Stories of Architecture at the Perspective EU 2025 Forum

How important is storytelling in architecture? To answer this question, a panel discussion at the Perspective 2025 forum in Venice retraced the editorial journey of THE PLAN through the experiences shared by several architecture firms that have collaborated with us over the years, gradually revealing monographs and publications produced together.

This analysis highlights that the ability to tell a story today is not only fundamental but indispensable—a means of giving voice, conveying emotion, and rediscovering one's roots while preserving a strong sense of identity.

Stories of Architecture: Highlights from Perspective EU 2025

Stefano Gri [GEZA Architettura] tells about the docufilm "The Creative Hub", about the Furla headquarters project in Chianti, curated by THE PLAN Media House:

“A film built on the dialogue between us, the architects, and Giovanna Furlanetto (President of Furla). A deep exchange between architecture and the client. This dialogue revolves around two key themes: the first is the relationship with the landscape—the Chianti hills—which we wanted to be visible from every interior space so that those working in the building always feel connected to it. The second, more conceptual, is the idea that the building could embody, architecturally, the very essence of the company and what it does. The film tells this story of balance built through dialogue.”

Serena Bianchi [Busselli Scherer] tells about the book "Bright Minds", featuring the D2 building project at NOI Techpark in Bolzano, curated by THE PLAN Editions:

“Storytelling allowed us to reveal the behind-the-scenes aspects of the project: the choices, the dynamics, and the relationships formed on-site. Even before writing began, we let THE PLAN team experience our buildings firsthand, so they could grasp and convey the authentic emotions and sensations felt in those places.”

Beatrice Gentili [Politecnica] tells about the book "Designing for the Future" and the docufilm "Centro Direzionale Coop Reno", both curated by THE PLAN:

“The storytelling in the book and film doesn’t stem from the individual projects but from the values that define us. We chose to focus on our identity and give a voice to the entire team. Only through understanding ourselves were we truly able to tell this story.”

Michele Zago [Michele Zago Architetti] tells about his monograph "Questione di dettaglio"  curated by THE PLAN Editions:

“This book was our logbook—it helped us understand where we started and how far we’ve come. From the outset, we wanted to include things many architects might prefer not to disclose. The result is an authentic, personal storytelling. The book itself became a project: like a construction site, it required planning, meetings, decisions, and—most importantly—a shared vision.”

Stefano Boninsegna and Andrea Grassi [GLA] tells about the book "The Medelan", focused on the regeneration of the former Unicredit headquarters in Milan, curated by THE PLAN Editions:

“The ability to tell the story of an architectural project has become not just fundamental, but essential. Architecture isn’t just about building—it’s about narrative, evoking stories, and stirring emotions. The Medelan tells the story of Palazzo Broggi, a complex intervention that took five years of recovery and transformation. Today, that building is open to the city—a vibrant, lived-in place. For us, storytelling is about giving voice to the soul of a place, sharing its history, and bringing it to life through narration.”

Gianandrea Barreca [Barreca & La Varra] tells about the monograph "Il superfluo e il necessario. Architetture di Barreca & La Varra" , curated by THE PLAN Editions:

“For us, telling our story was both a retrospective and introspective moment—a chance to reflect on our work beyond the final project outcomes and to highlight what happens behind the scenes. In the book, projects are presented through an original index summarizing the lessons learned from each experience. The book’s title reflects our approach to understanding and practicing architecture.”

Luigi Benatti [TECO+partners] tells about the docufilm "TECO+partners, la sfida del progetto", curated by THE PLAN Media House:

“Creating the docufilm with THE PLAN made us realize how important it is to tell stories—and through them, to tell our own. This process helped us rediscover our roots, often overlooked in daily routines. Laying ourselves bare is necessary not only to better understand ourselves but also to let collaborators relate, understand the story, and feel part of a shared journey. Sharing what lies behind a project—the effort, challenges, decisions—helps build a team united by a common goal.”

Francesco Gori [ESA | Engineering, Management & Sustainability] tells about the docufilm "ESA Engineering, 30 anni di visione e innovazione":

“We wanted to trace the origins of a path that, over the first 30 years, has shaped ESA’s identity. A look back that opens to the future, aiming to strengthen the trust of those who share our vision and continue to believe in the value of our work.”

>>> The Perspective EU 2025 forum in Venice was opened by the opening keynote by Weiss/Manfredi

Photography by Simone Scaravelli