Icona Architetti Associati is an architecture and design studio founded in Milan in 2013 by the duo Federica Poggio and Marco Orto. Heir to the modern lesson of the Italian masters of the twentieth century and perfectly aware of the suggestions of the contemporary, Icona claims an immersive approach, at once rigorous and humanistic, to design. At the heart of his playbook is the idea of architecture as dialogic discourse. Icona's projects always originate from a dialogue: human, physical and sensory, with people and contexts. They do not impose an already given grammar on spaces, but build a new one each time, generated and refined together with clients. Icona embraces a wide range of operational scales, from master plan to product design, thanks to a large and elastic network of collaborators. A passion for materials and knowledge of their infinite possibilities is the starting point for many projects. Materials are given a central role, tactile as well as visual: this is the idea of "Icona Touch," a multisensory concept in which optical and haptic come together in a single experience. Passion for materials also means curiosity for unusual combinations and solutions, but above all a great respect for the material and for craftsmanship. The axiom of fluidity is also part of Icona's fundamentals. The possibility of modulating space according to seasons and functions is the method used to create mobile, iridescent and flexible eco-systems. Fluidity as something concrete: not an abstract, disembodied concept, but a tangible design poetics that, together with the ever-present curved line in the designs, symbolizes the true signature of Icona Architetti Associati.

icona architetti

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