From 7 to 17 April 2025, Viero Decoratives will be in the spotlight at the Fuorisalone in Milan, as an exclusive partner of the INTERNI CRE-ACTION exhibition-event with the BE UP installation designed by internationally renowned architect Simone Micheli and set up in the Cortile d’Onore at the Università Statale in Milan. This immersive, visionary experience explores the interplay between matter, space and sustainability, telling the story of the future of hospitality by means of innovative shapes and materials.
Viero Decoratives partner with BE UP – the world of hospitality narrated in an immersive installation
The installation at Fuorisalone was created as a virtual narrative of the project BE UP – where architecture meets infinity – Luxury Mountain Resort in Valbona, Albania: a futuristic and extremely distinctive, high-altitude resort designed by Simone Micheli Architectural Hero. Covering an area of 12 hectares, the resort is a regional work of art, where architecture and nature blend in perfect balance. Three landmark hotels, 80 luxury villas, associated facilities and an innovative hospitality concept create a venue where aesthetics, technology and sustainability interact in the most harmonious way.
At Fuorisalone in Milan, against the backdrop of INTERNI CRE-ACTION, Micheli’s BE UP installation transforms this vision into an iconic, immersive experience. The grandiose, arched portal, constructed in metal and clad with Corten-effect moulded steel coils, treated with ultraviolet photo-catalysis, is complemented by a stoneware floor, two high-performance video walls and micro videos embedded in the skin of the object. Lighting effects, fragrance, sounds and large vases with natural tree species add visual appeal to the installation.
Fuorisalone 2025 – an unmissable event for the world of international design
Fuorisalone in Milan has always been centre stage for avant-garde design and architecture. Viero Decoratives, a byword for the marriage of innovation and tradition in the world of decorative wall finishes, is delighted to be involved in this extraordinary project as a partner. Focus on materials, sustainability and customisation makes Viero Decoratives the ideal partner for large-scale projects such as the one presented by Micheli. Elena Rosellini, Export Marketing Manager at Cromology Italia, remarked: “the partnership with architect Micheli is an extraordinary experience that we are working on with a great deal of enthusiasm. Pooling our expertise in decorative finishes with its innovative vision means we can create high quality projects that truly embody our philosophy of sustainability and customisation. We are thrilled to be contributing to such a meaningful project, which exemplifies the beauty and excellence of design at its best”. Come and experience BE UP at Fuorisalone 2025.
Save The Date. Fuorisalone 2025 events with Viero Decoratives taking part
- 7 April > 2.30 pm: Press Conference, Aula Magna, Università Statale
- 8 April > 6.30 pm: BE UP Inauguration, Cortile d’Onore, Università Statale
- 9 April > 2.00 pm – 6.00 pm: Academy meets industry | changes & presentations, Aula del Senato, Università Statale
