Deodato Group x EuroMilano

An exemplary case of integration between art, business, and urban development

When art becomes part of the architectural and social design of a neighborhood, it contributes to redefining how people live in and perceive spaces.

This is the shared vision behind the collaboration between Deodato Group and EuroMilano—a multi-year partnership that has transformed UpTown, Italy’s first smart district, into a living laboratory where contemporary art, sustainability, and urban innovation converge.

The project received national recognition with a Special Mention “Contemporary Art + Business” at the CULTURA + IMPRESA Award 2025, the most authoritative Italian accolade dedicated to outstanding synergies between the cultural and business sectors.

UpTown Luogo d’Arte: A New Paradigm for Urban Living

The UpTown Luogo d’Arte program, developed by Deodato Group in collaboration with EuroMilano, introduced art into the real estate development process in a structural and integrated way.

It was born from a three-year protocol with clear objectives: to bring art outside of traditional venues and make it part of people’s everyday lives.

The interventions were carried out on multiple levels:

• Artworks included in building specifications, allowing residents to personalize their homes with curated art elements—making every space a unique expression of identity.
• Permanent installations in common areas and amenities (such as lobbies, coworking spaces, playgrounds, and green areas), designed to foster continuous interaction between residents and cultural content.
• Outdoor murals and public artworks, transforming the entire district into an open-air urban museum.
• Digital and phygital experimentation, including the use of NFTs and smart home technologies, extending the aesthetic experience into the technological dimension of smart living.
  
  

Arte in Cantiere: Creativity Meets Architecture in Real Time

Among the most emblematic initiatives, the Arte in Cantiere project opened the construction site of Feel UpTown to the public and to artists for four consecutive weekends.

Artists Mr. Savethewall and Tomoko Nagao performed live art sessions, creating works with recycled materials and natural inspirations.

These works, later installed inside the residential buildings, made the construction process itself a part of the neighborhood’s cultural journey.

An Awarded and Replicable Model

The recognition, presented on July 3, 2025 at Palazzo Edison in Milan by the CULTURA + IMPRESA Award Committee (promoted by Federculture and The Round Table), highlighted the strategic value of the project.

The Special Mention was awarded for the project’s ability to:

• Create shared value between culture, territory, and business;

• Innovate the relationship between urban planning and artistic language;

• Deliver a visible and lasting impact on the local community.

UpTown Luogo d’Arte is now considered a model of contemporary corporate culture, where art is not just decorative, but a living and integrated cultural infrastructure.

A Forward-Looking Approach

For Deodato Group, this experience is a concrete example of how involving art from the early stages of urban design can generate new forms of value.

The approach developed with EuroMilano is replicable in residential, corporate, and institutional contexts—both in Italy and abroad.

We don’t just bring art where it’s missing. We build it together.

To discover how to apply this model to your real estate, business, or cultural project, contact our team.

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