Opening a physical space in the Milanese design district. And do it in the middle of the pandemic, when the digital world turns everything online. A counter-current bet that tries to throw the heart beyond the obstacle, imagining futuristic scenarios for that Milanese sector which has always been centered on digital experimentation and on the physical contamination between talents and cultures. Thus was born Hangar21, a hi-tech house for professionals committed to thinking about new digital frontiers.
Space in the name of digital. The idea comes from TMP Group, a Milanese media company founded about ten years ago and specialized in the organization and realization of digital events for international audiences. The company has a team of about thirty professionals with an average age of around thirty. Among the IBM customers, Tim, Red Bull, Cassa Depositi e Prestiti, Coni, Confindustria, Lavazza, L’Oreal, Maserati and Microsoft. “In the midst of the pandemic, we imagined a place that could respond to a concrete need, a structure for digital production that would act as a bridge between creators, companies and the public. It is a physical space that becomes a talent enabler. Hangar21 is the essence of a contemporary, flexible and quality-oriented management strategy that involves the entire production chain in one place », says Davide Maestri, General Manager of TMP Group. The experimentation space of one thousand square meters was created thanks to an investment of about 700,000 euros: it is an evocative location because it is located at number 27 of that via Tortona, a reference in the world of fashion and design. It is a multimedia production house equipped with the most modern technologies: recording rooms for videos and podcasts, streaming control rooms, post-production rooms, sets for photo shoots. And also meeting rooms, a bar and an area for reading and relaxation. «The pandemic has accelerated the revolution in the way people and companies work, communicate and sell. Hangar21 wants to be a concrete answer to the complex historical moment we are experiencing, giving life to a real modern and hybrid home, physical and digital. An innovative and functional space that embodies the Milanese essence of modernity and design, transporting it to a place of concrete freedom », Maestri specifies.
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The hi-tech home of talents. At the heart of the structure is the desire to conceive, produce and distribute digital content. It is the new home for influencers, web creators, artists, musicians and future protagonists of digital communication. An ecosystem to develop new business opportunities. «But that’s not all: it is a production house for companies that understand that the future will not only be physical or only digital, but hybrid. Inside are the latest technologies for the production of major events, television productions, podcasts and digital content. But the space is rich in human capital, with consultants and professionals available to the community », Maestri explains. The inauguration took place last March 8, with associations linked to inclusion and women and the presence of the councilor for labor policies and production activities of the Municipality of Milan Cristina Tajani. «The opening of Hangar21 shows how today in many entrepreneurs, producers and artists the desire to get back into the game and invest in new projects is palpable, after the forced stop of the pandemic, thus actively contributing to the restart from the city. I hope that this new reality will soon become a point of reference for many young artists who want to experience the potential offered by the new digital tools, investigating new artistic and expressive languages », says Tajani. «We want to give relevance to the female world, in a historical moment in which women have been affected by the pandemic. Digital offers new methods and channels of expression that allow greater personal and professional disclosure. For us it is essential to increase the share of women in the Stem professions », concludes Maestri. Thus, in compliance with the protective measures and restrictions in place, the winning recipe passes from live confrontation, even beyond the perpetually lit screens of our smartphones.