Architecture that Creates and Communicates

By Editorial Staff - 2 May 2025
Estel Group has participated in the project

Not just an architectural idea, but a cultural one. Not only a vision of space, but of the collaborative processes that connect colleagues. It was from this ongoing cross-pollination between fields and disciplines that the new Milan headquarters of Serviceplan Group, dubbed “House of Communication”, was born, leading to a true home for creativity, social interaction, innovation and the digital world. The communications group recently opened its new general HQ in Milan, designed by the 6LAB architecture firm, which also developed the concept. The team had previously designed the group’s first Italian location under the Moving Ideas concept.
Once again, the architects, with the full backing of the company, were guided by a shared philosophy that has been labeled ÜberCreativity. At its core is the belief in creating a constant, dynamic exchange between spaces, people and disciplines – an environment where creativity and collaboration thrive through fluid interaction. Specifically to support this vision and give it spatial form, the designers worked closely with Estel, a brand specializing in contemporary office furnishings, to enhance the working environment through innovation, transparency and flexibility. Glass partitions provide sound insulation while maintaining visual continuity and a sense of openness. For the lounge areas, Shell Lounge armchairs and Kos modular systems – with dual-sided seats and backrests that allow greater freedom of use and movement – encourage informal interaction. In the meeting rooms, the Profilo Tofane and Cristallo chairs were chosen for their blend of ergonomic comfort and understated elegance.
Throughout the various spaces in the headquarters, the design deliberately sought to integrate media, technology, direct human connection and creativity, while encouraging working in-person, hybrid work and general well-being. The new location is considerably larger than the group’s previous offices and combines forward-thinking architecture with state-of-the-art technology to foster interdisciplinarity, which the company sees as the driving force for innovation within the group. What connects all the spaces of the headquarters – and is central to the project’s identity, both inside and out – is the line. On the floor, the line concept is reinforced through an optical pattern, on the ceiling it is reiterated through minimal lighting elements and on the façade, it is found in the rhythm of the glazed surfaces.
Through architecture and design, a new vision of work has taken shape, integrating multiple functions to create a dynamic, stimulating environment designed to foster creativity and collaboration. In other words, technology merges seamlessly with human well-being.

Un’architettura che crea e comunica © Federica Antonelli, courtesy Estel