photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

BOSCOLO Exedra Hotel in Milan
text by Marcia Argyriades for Yatzer

The ultimate city of fashion, art, architecture and design welcomes Boscolo Exedra Milano.  Located in a building which dates back to the 1920’s in premises which were formerly occupied by a bank and after one year of hard work and 150 million Euro on renovations the brand new Boscolo Exedra Hotel // Milano runs over a surface area of 15,000 square meters.  All of the Boscolo Hotels respect for architecture as each one has been established following renovation work on historical buildings, a distinctive trait, that has made it a true mission for the company to restore the heritage of architecture and buildings.

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

Milano Boscolo Exedra belongs to the Boscolo Division Group of Hotels; it is the seventh five star hotel of the Boscolo chain of Hotels.  It hosts 154 rooms which are categorized as follows:  84 superior rooms, 52 deluxe rooms, eight junior suites, and seven suites, three presidential suites.    It also includes three restaurants a “champagnerie” and the original “lambruscheria”, concept SPA Suisse, and four sale convention centers with stunning views looking out on the Duomo. 

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

The opening of the five star urban Hotel aims at defining
the new concept in hotels that are “open to the city.”

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

The Hotel has been envisioned as the ultimate meeting place and communication center for the inhabitants of Milan.  With top notch services, to the finest wining and dining open 24 hours a day, and from the sanctuary concept Spa, right down to the area destined for displays and art exhibitions.  It is positioned at the top end of the market due to its exquisite design, services, facilities, but most of all due to its hospitality concept that is at the origin of its conception. The result is an ideal blend between innovation and tradition, and is distinguished by its strong Italian identity and undertones: from the company of architects to the construction elements, to the furniture and finishes, which are all symbols of excellence from the Italian country.

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

The Boscolo Exedra Milan Hotel is the crop of the visionary and talented Architect Italo Rota, who has completely rethought the building on Corso Matteotti formerly housing IMI Bank.  The shapes, solutions and colors are distinctly unique in the hotel world. There are no two rooms alike in this hotel, signifying the concept of ultimate personalization in service: a stay at the Exedra thus becomes a unique experience for each guest.  Boscolo and Rota’s idea of an “urban hotel” recaptures a long and prestigious tradition in modern Italian and specifically Milanese architecture, which recalls the works of Gio Ponti.  But it is the hotel in general that represents a combination of many aspects of “Made in Italy” excellence in the design, furnishings, technology and materials.

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

Only the finest “Made in Italy” signature products have made it in to this hotel;  Meritalia custom made the furniture that decorates the public areas;  Driade, Artemide, Fontana Arte occupy their unique positions in all rooms and suites with an exceptional guest appearance of the much loved Tom Dixon.  The tone of the hall is set by two gigantic colorful columns // sculptures which are created by Italo Rota and inspired by a Lombard Carnival character, the Harlequin, which is lit up by more than 4,000 LED lights.  The perfect atmosphere is created in this hotel by the “smart” lighting system which automatically changes color and intensity of the lighting according to exterior factors such as time, season, and the weather.  The three restaurants in Exedra are faithfully devoted to Italian food, while the stunning Lambruscheria, a bar where local wines accompany local food, intensify the allure of the “champagnirie.”

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

And where not over yet!  Technology is of vital importance at the Exedra even at the spa!  Where the 600 square meters spa is the biggest in a hotel in Milan and filled with hi-tech gadgetry. The sanctuary’s impressive 15 meter screen replicates moving images while synchronized with lights, sounds and perfumes, according to the principles of aromatherapy and chromo therapy.
It must be a truly amazing experience to stay in this hotel, while stopping in for a day does not sound bad, as that is what it is intended to satisfy.  City living in the most luxurious style right in the center of fashion, arts, and the capital of design which is no other than Milan!

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

Roberto Boscolo Interview
How did the relationship with Architect Rota come about, and how come you decided to entrust the Exedra project to him?
We have known each for many years, as he is a great traveller and also one of our “longstanding” guests. But the collaboration on the Exedra came about in an amusing way. We asked him: “Italo, have you ever designed a hotel”? He answered: “No”. At that point, we said to him: “Then you are the right person for us”.  In the end the project was conceived by two geniuses: Rota, and my father Angelo. Rota for his design and my father, who had already thought everything out as soon as he saw the building.
 
What are the next projects that Boscolo Hotels are working on? Are their other openings expected?
In 2010 we will be opening a new four star hotel again in Milan, with 300 rooms, three restaurants and a conference centre able to accommodate up to 1000 people.
By the end of next year, we should also be opening another five star hotel in Bari, a city representing an important point of reference for the whole of Southern Italy, but which for years has not had any structures aimed at the top end of the market.
Our objective is to create a chain of prestige hotels, in their character and personality, in Italy and in Europe, a series “embassies” of Italian hospitality on an international level.

Italo Rota (left) and Roberto Boscolo (right) // photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

Italo Rota Interview
What relationship do you have with hotels and why did you accept to work on the Boscolo Exedra Milan?
I have always been a great … consumer of hotels seeing that I am always travelling the world for work. This is the first time that I have designed one.
 
What was the basic idea that inspired your work in this case?
The idea of creating a Milanese “city hotel”, something that was actually missing in the city. After Gio Ponti there has been a break with a long and prestigious modernist tradition. This is a pity, because this type of architecture is always current, and today it is still synonymous with ‘Italian design’.

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

What is the concept of the hotel?
My idea is that architectural projects must become places that identify the city. The hotel is a place where cultures come together and meet. This is why the public areas of the hotel are open to everyone and not only the resident guests. In the large capitals of the East, the hotel is a point of reference for the city, not only for those staying there; it is a combination of various activities.
 
What type of relationship is established at the Exedra between the client and the hotel?
I believe that on entering the client will feel like he is on something of a catwalk: he will be received almost like royalty, and a very special one-to-one relationship will be created with the hotel’s staff.  Because the reception is invisible, and therefore it is not the front desk that receives the guest, but a person.  Whoever arrives is in fact pampered, and basically this is what one expects after a day’s work. Or even after intense shopping!

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan

photo ©  Jürgen Eheim
Image Courtesy of Boscolo Exedra Milan