{"id":6308,"date":"2025-01-21T14:55:00","date_gmt":"2025-01-21T14:55:00","guid":{"rendered":"https:\/\/www.superstudioevents.com\/?post_type=notizie&p=6308"},"modified":"2025-07-04T07:19:52","modified_gmt":"2025-07-04T07:19:52","slug":"riqualificazione-edilizia-e-urbana-quando-il-passato-crea-valore-nel-mondo-degli-eventi","status":"publish","type":"notizie","link":"https:\/\/www.superstudioevents.com\/en\/riqualificazione-edilizia-e-urbana-quando-il-passato-crea-valore-nel-mondo-degli-eventi\/","title":{"rendered":"Building and Urban Regeneration: When the Past Creates Value in the Events World"},"content":{"rendered":"

Building and urban regeneration<\/strong>\u00a0are 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.<\/p>\n\n\n\n

Renewing urban areas that require intervention or are underused means transforming the past into a resource for the future<\/strong>, giving a second life to existing places.<\/p>\n\n\n\n

So why are we talking about this?<\/strong> 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\u2014rather than building from scratch\u2014means reducing environmental impact<\/strong> and enhancing existing heritage. This is the path we at Superstudio Events<\/strong> 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.<\/p>\n\n\n\n

Let\u2019s explore what building and urban regeneration mean and how this philosophy can inspire companies like ours that are committed to a more sustainable future.<\/p>\n\n\n\n

Building and Urban Regeneration: What It Means<\/h2>\n\n\n\n

Let\u2019s begin by clarifying terms that are rarely used in the events industry. \u201cBuilding regeneration\u201d<\/strong> 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 , \u201curban requalification\u201d<\/strong> (or \"urban regeneration\"<\/a>), goes beyond individual buildings to encompass entire degraded or underused areas. It\u2019s not just an architectural or urban planning matter \u2014it\u2019s an act of connecting the past with the future<\/strong>, preserving cultural identity while meeting contemporary needs. 

When building and urban regeneration go hand in hand, the result is a full-scale transformation<\/strong>: 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\u2019ll talk more about shortly.
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Events Industry<\/h3>\n\n\n\n


Building regeneration also plays a role in our world\u2014the events industry.<\/strong> 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.<\/strong>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\u2013600 kg of CO\u2082 per square meter<\/strong>\u2014the same as heating a house for about two months in winter. So if you want your event to be truly \u201cgreen,\u201d don\u2019t forget to factor in this aspect.
 
That\u2019s why some organizations that manage spaces like ours choose to redevelop existing buildings.<\/strong> This approach not only significantly reduces the environmental impact associated with resource use and CO\u2082 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\u2014born from redevelopment projects\u2014that are the perfect choice for companies wishing to host their events in truly sustainable spaces, where the story behind every detail intertwines with innovation.
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Regeneration in Action: Our Examples<\/h2>\n\n\n\n

We know what it means to transform spaces\u2014it's exactly what we've done with our venues: Superstudio 13, Superstudio Pi\u00f9, Superstudio Maxi, and the upcoming Superstudio Village. These 4 <\/strong>examples of urban regeneration in Milan<\/strong><\/a>, now perfect locations for all kinds of events: conventions, conferences, fashion shows, trade fairs, exhibitions, product launches, gala dinners, and parties.<\/p>\n\n\n\n

And yes, it is possible to give existing buildings a new life while having a positive environmental impact, even in the events industry. <\/strong>We are proof of that, with venues powered by 100% green energy<\/strong> and designed with strong sustainability commitments. Superstudio Pi\u00f9 and Superstudio Maxi have earned ISO 20121<\/strong>, for sustainable event management, and Superstudio Maxi<\/strong> also boasts the prestigious LEED Gold<\/strong>, symbol of energy efficiency and low environmental impact. And we're not stopping there. With Superstudio Village<\/strong>, we\u2019re aiming even higher\u2014pursuing LEED Platinum<\/strong>, the highest standard for eco-friendly construction, RESET AIR<\/strong>, for constant indoor air quality monitoring, and WiredScore Silver<\/strong>, 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<\/strong> Certifications provide clear and transparent parameters to assess a venue\u2019s concrete commitment to the environment\u2014but that\u2019s not all. It\u2019s 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.<\/p>\n\n\n\n

Superstudio 13<\/h3>\n\n\n\n

In the 1980s, Via Forcella was part of an industrial district in Milan, full of warehouses and artisan workshops.<\/strong>In that productive context, Flavio Lucchini<\/strong> and Gisella Borioli <\/strong>had a vision: transforming those spaces into Superstudio 13<\/strong><\/a>, a place dedicated to creativity. Lucchini called it \u201ca sort of Cinecitt\u00e0 for images,\u201d a space meant for creation, connection, and learning. The goal was fully achieved: the biggest names in fashion have all passed through here.<\/p>\n\n\n\n

But Superstudio 13 wasn\u2019t just one of Milan\u2019s 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.<\/p>\n\n\n\n

Superstudio Pi\u00f9 <\/strong><\/h3>\n\n\n\n

Just a few steps away in the Tortona district lies Superstudio Pi\u00f9 , born from the renovation of an old General Electric factory <\/strong>nasce Superstudio Pi\u00f9<\/strong><\/a>\u2014another 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 CO\u2082<\/strong>, the equivalent emissions of a gasoline car driving around the world 1.200 to 1.600 times.<\/p>\n\n\n\n

With 10,000 square meters of exhibition space, 10 modular rooms, and ceilings up to 11 meters high, Superstudio Pi\u00f9 is the perfect venue for major corporate events in tech, pharma, fashion, art, and design. It\u2019s also the home of our signature event, the Superdesign Show<\/strong><\/a>.
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Uno spazio che mantiene vivo il legame con l\u2019arte e la moda, tratto distintivo dei suoi fondatori, grazie alla presenza al suo interno di due realt\u00e0 uniche. Da un lato la MyOwnGallery<\/strong>, concept gallery for contemporary art, design, fashion, and photography events; and the FLA FlavioLucchiniArt Museum,<\/strong><\/a>, a creative hub, atelier, and nonprofit that celebrates the deep connection between art and fashion.<\/p>\n\n\n\n

Superstudio Maxi<\/h3>\n\n\n\n

A few kilometers away, in Milan\u2019s Barona district<\/strong>, stands Superstudio Maxi<\/strong><\/a>, opened in 2021 and born from the renovation of an old steel factory<\/strong>. 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.<\/p>\n\n\n\n

Key features include:<\/p>\n\n\n\n