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 nhow
hotel Milan Milan, the fashion and style capital. It is one of
those clichés we heard so many times that we ended up taking it
seriously. Nevertheless, those who travel around and have the chance to
see what is going on in other big European cities, or continents, know
this is not true. At least until today.
 As a matter of
fact, also in the dull panorama of Milan something is moving at last.
We are slowly witnessing the opening of new venues and hotels of international-raging
and cosmopolitan taste catering to a select clientele that will surely
appreciate them.
No doubt one of the novelties of this new trend is the luxury, trendy
Nhow Hotel, in via Tortona, Milan: a real "concept" hotel. If
you are somehow familiar with the city you will probably know that this
area, once a working-class area, has recently become the fashion centre
(even if the plans, theoretically, require it to be on the opposite side
of the city). Photographer's studios, model agencies, locations for fashion
shows and the like are already there. But what was missing was a classy
hotel that could meet the needs of those who come to Milan on business
as well as of those who are looking for luxury, trendy and modern venues
where to spend some time. Such clientele is rightly defined as "nomadic
Bohemien luxury generation". Let us also add the adjective "rich",
even though you may have already guessed it.
As it often happens when we come across such novelties we could not help
mentioning it to our readers.
Nhow is one of those hotels that make a startling impression and are
not easily forgotten. Nhow was converted from an old building, probably
one of the many disused factories in the area, and stands out right from
its entrance. A sort of tunnel leading from the street to the lobby, inside
of which show rooms are to be found as well as locations for presentations
and meetings bursting with activity, together with futuristic videos projected
on its concrete walls.
The lobby is spectacular. A huge framed portrait of a model rests almost
accidentally against one of the walls covering it almost entirely. The
lifts are transparent and ultramodern. If you try and look under your
feet before getting into the lobby lift you will be surprised.
 The interior
design is so neat that you get the impression of entering a contemporary
art gallery instead of a hotel lobby in Milan... Do not be scared by the
tables and the chairs. They look like they are made of very hard and painful
stones but if you try them out you will be amazed.
Bars and restaurants surround the lobby forming a well-devised line of
rooms. There is no actual division but adjoining rooms blending into one
another. You can enter one of the show rooms in the building also from
the lobby. Fashion and design, creativity and elegance is the recurring
theme which is taken up in every single detail.
The clientele. Professionals, that is, models, photographers, buyers,
press officers, anyone who gravitates around the fashion world. And then
tourists of a certain kind. During our visit we noticed a huge number
of Asian tourists - a very good sign - as well as businessmen.
 The rooms. Very
neat, almost hidden, and original. You enter them through corridors lighted
by little spots; walls are lead-grey and unexpected lighted corners house
art objects. Inside the rooms also the traditional spaces of a traditional
hotel (but what is traditional in this hotel anyway?) are not what they
should be. They seem studio flats rather than rooms. There are few doors
but many curtains, and booths for the bathrooms as well.
 This research
into new ways to arrange the traditional spaces of a hotel room has actually
shaped one of the concepts of the hotel. The design is so far-fetched
that, as they themselves say, nhow is a hotel of no-design. A paradox
that explains the idea very well. What is new lies side by side with what
is old; contrasts complement each other, opposites blend...
Luxury, design, art and creativity, fashion, trendy people and a bit
of snobbery. Shake well and enjoy it fully, because it is worth it.
nhow hotel, milan via tortona 35
phone:+39024898861
info.nhow@nh-hotels.com
www.nhow-hotels.com
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