Colors — The Survival Guides
Lavori in Corso
The MM Code
Shades of Our Times
The Global Wardrobe
Benetton Group
Manda il 5X1000 a quel Paese
American Portraits
Clothes for Humans
Verde Campus
25 Days
Present Future
The Special Need
Torre Milano
Welcome to Vorland
Climate Change Hurts
The Survival Workshops
Something is Cooking
Project index
Torre Milano

Finding the words for a brand new building complex in the center of Milan.


Role: Copywriter
Client: Impresa Rusconi
Year: 2019

Torre Milano is a 25-storey residential tower in the process of being built in the centre of Milan.

Approached by construction company Impresa Rusconi to help them market the apartments, I worked on the communication strategy, trying to get away from concepts such as emotion and exclusiveness – widely overused by the real estate industry – and focusing instead on the more contemporary values that the tower embodies, such as liveability and inclusiveness.

The core idea was that living in a residential tower today no longer means climbing the social ladder in an attempt to outdo someone else, but rather witnessing and taking part in the organic growth of a community or a city. Following on from this idea, we chose the payoff  La città ti porta in alto, “the city elevates you”.

Copywriter: Lisa Cadamuro
Graphic Design: LS Design