The Ten Commandments of a Good Space
We’ve come a long way—from our beginnings as sign designers to gradually expanding our services: contracting for office and production spaces, interior and retail design, and on-site project adaptation. We reflected on the principles that have inspired and continue to guide our work. We wrote them down in black and white and realised that these principles form the basis of our vision.
+ - A Good Space is one you want to return to, even if you don’t know why.
“Always demand from architects an architecture full of human warmth, full of imagination, clear, essential and pure: pure as crystal.”
In the age of online shopping, at least one in two consumers still shops at a physical location. If their experience is positive—if they discover something they didn’t know about and perhaps weren’t even looking for, if they interact with friendly and knowledgeable people, if they get a sense of the values that inspire the brand—then it’s reasonable to expect they’ll return (statistics say this happens in 90% of cases). The first sentence isn’t ours—it’s Gio Ponti’s.
+ - A Good Space is always unique: it knows how to make itself wanted and be found effortlessly.
“Architecture is really about wellbeing. I think that people want to feel good in a space.”
That feeling begins before you even get there. It starts in the search. It starts before knowing the destination—as you enter coordinates into a navigation system, step out of a car or off a bike, and start walking. Good communication and the right flow of information to ensure easy navigation within the space are already acts of architecture. The urban jungle is vividly depicted in Blade Runner’s 2019 Los Angeles—an environment crowded with messages. A clearly visible sign is a vital ingredient in commercial architecture, where being identifiable is not optional but essential.
The first sentence isn’t ours—it’s Zaha Hadid’.
+ - When you enter a Good Space, you leave the outside world behind.
“How is architecture born? From within.” Architecture is always a dialogue between exterior and interior, public and private. But after the pandemic, something changed. Encouraging people to return to normal life means rekindling a desire to leave the house. The boundary between home life and life outside the home has blurred. Companies are designing workplaces shaped around function. Architects seek calming, protective environments where people can feel at home. Outdoor and indoor communication have also become more intertwined, with more points of contact. Lessons learned in one space are now applied in the other. The first sentence isn’t ours—it’s Gio Ponti’s.
+ - The Good Space is a stage where products come to life, along with the values that inspired them.
“Creativity is always rooted in other people’s knowledge; it’s the improvement of something that already exists.”
To captivate someone’s imagination, as every creative knows, you must understand their background, cultural roots, and personal mythology. A space can be many things to different people—even many things at once. A theatre or an opera house. A circus for children. A Formula 1 circuit. A master artisan’s workshop. A library. A restaurant. A mountain peak or a cave. An art gallery. When designing a space, never forget that the most essential ingredient is empathy—the ability to understand perspectives and sensitivities different from your own. The first sentence isn’t ours—it’s Elio Fiorucci’s.
+ - A Good Space erases the boundaries between physical and digital—there is only immersion.
“Architecture is a physical and sensory experience because you go inside it.” Online shopping has trained consumers to interact, respond, navigate, and research. It’s only natural that they now expect to engage remotely even within a physical store. Multichannel retail isn’t just about offering multiple touchpoints—it’s about designing a seamless, integrated experience to show the client that real and online life move in parallel. By this logic, anything that can be photographed and shared on social media becomes part of a never-ending conversation. An immersive experience means embracing both information and emotion within a circumscribed theme and environment. The first sentence isn’t ours—it’s Ettore Sottsass’.
+ - The Good Space speaks to all ages, yet makes each person feel special.
“Beauty can save the world, one person at a time.” Spaces always have a ‘skin’ that invites client engagement through design. But it is more than that. A space is also a way to communicate universally, reaching the most profound layers of human consciousness. A cathedral is a cathedral for everyone. A refuge is a refuge for everyone. A nest is a nest for everyone. A ship is a ship for everyone. We often underestimate the depth and universal emotions that a space can convey. Every action, every architectural decision, generates a reaction. And those who create spaces are responsible for that reaction. The first sentence isn’t ours—it’s Renzo Piano’s.
+ - Il Buono spazio esiste solo se può contare su una progettazione consapevole della luce.
“I think of architecture as a means to filter and soften light.” Light is an indispensable component when designing spaces for human beings. It allows the space to function as intended, which, in many cases, means shaping the quality of human interactions. Light can influence the very ‘feel’ of an environment and its emotional orientation. It can be more dynamic and energetic or more relaxing. More high-tech or more natural. More classic or more innovative. Light is an extraordinary design palette that enables a broad spectrum of solutions. The first sentence isn’t ours—it’s Gae Aulenti’s.
+ - The Good Space has inherited the tradition of style but does not stop at the present: it knows how to engage with the future.
“Technology produces miracles.” Italy is rich in history and culture, with an unparalleled ability to create beauty. However, this heritage should not become an excuse to close the door on new technologies that can bring spaces to life. When we talk about technology, we refer to a range of resources—from QR codes for contactless shopping to robots that clean and manage shelves, from intelligent systems for handling customer data to smart mirrors for trying on clothes. But we also mean a design approach that harnesses light technology to create new visual languages. The first sentence isn’t ours—it’s Alessandro Mendini’s.
+ - Nature, ethics, sustainability: the Good Space always has something to say about the major issues of our time.
“Sustainability is a way of thinking, seeing, and empathising with places.” Sustainable buildings and interiors reduce environmental impact while enhancing the quality of life for those who use them. Material selection, energy efficiency, and lighting design—there is a form of natural comfort that encourages a less invasive, less aggressive, and more respectful use of space. And this idea aligns with all other facets of sustainability—in business, in the pursuit of wellbeing and health, in transportation, in manufacturing, in ethical commitments, and above all, in the care for the environment we will leave to future generations. The first sentence isn’t ours—it’s Mario Cucinella’s.
+ - When you are inside a Good Space, life becomes more interesting and worth exploring.
“Nothing goes out of fashion like fashion.” For years, there has been talk of brand storytelling, experience, and word-of-mouth as if these were newly invented concepts. In reality, these are tools that have been used in commerce since the dawn of time. There is no need to chase every trend like it’s definitive. In ancient Chinese shops, one could find masterpieces of craftsmanship mixed with objects of little value. This was to give buyers the feeling that they had discovered the valuable item themselves and snagged a bargain. We might say that exploration is the soul of commerce. To explore, you need a Good Space. One that, in turn, fosters a rich and rewarding experience.
The first sentence isn’t ours—it’s Bruno Munari’s