Creative Reality Studio Pesca Opens Its New Space in the Heart of the Milanese District Paolo Sarpi, with a Project Signed by Set Designer, Stylist and Interior Architect Greta Cevenini

Founded in 2020 by Benedetta Gambino, Studio Pesca is composed of numerous talents that include art direction, content production, graphic design, social media, web development, editorial projects and events, and collaborates with brands of various nature in the food & beverage, fashion, design and luxury sectors

July 2023 is the birth date of Spazio Pesca, a multifunctional location with an exhibition space, office, meeting room, kitchen and photographic studio: a creative hub to host events and projects in collaboration with realities that are diverse but akin. With dinners, workshops, exhibitions, cooking shows, trunk shows, pop-up stores or locations for photo shoots, the space reflects Milan’s contemporary soul becoming an almost, but not completely, blank canvas.

Why Spazio Pesca, today? Summer 2023 marked the third birthday of Studio Pesca and, in celebration of its results, its house was born. Gambino felt it necessary to incorporate the content production side of the work to a photographic studio as well as making Studio Pesca more than what it already is, creating the opportunity to show the multiple creative facets that constitute the soul of the studio. “As a creative studio it is important to express our flair in all areas that accord with our nature, from curating a convivial occasion to forging artistic collaborations”. The end goal was to set-up a creative space for a creative studio that could live off beautiful things. Not just with the activities of the studio, but also with those of realities belonging to various areas, that can recognize themselves in the space and have a nature similar to Studio Pesca’s: an intimate vision reflected in a clean, clear and defined aesthetic enriched by extravagant elements that symbolize the desire to always push a little further.

Benedetta Gambino and Greta Cevenini

The space takes shape from the same assumptions. Paolo Sarpi is the chosen neighborhood as it is one of the liveliest areas of the city while still truthfully representing the Lombard capital, beyond its rapid and great changes. The space is a renovated apartment close to the street with an “old Milan” imprint. Despite the classic-looking box, the premise was to form an out-of-the-ordinary composition: this was also the first demonstration of affinity between Studio Pesca and Greta Cevenini, who discovered and proposed elements that could represent the Studio’s work, aesthetics and wishes. The original thought was to downplay and render the space more energetic, dressing it in a new and unexpected guise. Combinations and alternations of apparently opposite tones, materials and elements live together to narrate Studio and Spazio Pesca. First and foremost, the color that permeates the entrance as well as the exhibition space: a bright and bold acid green that causes disorientation, a reaction of ‘what’s going on and where am I’. All the shades of the paints from the partner Sikkens immediately recall the Studio’s aesthetics; for the common spaces dedicated to events and collaborations, Cevenini opted for full and energetic tones, while for the areas dedicated to the kitchen, office and meeting room, delicate, non-invasive and relaxing colors. The same duality led the choice of materials; cold and interesting elements such as the mirrored metal of the table and stools, these last ones designed by architect Sofia Albrigo, the plastic of the curtains replacing the doors and the acid green enamel finish coexist with the parquet and the warmer and more textural colors of the other walls.

The same logic of differentiation was also adopted for the choice of furnishings; Cevenini selected as partners like-minded brands that could complete the various spaces according to their particular expertise. For example Alias, Cevenini’s “brand of the heart”, and its Spaghetti Chairs, a timeless design that is easily adaptable to diverse environments; or Lapalma, for everything related to office seatings; the island-kitchen by Zerogloss, a strong decorative element as well as a functional one; Vesoi’s lights, adding a clean and not overly decorative graphic. The custom-made furnishings are sculptural and clean shapes that, instead of overloading, dialogue synergistically with the partners’ furnishings; this is for example valid for the meeting room’s white table, designed by Cevenini herself, or the entrance’s steel table. Contributing to the eccentricity feeling, the artwork “Sexy Time in Yellow” by 3TTMAN from Varsi Art&Lab in the exhibition area and the large site-specific installation in the shower space of the bathroom that the designer of floral arrangements Mariachiara Manelli has specifically conceived for the inauguration “My wish was to narrate Studio Pesca and its imagery through the space; considering the nature of the studio’s work, I decided to base this narration on images”, declares Cevenini. An example of this can be found in the meeting room, where a curtain with some of the most important works by Studio Pesca printed upon replaces the classic brainstorming blackboard. It represents a symbol and one of the most significant elements of the project, demonstrating the collaborative approach of the Studio not so much in the process but in the result. Prints of other works permeate the room’s walls throughout the space and, continuing with the same narrative, many of the furnishings chosen recall codes used in set-design.

Thus takes shape a place that is a story of images, speaking of Studio Pesca, bearing the signature of Greta Cevenini and leaving room for others to feel at home. Spazio Pesca offers a new way of conceiving a creative and hybrid location, which can simultaneously serve as an office, think tank, event space and showroom. It is a new interpretation of the relationship between sales and communication, presenting itself as a workplace but also as a temporary showroom in support of emerging brands that can coexist in an akin reality. Spazio Pesca is at once a place of intimacy and a place to and in which to share.

Words: Emily Leung & Nikey Cheng
Photos: Nicolò Panzeri
Published on November 14, 2023