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Maison Moschino

Ball-gown beds, out-of-scale furniture, and a fairy-tale atmosphere characterize the signature Italian fashion brand's ironic and irreverent new hotel.

Over the course of their development, brands do not always maintain their character, especially if the designer/founder who instilled their initial vision moves on, passes on, or the brand is sold. These events can often change the brand's original spirit, image and target audience. This has not been the case for Moschino, the fashion house founded in 1983 by Franco Moschino, a designer of rare talent who died prematurely in 1994. Moschino's long-time collaborator, Rossella Jardini, ensured continuity before taking on the role of creative director in 1994.

Now Moschino takes on hospitality in its own inimitable way. Located between Brera and the Porta Nuova in north-central Milan, the Maison Moschino Hotel occupies the particular building that was the city's first railroad station. Opened in the spring of 2010, the hotel was designed for Hotelphilosophy, a hotel management company with facilities in Venice, Rome and other key resort areas. At the heart of the project was the original idea to commission the interiors from Italy's most ironic and irreverent fashion brand, Moschino.

The hotel is located in the old neoclassical railway station on Viale Monte Grappa 12, which was opened in 1840 on the Milan-Monza. The exterior facades were faithfully restored, while the interior has been fully reinterpreted by Moschino.

Hotelphilospohy commissioned the interiors from Jardini and a team of architects and creative designers including Jo Ann Tan, artistic director for retail image, interiors and special projects. The executive architectural project was prepared by Luca Strada Associati, and commissioned by the building's owner, Allianz Global Investors SGR SpA-Fondo RAS Antares Construction.

Sheep sculptures and poodle-shaped lamps welcome guests at the entrance.

The neoclassical building, dating from 1840, had a number of limitations relating to the architectural structure's original function, as well as the landmark constraints on the vaulted walls and existing windows imposed by the Superintendent of Fine Arts. The narrow and horizontal building shape did not allow for the creation of large halls or rooms. On the entrance floor are the lobby-reception space, bar, and a small event space for up to 15 people. There is also a large outdoor space called Dehor, as well as a restaurant with terrace, Il Clandestino, owned by Moreno Cedroni. The famous chef, with restaurants in Senigallia and on the Portovenero (Conero) beach is known for his Italian-style sushi; his creativity in food preparation and presentation is entirely consistent with the Moschino style.

One part fairy tale and one part joke, the design seeks individualism and lightness. By contrast, the structure's rather neutral envelope is rigorous and practical, from the lobby to the stairs, obtained through the use of few materials.

The common thread that unites the rooms is a fairy tale. Above: the Alice in Wonderland room.

On the lower floor is the gym with spa managed by Culti and on the lower levels are parking areas. A total of 65 rooms occupy more than 4 floors and range among standard, junior, prestige, deluxe and gallery rooms, this last having a loft area with chaise longue or work space. Fun and variety is provided by 16 Moschino-style themes: Alice's Room, Bee Room, Petals Room, Luxury Penthouse, Forest, Sleeping in Eveningwear, Little Red Riding Hood, Sweet Room, Ivy, Wallpapers, Clouds, Gold, Blue, half-Room, Jib and Shadows. In practical terms this translates into eccentric features such as a bed made entirely of evening gowns, mono-colored rooms or rooms papered with decorative wallpaper, furnished with out-of-scale furniture, immersed in the atmosphere of a garden or a forest, surrounded by boxes from an imaginary attic, or even with a wolf in the bed.

Left: the large poodle-shaped lamps at the entrance of the hotel. Right: a detail of the Little Red Riding Hood room.

One part fairy tale and one part joke, the design seeks individualism and lightness. Some of the lighting and furnishings were produced by such companies as Cappellini, Edra, Luceplan, Poltrona Frau, Zanotta, but most are designed by the Moschino staff itself: cloud lamps, clothes, or boots or soft pillows, and, again, animals such as the sheep that greet guests at the entrance. Fans of this genre can purchase them directly from the hotel to furnish their own homes. By contrast, the structure's rather neutral envelope is rigorous and practical, from the lobby to the stairs, obtained through the use of few materials: travertine flooring for public areas and the large scale pleasurable transparency, oak wood planks for the rooms, light-colored paint for the walls, and linear and modern bathrooms.
Cecilia Fabiani

Right: a detail of the Forest room, exhibiting the typical fairy tale motif.

Maison Moschino
Viale Monte Grappa 12, Milan
www.maisonmoschino.com, www.moschino.it

The restaurant Clandestino by chef Moreno Cedroni.

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Maison Moschino

Ball-gown beds, out-of-scale furniture, and a fairy-tale atmosphere characterize the signature Italian fashion brand's ironic and irreverent new hotel.

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