New Milan Trade Fair

What used to be an estate of reclaimed brownfields is now hailed as one of the major complexes in Europe, with all of its 2.1 million square feet area dedicated to the recovery of wide urban spaces.

New Milan Trade Fair is a state-of-the-art trade show complex aiming to attract large-scale, world-class conventions. Located at the Rho-Pero district in the city of Milan, it is now considered as one of the largest of its kind in Europe – offering a total exhibition space of 345,000 square meters.

The intrinsic elements of its surrounding landscape inspired the architects to pursue an undulating, sinuous form, eventually turned into reality via a free-form construction of glass and steel.

A series of tree-like, circular columns with two inner branches for roof drainage populate the entire site. Identifying as the central axis of the complex is the “Corso,” a 1,300-meter fluid-like canopy that runs throughout the structure. Defying the traditional conception of canopies, the defining, free-standing structure floats over its adjacent buildings before dramatically draping to the ground in a parabolic vortex fashion. Flat portions feature rhomboidal glazing panes, while its doubly-curved sections showcase triangular panes – eventually achieving its naturally free-form shape.

Juxtaposing its dramatic roof are eight rectangular volumes serving as exhibition halls, orienting them inwards towards the central spine to minimize their expansiveness. Inside, these structures function as auditoriums, exhibition halls, conference rooms, office spaces, meeting halls, cafés, and restaurants. Orange facades facing the canopy are used as demarcation points that define the varied functions of each building.

Considered to be one of the most dramatic points of the New Milan Trade Fair is the main entrance hall located within the Service Center. Officially referred to as the “logo,” a visual spectacle of a glazed canopy resting at ground level sprawls into a 121-feet conical mountain – preparing its guests for the captivating sights they’re about to witness to the rest of the complex.

A tangible testament to the Italians’ capability to host world-class cultural events, New Milan Trade Fair despite its gigantic, undulating waves managed to instill the richness and intimacy of traditional Italian built environments. Through its covered central walkways that blend into the urban landscape, the entire complex transforms from a gigantic, parametric scale into a hotspot of social and cultural activity that can be easily understood and experienced.