PROJECT INFO
Client ITA Airways
Designer/architect Robilant
Completion date July 2025
Size 87.2㎡
Robilant, the strategic global branding and design firm, has unveiled its latest immersive branded environment: the Runway Lounge for ITA Airways at Milan Linate Airport.
Rather than a neutral holding space, the Runway Lounge extends the visual language of the runway directly into the terminal.
At the core of the space is an installation: a quiet room built from the fuselage of a retired aircraft, a centrepiece that grounds the space in ITA Airways’ aviation legacy.
The rest of the lounge is furnished with pieces from Italian design houses. Selected not only for form and function but for their cultural resonance, Robilant curated every element –materials, lighting and layout—to reinforce a story of craftsmanship, national pride and refined hospitality.
Designed as a multi-use environment, the Runway Lounge doubles as a venue for events, press conferences, fashion shows, and cultural moments. It reflects Milan’s role as a global hub for creativity, design and exchange—positioning ITA Airways not just as a carrier, but as a cultural ambassador.
The project is part of Robilant’s long-standing expertise in designing branded spaces and airport environments — from Alitalia lounges to MyChef formats and Ferrari Spazio Bollicine wine bars. In every project, the company says its mission remains the same: to transform space into an extension of the brand, generating cultural, identity and economic value – an integrated vision that fuses architecture, design and brand strategy.
‘Designing for a brand means building a world people can step into,’ says Roger Botti, CEO of Robilant. ‘With the Runway Lounge, we turned ITA Airways’ identity into a spatial narrative – one that invites travellers to feel the brand before they even board their flight. Through architectural expression, the space is an invitation to view travel in its entirety, in a seamless and immersive way.’
