ARTFEED — Contemporary Art Intelligence

Open call for visual identity of Milan's new Piazzale Loreto

architecture-design · 2026-04-27

Nhood, a company specializing in real estate services and consulting, has issued an open invitation to graphic studios, branding firms, and communication agencies located in the Loreto area. They are seeking to develop the visual identity and unified image for LOC – Loreto Open Community. This initiative is part of the C40 Reinventing Cities project, awarded by the Municipality of Milan in collaboration with C40, aiming to revitalize Piazzale Loreto into a vibrant green square, symbolizing the Milan-Cortina 2026 Olympics. The LOC project team comprises various organizations, including Ceetrus Nhood and Siemens. The square will incorporate tall trees to reduce heat and CO2, alongside digital energy monitoring technologies. Professionals from specific urban identity areas must submit their proposals by March 18, 2022, to be considered for collaboration.

Key facts

  • Nhood launched a call for ideas for the visual identity of LOC – Loreto Open Community.
  • The call is open to graphic studios, communication agencies, and branding firms based in the Loreto area.
  • LOC won the international C40 Reinventing Cities tender for the urban regeneration of Piazzale Loreto.
  • Piazzale Loreto will be transformed into a green square and become a symbol of the Milan-Cortina 2026 Olympics.
  • The multidisciplinary team includes Ceetrus Nhood, Arcadis Italia, Metrogramma Milano, Mobility In Chain, Studio Andrea Caputo, LAND, Squadrati, Temporiuso, FROM, IGP Decaux, Siemens, Helexia, Alchema CO+FABB, Miage, and Starching.
  • The square will feature tall trees to mitigate the heat island effect and absorb CO2.
  • Digital technologies will monitor energy parameters and an app will facilitate access to services.
  • Deadline for submissions is March 18, 2022.

Entities

Institutions

  • Nhood
  • Ceetrus Nhood
  • Arcadis Italia
  • Metrogramma Milano
  • Mobility In Chain
  • Studio Andrea Caputo
  • LAND
  • Squadrati
  • Temporiuso
  • FROM
  • IGP Decaux
  • Siemens
  • Helexia
  • Alchema CO+FABB
  • Miage
  • Starching
  • Comune di Milano
  • C40
  • Artribune

Locations

  • Milan
  • Italy
  • Piazzale Loreto
  • Corso Buenos Aires
  • Viale Monza
  • Via Padova
  • Stazione Centrale – Ponte Seveso (NIL 10)
  • Padova – Turro – Crescenzago (NIL 19)
  • Loreto – Casoretto – NoLo (NIL 20)
  • Buenos Aires – Porta Venezia – Porta Monforte (NIL 21)
  • Città studi (NIL 22)
  • Turin

Sources