This isn’t just a hotel: it’s a gathering point, a crossroads. A lively address teeming with Milanese, globetrotters, managers, creatives, designers, artists, influencers, and models. A curious urban fauna that electrifies the atmosphere even on what should, in theory, be a mundane Monday. And now, with the Sanremo Festival approaching, the hotel transforms into yet another pop-infused scene: a giant screen, cozy sofas, the iconic heart-shaped Lov chairs by Adrenalina, contemporary artworks scattered throughout, and that shared-evening vibe that makes you want to linger, comment, laugh, sing (even off-key), and stay out late. All with disarming ease, as if it’s the most natural thing in the world. In reality, this knack for reinvention is nhow’s calling card. Thanks to expansive, modular spaces and a deliberately open-minded creativity, the hotel remains a multitasking, unpredictable venue, the perfect ambassador for the Tortona Design District, effortlessly wedged between fashion showrooms and design factories. Its very story is a manifesto: nhow was born from the conversion of the historic General Electric headquarters into a model of unconventional hospitality. Architect Daniele Beretta brought the vision to life, while South Tyrolean designer Matteo Thun - father of the iconic Miss Illy espresso cup and creator of the tower complex at number 37 - curated the interiors. The aim was never just to make a beautiful four-star hotel, but a place to actually live. And the goal was unquestionably achieved. A crossroads for events and encounters from lobby to rooftop, and a go-to outpost during Milan Design Week, nhow offers 244 colourful rooms and suites, furnished with flair and original choices - like the bathtub placed in front of the bed rather than the bathroom, a detail that splits humanity in two: those who love it, and those who pretend to hate it, yet can’t resist photographing it. Then there are the social spaces: a bar and lounge designed by Karim Rashid, another longtime Superstudio collaborator; a rooftop with a suspended pool and sweeping city views; a gourmet restaurant. But the real story isn’t the list of amenities - it’s the sparkling, dynamic energy that fills every corner: an entrance tunnel conceived like a runway, corridors as installations, lobby as gallery, eclectic rooms hosting new exhibitions every six months, furnishings that play with light, colour, and irony, juxtaposing design pieces like Jacopo Foggini chandeliers with contemporary art, clever details, and unexpected combinations. The result isn’t a typical luxury hotel that merely hosts visitors. It’s an urban-style, socially charged hotel that provokes, entertains, and inspires.

nhow Milano
Via Tortona 35, Milano 
www.nhow-hotels.com