Holden Creative

A STORY, a HISTORY

Creation and execution of a 10 meter long MOODBOARD collecting the elements of the Milanese personality that are behind the hotel’s project and that are core to its concept.

Creation and execution of a 16 page newspaper format magazine SENATO GIORNALE, which shares with the guests the stories behind every aspect of the SHM project, and traces its family history.
Link here

The KEY individuals

Finding the right profile of individual talents to create signature sections of the hotel’s personality.

The FOOD CURATOR. Maddalena Fossati, gastronomy critic and editor-in-chief of Condé Nast's monthly LA CUCINA ITALIANA. The idea was to not collaborate with a hip chef but to present mainly an outstanding product menu and some surprising combinations, signed by a food critic.

The GREEN SCENOGRAPHER: Rosalba Piccinni, a unique eclectic touch in plant and flower composition. She also runs a flower shop and restaurant and is making waves as a jazz singer.

The MUSIC DIRECTOR. First director was Kitten Jam). DJ, Anchor and producer from Sydney, specialised in the Future Soul genre.
The current director is Carlo Pastore, musician, DJ, journalist and director of MiAmi music festival.
He has created for SHM five different playlists for each moment of the day. The Senato Playlists are available for download on Spotify.

Unique EDITIONS and COLLABORATIONS

It’s all in the details!
BESPOKE PIECES designed especially for the hotel. Such as the solid-brass toothbrush holders, the sugar and napkin holders, and the cutlery rests all signed by Alessandro Bianchi, SHM’s architect, in collaboration with BOTTEGA GADDA.

Finding COLLABORATIONS that would lead to unique elements (and media attention). Such were the two series of candle holders created for us by CRISTINA CELESTINO.
The Senato Speaker designed by MONITILLO1980 and the Milan Politecnico University.
A bespoke special Palominio pencil set by FRATELLI BONVINI.

Other partnerships are synergies between SHM and a special treat we can gift our guests. Such is the collaboration with BARBERINO’S CLASSIC ITALIAN BARBER.
Or with fashion brand GOOSE TECH for crafting the Senato Pochette in homage to the hotel's white stone façade.

A unique Film Wall

An in-house production, CINEMA MILANO is the sole video-installation in the hotel. It is an ongoing loop of scenes showing Milan, I had extracted and purposefully re-edited from more than 30 films set in the city from the 50’s to the present day. Projected without sound and in random order (we have our Future Soul Senato playlist on air by the way).

I believe the result is a rather hypnotic Milanese time journey.

The concept and the launch of the first urban FRANCIACORTA BAR, as part of Senato Caffé.

Creation of a partnership with the excellence of Champagne Method made-in-Italy sparkling wines, Franciacorta.

Franciacorta is a DOGC denomination and a consortium, like Champagne in France. But it is not a single brand. Moet or Martini bars being overseen in other hip hotels, something local and superior had to be created.

a PICTURE is worth a thousand words

Art direction and production of ALL THE PHOTOGRAPHY and the WEBSITE

A fundamental aspect of the development and progression of the hotel’s image.
Photos aimed at creating an atmosphere, to be used in the different channels of communication, from press kit to social media.