Area-17, also called Brodmann Area-17 or visual cortex, is the area of the brain that collects nerve impulses from the eyes. In this phase the space around us is just a sum of electric charges. Area-17 transforms those impulses into images and allows the brain to feel, explore and react to the surrounding environment. Area-17 is the core of the human visual experience.
Sharing the same cultural background developed at the University of Florence, Area-17 partners joined together to create an international design firm. Founded in Florence in 2004, Area-17 opened its first office in Beijing in 2005. A growing appreciation for the Italian design soon led to the opening of the Shanghai and Hong Kong offices, bringing Area-17 right into the core of the present Asian growth. Currently Area-17 also has an office in Cuenca (Ecuador) and a media-lab in Sassari.
Area-17 is a full service architecture and interior design firm, whose philosophy of work is rooted in the Italian design culture. We proudly pursue the excellence of the Italian design, providing our clients with innovative design solutions, fulfilling their cultural, aesthetic, operational, and marketing objectives. The firm specializes in retail, hospitality and residential environments, with a focus on high-end and luxury sectors.
Stefano holds a Master of Architecture degree from the University of Florence and a Master’s degree in Real Estate from SDA Bocconi School of Management, Italy’s most prestigious business school. Thanks to his curriculum of studies, he worked from 2004 to 2010 for INSO, a leading Italian contractor, where he managed projects for many public health centers, focusing on technology applied to architecture. From 2001 to 2004 he worked as a senior architect at INRES, where he was responsible for several commercial projects for COOP, Italy’s largest retailer. Stefano brings to Area-17 his experience in architectural developments at an urban scale as well as an extensive knowledge of the retail and health-care industries. He is a Registered Architect in Italy.
Raimondo received his Master of Architecture degree from the University of Sassari, and then specialized in timber structures and wood engineering. As the director of the Sassari office, Raimondo manages the developmental phases of projects within Asia and South America and supports the work of the other offices. Deeply skilled in the use and development of computer technologies, he is responsible for Area-17 IT. He is a Registered Architect in Italy.
Paolo is the Director of Area-17 Hong Kong. He has worked in Florence, Paris, New York, and Shanghai. Paolo has been in charge of projects ranging from the interior design of commercial and business spaces to the architectural design of residential and hospitality buildings. Paolo and his works have been featured in many prominent publications. His strengths are vibrant creativity enhanced by an in-depth knowledge of technical details. His detail-oriented approach to design gained him the trust of several luxury brands – among which is Officine Panerai - with whom Area-17 has been consistently working over the past years. Paolo holds a Master of Architecture degree from the University of Florence and he is a Registered Architect in Italy.
Giovanna joined Area-17 as a partner in 2012. She holds a Master of Architecture degree from the University of Naples. After graduating, she moved to Florence where she worked for a world-renowned design firm specializing in high-end residential and retail interiors. Currently, she is based in Hong Kong. Giovanna’s minimalist approach to design comes from the southern Italian-Mediterranean atmosphere that has been an essential part of her life for several years and remains in her memory. Her cultural background, rich in tradition and detail, is an outstanding creative asset for the present day needs of innovative design in Asia. Giovanna is a Registered Architect in Italy.
Francesco received his Master of Architecture degree from the University of Florence and then specialized in sustainability and environmentally friendly solutions at ANAB, the National Association of Bio Architecture. Before joining Area-17, he worked on projects located both in Europe and Asia for internationally renowned brands such as Sixty Group, Sisley, Mark Fairwhale, Daphne, Novo and Huayuan Group. Francesco brings all his experience and passion for architecture and interior design to Area-17. Currently, Francesco is the Director of the Shanghai office, where he aims to strengthen the link between Asian and Italian culture, which drives much of his work.
Francesco specializes in retail architecture and visual branding and has more than 15 years of experience in the retail industry. He joined Area-17 as a partner in spring 2014. From 2011 to 2014 Francesco worked at Steve E. Blatz architect in New York, where oversaw the retail projects of the firm. He was project manager for the award-winning Tiffany&Co. flagship store in SoHo, New York, and the European flagship store on the Champs Élysées, Paris. From 2005 to 2011, Francesco worked as design manager at INRES COOP, where he developed retail concepts for COOP, Italy’s largest retailer. He taught Visual Design at the B.Sc. degree in Industrial Design at the University of Florence from 2004 to 2010 and has frequently been invited to give speeches on retail design issues at public and private institutions. Francesco received his Master of Architecture degree from the University of Florence and he is a Registered Architect in Italy.
Federico’s experience ranges from commercial and business spaces to villas and hotels, focusing on the creative aspects of the architectural process. While based in Italy, he has extensively traveled around the world to oversee the realization of his designs. His works have been published on several international magazines, such as Frame, BOB, and NOVO Magazine as well as in Taschen books. Federico’s creativity extends to product design: among other projects, in 2007 he designed a family of lamps for Danese Milano. Genuinely curious about everything going on in the design world, he shares with Area-17 a cutting-edge knowledge of innovation in the field. Federico holds a Master of Architecture degree from the University of Florence and he is a Registered Architect in Italy.
Enrico is co-founder of Area-17 and currently responsible for the firm’s development in Asia and South America. He lived in China from 2005 to 2013 bringing the excellence of “Made in Italy” to a quickly growing and highly stimulating environment. During these years gained considerable experience in residential architecture as well as in interior design, and an extensive knowledge of the Chinese market, becoming the favorite architect of many among the wealthiest families and developers in China. On the strength of his accomplishments, he moved to Ecuador where he extended his activity to the South-American market as well. Enrico contributed to several international design conferences and promoted architectural installations and exhibitions. He holds a Master of Architecture degree from the University of Florence.
