events: conventions, conferences, fashion shows, trade fairs, exhibitions, product launches, gala dinners, and parties.
And yes, it is possible to give existing buildings a new life while having a positive environmental impact, even in the events industry. We are proof of that, with venues powered by 100% green energy and designed with strong sustainability commitments. Superstudio Più and Superstudio Maxi have earned ISO 20121, for sustainable event management, and Superstudio Maxi also boasts the prestigious LEED Gold, symbol of energy efficiency and low environmental impact. And we're not stopping there. With Superstudio Village, we’re aiming even higher—pursuing LEED Platinum, the highest standard for eco-friendly construction, RESET AIR, for constant indoor air quality monitoring, and WiredScore Silver, ensuring top-notch digital connectivity. It's a continuous journey toward a future where sustainability and innovation move forward together.
As already explained, however, it's not enough to look at what a venue offers today Certifications provide clear and transparent parameters to assess a venue’s concrete commitment to the environment—but that’s not all. It’s also essential to consider the environmental impact of its creation, whether it was built from scratch or, as in our case, the result of a building redevelopment project. Only in this way can we truly determine whether a venue has been sustainable from its very foundations.
Superstudio 13
In the 1980s, Via Forcella was part of an industrial district in Milan, full of warehouses and artisan workshops.In that productive context, Flavio Lucchini and Gisella Borioli had a vision: transforming those spaces into Superstudio 13, a place dedicated to creativity. Lucchini called it “a sort of Cinecittà for images,” a space meant for creation, connection, and learning. The goal was fully achieved: the biggest names in fashion have all passed through here.
But Superstudio 13 wasn’t just one of Milan’s most iconic photography studios. It played a key role in transforming the neighborhood. It attracted industry professionals, showrooms, and new businesses, helping make the area a hub of Milanese creativity. A project that still today blends past and future, shaping the identity of the neighborhood.
Superstudio Più
Just a few steps away in the Tortona district lies Superstudio Più , born from the renovation of an old General Electric factory nasce Superstudio Più—another vision by Flavio Lucchini and Gisella Borioli. Choosing to regenerate an existing building instead of constructing a new one was not only innovative but sustainable: it saved between 6.000 and 8.000 tons of CO₂, the equivalent emissions of a gasoline car driving around the world 1.200 to 1.600 times.
With 10,000 square meters of exhibition space, 10 modular rooms, and ceilings up to 11 meters high, Superstudio Più is the perfect venue for major corporate events in tech, pharma, fashion, art, and design. It’s also the home of our signature event, the Superdesign Show.
Uno spazio che mantiene vivo il legame con l’arte e la moda, tratto distintivo dei suoi fondatori, grazie alla presenza al suo interno di due realtà uniche. Da un lato la MyOwnGallery, concept gallery for contemporary art, design, fashion, and photography events; and the FLA FlavioLucchiniArt Museum,, a creative hub, atelier, and nonprofit that celebrates the deep connection between art and fashion.
Superstudio Maxi
A few kilometers away, in Milan’s Barona district, stands Superstudio Maxi, opened in 2021 and born from the renovation of an old steel factory. It's a prime example of building regeneration that merges innovation with sustainability: nearly all demolition waste was recycled, and advanced technologies were implemented to minimize water and energy use.
Key features include:
- 50% of the original structure retained
- 99.8% of demolition waste recovered
- 30% of energy needs covered by 560 crystalline silicon solar panels
“Maxi” in name and nature, it’s Milan’s largest private sustainable venue for exhibitions, fairs, conventions, and corporate events. With 7.200 square meters of indoor space and 2.800 square meters outdoors, it’s located on Via Moncucco, less than 2 km from the city center.
Superstudio Village
Our next challenge is called Superstudio Village , located in the Bovisa district of Milan. Set to open in 2025, it’s an ambitious building regeneration project. Transformed from an old wire-drawing factory active until 2016, it will retain 75% of its original structure. With soaring ceilings up to 15 meters and Europe’s highest sustainability standards, it will be the ideal venue for large events.
Our environmental focus is clear:
- Thermal insulation using rock wool panels with acoustic plaster to reduce CO₂ emissions
- 794 photovoltaic panels (430 watts each) to generate clean energy for most of the venue’s needs
- Radiant floor heating/cooling powered by geothermal heat pumps, providing high energy efficiency and comfort.
Superstudio Village will also feature energy-saving LED lighting, offering museum-grade light quality designed to reduce glare and adapt to human circadian rhythms.
Sustainability also means quality of life: the venue will be fully soundproofed,cutting noise pollution by 50 decibels—the difference between a jet engine and a regular conversation. It will also have a high-efficiency air filtration system (Coarse 60%, PM1 70%), to ensure excellent indoor air quality.
Being sustainable today is not just a choice—it’s a responsibility. We’ve made this principle a core value, transforming industrial spaces into hubs of innovation and creativity. From revitalizing Tortona with Superstudio 13 and Superstudio Più, to leading the way with Superstudio Maxi, and taking our most ambitious step yet with Superstudio Village—each project proves that reclaiming the past can help build a more sustainable future.
