Everything is a stage

Everything has the potential of becoming a stage, a show, an emotional experience of pure magic. Magic has the potential of changing our points of view on reality; this way we can try to change our way of thinking and acting towards the future. We fill the gap between the viewer and what they are viewing, through experience engineering and deeply meaningful storytelling.

Key Competences

Architecture
Creative Direction
Events
Scenography
Exhibitions & Cultural Spaces
Brand Experiences
Interiors
Hospitality
Fashion Shows & Retail
Graphic Design
Branding
Urban & Landscape
Product Design

Main Achievements

Guinness World Record
Architizer A+Awards
WAF shortlist
Aga Khan shortlist
AIA

About Us

Giò Forma was founded in 1998 in Milan as a Design, Artist and Architect studio, by Cristiana Picco, Florian Boje and Claudio Santucci.

Giò Forma is a multidisciplinary studio working across architecture, art, creative direction, event and experiential design.

The studio develop projects for cultural institutions, luxury brands, hospitality destinations and live entertainment worldwide. Its practice spans buildings and landscapes, exhibitions and installations, fashion shows, concerts, opera and large-scale events.

Storytelling connects these different disciplines. Each project translates the identity of a place, a brand or a performance into a spatial and visual language, shaping how people move, gather and experience their surroundings. Architecture, scenography and communication become part of the same creative process.

Giò Forma’s architectural work includes Maraya Concert Hall in AlUla, recognised by Guinness World Records as the world’s largest mirrored building, and The Chedi Hegra. Its cultural projects include Design Space AlUla and the exhibition design for the inaugural Islamic Arts Biennale in Jeddah. Across Saudi Arabia, the wider GCC region and beyond, the studio develops hospitality, cultural and masterplanning projects in dialogue with local landscapes and identities.

In the fashion industry, the studio has collaborated with leading luxury brands such as Gucci, Giorgio Armani, Versace, and Bvlgari, designing runway sets, windows display and interiors for pop-up stores. Projects for Cartier, Campari and Aperol explore how brand narratives can take physical form through design, atmosphere and shared experience. The studio’s work also encompasses automotive launches for Ferrari and Lamborghini.

Music and theatre are central to the studio’s practice. Giò Forma has developed stage designs and artistic direction for artists including Vasco Rossi, Cesare Cremonini, Tiziano Ferro and Marco Mengoni, alongside international live events such as MTV Malta.

Its opera scenography has appeared at Teatro alla Scala, the Bolshoi Theatre and the Sydney Opera House. Large-scale productions include the Tree of Life at Expo Milano 2015 and stage design for the Closing Ceremony of the Milano Cortina 2026 Olympic Winter Games and the Opening Ceremony of the Milano Cortina 2026 Paralympic Winter Games.

Across every scale, from an intimate installation to a collective celebration, Giò Forma brings creative vision and spatial design together to give stories a physical presence.