It's Architecture Platform Launches with Hybrid Approach

The architecture platform It's was founded in summer 2016 by a group of professionals aiming to break the self-referential nature of the profession through cross-disciplinary contamination. The team recently completed a project for Bang & Olufsen with video artist Luca Scarsella at Marta Sala Editions in Milan, designing an interactive space envisioning the future home as flexible, hyper-connected, and nature-oriented. They are collaborating with Net Engineering on new mobility models for Lombardy, with J&A Consultants and UCI Cinema to reshape cinema spaces, and have launched the startup Parallel Digital focusing on BIM. Projects include digitalizing an Amazon logistics center near Rome with Jacob Engineering and Entec, and two metro stations in Doha with One Works. The team operates across multiple cities using digital sharing tools while maintaining physical practices like image walls. Their Paris office is in a business incubator. In Rome, they are developing a creative hub in Via Pettinengo near Tiburtina station, a zero-energy wooden structure opening June 2017, and working with sound artist Jacopo Carreras on a sonic map of Rome with support from Politecnico di Torino's incubator.