IBM Studios open in Porta Nuova

The multinational IT company opens a center in COIMA RES’ building to develop projects on blockchain, big data and industry 4.0 with companies. Interior design project by COIMA Image.


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The Pavilion, designed by architect Michele De Lucchi and acquired in 2018 by COIMA RES, becomes IBM Studios. IBM Italia has chosen this building as a place to position its new hub for the group's innovation in the heart of Porta Nuova and therefore of the hi-tech Milan, set between Microsoft and Amazon headquarters on one side, and Google headquarters on the other. Forty million euro over 9 years: this is IBM's financial commitment.

IBM Studios will be the hub for technological innovation and is set to be its beating heart: a world level environment capable of bringing onto the field the highest level of digital knowledge and fostering collaboration with companies of all types and dimensions, with associations territories, institutions, universities, research centers, developers and students. It will be an open space, welcoming first and foremost the general public, where open innovation will be the primary focus.

Milan, which has beaten out competition from other European cities such as London and Paris, is the place chosen by IBM to create its Studios in Europe: a showcase of possibilities, a way to let people reach out and touch the potential of digital innovation. In an area spanning 4 thousand square meters, additional businesses/activities will develop, involving 2,500 technical specialists. In addition to a more scenographic area open to the public, the "bottega" of innovation featuring maxi-screens and experience rooms with extensive use of virtual and augmented reality, there will also be areas dedicated to specialists, where IBM technicians will develop with companies artificial intelligence or cloud application projects.

«It will be a place for Milan but also for Italy - comments Enrico Cereda, chairman and managing director of IBM Italy – a site that we have selected after having considered another 25 alternatives. Ten million people pass through this square every year, and what we were looking for was just that, a place fostering contact and dialogue, not just a simple office. It was necessary to have an iconic place for people to experience, right on the street level, on a par with artisans’ shops, to gain an understanding of just how important the role of innovation is and to accelerate the development of skills. This opportunity was given to us by COIMA RES ».

"IBM has chosen Piazza Gae Aulenti as its new home for researching and testing new technologies and innovations in the digital world, and we are very proud to welcome them" - commented Manfredi Catella, CEO of COIMA RES. "Porta Nuova reconfirms its status as a hub for innovation that has succeeded in regenerating a disused railway station that had deteriorated over the years, transforming it into a neighborhood that has reaffirmed Italy’s reputation for creating extraordinary cities and attracting the most qualified companies in the worlds of finance, innovation and technology, consultancy and fashion."

The interior design project, by COIMA Image, will entail transforming the Studios into a harmonious, flexible, integrated, sustainable and human space. "IBM Studios are located between the square and the Tree Library. Our idea - highlights Alida Catella, CEO of COIMA Image - aims to link the building with the square and the park, allowing it to communicate with its surrounding context, defining new accessways and visions with regard to the same. The concept starts with an exhibition space in the form of a pathway that is also visible from the outside, a continuous pathway that traverses the spaces of the ground floor, which then rises to the first floor taking us into the immersive room, creating an open and synergistic harmonious and all-encompassing space. The heart of the project is the suspended technological belt/ribbon that may be used from the interior but is also visible from the exterior, a ribbon/belt that encompasses the space, creating a covered square that becomes the heart of storytelling.

An ideal bridge between technology and environment, innovation and sustainability, with the capability of joining these different and essential souls of our time. A place, therefore, destined to face one of the most important challenges of this era: achieving balance between biological and artificial intelligence.