Spazio Maiocchi is a prime case study in branding. Founded by Carhartt WIP and Slam Jam, the central Milan venue brings together fashion, art and design with exhibition spaces curated by Kaleidoscope. But the cultural space isn’t just a cultural space: it’s a ‘cross-disciplinary ideas aggregator’. And its new entry point Artifact – a display platform designed by Gonzalez Haase AAS – isn’t just a gallery of works: it’s a ‘display for ideas’.

The building itself is a 1000-sq-m location in Porta Venezia which was renovated and given its present function by interdisciplinary firm Andrea Caputo. Gonzalez Haase’s add-on serves as a reception area and museum store, but also a gallery space for events. Spazio Maiocchi, since its 2017 inception, has hosted exhibitions from artists such as Anna Uddenburg and Timur Si-Qin, public talks by the likes of Virgil Abloh and brand presentations from labels Telfar and Cav Empt. Artifact was conceived to bolster this cultural programming, ‘proposing a new and more dynamic role for today’s cultural institutions,’ according to a spokesperson.

A minimalist display unit inspired by classification and museology is the core of the space. Called Platform, the steel-grid element is defined by a cascading visual effect, supported by two horizontally aligned plates and two vertically aligned. This construction makes for a multi-use solution that can effectively accommodate a variety of uses. Electric wires, network, video and data hardware are left exposed, referencing a central nervous system.

Munich-based art direction studio Bureau Borsche developed the corporate identity and typeface for Artifact, referencing Gonzalez Haase’s architectural work. These visual elements come together with the interiors to immerse visitors in the curated cultural sphere of Spazio Maiocchi.