Bruno’s experience as an architect includes projects from the architectural to the urban scale, with a focus on cost planning. He oversaw projects throughout Europe, USA, South America, and Asia, where he was involved in the “Venetian Macau” project. Passionate about both theoretical and practical attributes of architecture, Bruno possesses a deep knowledge of Italian and International building code, which makes him a unique member of Area-17. Right after receiving his Master of Architecture degree from the University of Florence, he taught Descriptive geometry, Technique of architectural survey, and CAD for interior design at several public and private institutions, such as the University of Florence and Palazzo Spinelli in Florence. Bruno is a Registered Architect in Italy.
Andrea is a founding partner of Area-17 and principal of the Beijing office. Having worked in China for over 10 years, he has developed a vast and strong background in architecture – residential and office buildings – as well as in the interior design of commercial spaces, offices, theaters, restaurants and cafes. Currently, he is the trusted architect of one of the wealthiest families in China. The ability to manage projects at different scales originates from his international professional background, which involved various fields of design. Particularly interested in exploring new technologies for sustainable construction, Andrea received his Master of Architecture degree from the University of Florence in 2000 and he is a Registered Architect in Italy.
Vicky Sun is Managing Director of Area-17 Shanghai. She is specialized in business development and client relationship management. Her sales management and leadership skills were trained by Sandler, a renowned American consulting company, she participated trainings to APAC sales teams of international companies like Graco, Intel and more as co-trainer. She gained her 10 years of experience by working for large size companies like Global Fortune 500 and well-structured leading European design material companies. Along with the company’s strong presence in APAC region, Vicky takes Area-17 to a wider international perspective.
Tian Liming is Managing Director of Area-17 Beijing office. She specializes in business development and customer relationship management. She got her IMBA degree in Design Management from the Polytechnic University of Milan. Liming joined Area-17 after ten years of work experience for top-notch Chinese real estate development companies and international architectural firm, being involved in larger urbanistic interventions in Beijing and managing the interplay among Chinese private clients and property development companies. During those times, she gained a profound understanding of the design process as well as an extensive experience in coping with complex organizations. Within the ongoing development of urbanization in China, Tian Liming is focusing on finding new scenarios of interest for architectural intervention, combine synergistically her strong skills with Area-17 design expertise.
Alessandro became associate of Area-17 Beijing after three years he had joined the office. He holds a Master of Architecture and Sustainability Degree from Polytechnic University of Milan and Polytechnic University of Valencia, where he studied for a few years as a part of an international high-educational program. Alessandro has been living and working in China for over 8 years. During this time, he strengthened his professional skills in several architectural fields, from commercial to residential, from healthcare space to workspaces, from F&b to retail. Alessandro matches his growing understanding of Chinese design industry and Asian culture in general with his Italian background: having lived in Milan for most of his young life, he grew breathing design thinking while nourishing his creative inclination, which he is now willing to share to infuse new and great energy to Area-17 Beijing office.
After earning his MBA at FIU in Miami, Fareed has become an entrepreneur with more than 35 years of experience in business development. Living between the USA and the Middle East, he has been able to work across several regions and countries, including Central America. To date, his completed projects include real estate developments, medical care facilities, construction administration projects. With his greatest knowledge of the Middle East, joining Area-17’s team Fereed will aim to further develop the firm’s presence in the area.
Area-17’s multi-disciplinary team manages all aspects of the design process, from conception to construction.
In every project, we draw from our wide experience and unbridled passion to meet our clients’ needs.
We work on a wide range of scales and operate within all sectors, including commercial, hospitality, retail, and residential, from our offices in Italy, Asia and South America.
We understand the importance of expectations and objectives in the design process; we never fail to help our clients achieve their design goals esthetically, functionally, and economically.
We are committed to developing unique and effective solutions for our clients. Area-17’s interior design team works relentlessly to provide clients with a comprehensive design service.We partner with leading Italian furniture brands to integrate their products into our designs. Area-17’s solutions are genuinely “Made in Italy” from conception to realization.
Our creativity is rooted in our Italian background. We have been a part of Italy’s design industry for decades, which enables us to fruitfully translate our original ideas into tangible designs ready for production.
We design limited editions as well as products for industrialization at a large scale, leveraging our understanding of technical aspects and the potential of the Italian manufacturing sector.
We understand the complexity of a retail environment and what it takes to create a successful experiential space.
Our experience comes from years of practice and proprietary research, along with projects carried out for many leading retail companies, for whom we craft unique concepts and deliver effective retail spaces.
Area-17’s consulting services aim to help clients solve critical strategy and operations problems with creative solutions.
We apply our design and technical expertise, consulting on retail strategy, business design, art direction, branding, real estate, and procurement.
We have vast and strong experience in the field that allows us to provide expert leadership from the start of a project to its completion. In past years, we have worked tirelessly to support the expansion of world-renowned brands. Companies such as Officine Panerai, Longchamp, Ermanno Scervino, and Coop have relied on Area-17 for the rollout of their concepts in Asia, Europe, and North America.
In the rollout phase we provide a full spectrum of project management services, including design, construction documents, procurement, and construction administration, in order to ensure a successful delivery, in time and on budget.
We take a holistic approach to address environmental, economic and social challenges. We help our clients build sustainable businesses, identify goals and measure outcomes.
We advise at each step of a project to deliver the best and most suitable solutions in order to turn sustainability into a real competitive advantage.
One of our strengths is the ability to take responsibility for all aspects of a project, including MEP/FA design.
Our in-house engineering team works alongside our architects to craft systems that are fully integrated into the architectural design. We consider this a crucial asset that enhances Area-17’s ability to create innovative designs that actually work.
Area-17 is committed to professional excellence and customer care. Our designers transform worldwide good ideas into great environments, reinventing spaces effectively. A fruitful collaboration with our clients during the whole design process enables us to fully meet their expectations.
