DARSENA LIVING MAD MEN – Build to Rent Milan
When space allows storytelling
While compact apartments demand precision, larger units invite narrative.
For Darsena Living’s three-bedroom and four-bedroom apartments, we created Mad Men—a concept inspired by 1960s Manhattan elegance, reimagined for contemporary Build to Rent Milan living.
Kervis SGR acquired an entire building in Porta Ticinese with a vision: transform over 70 apartments into a comprehensive Build to Rent development. Our role as interior designers and art directors was creating distinct concepts for different typologies. While Modulor addressed studios and one-bedrooms through proportional efficiency, Mad Men explores what becomes possible when square meters expand.
Trilocali and quadrilocali—three and four-bedroom apartments—offer space for layered design. Room for statement pieces. Freedom to create atmosphere through materials, lighting, and bold color choices. Moreover, these larger units target a different resident profile: families, executives, long-term renters seeking homes rather than crash pads.
The Mad Men aesthetic for spacious apartments
The celebrated TV series wasn’t just our inspiration—it was our creative filter.
1960s New York represented a moment when design had swagger. Confidence. Personality. Interiors weren’t neutral backgrounds; they were characters in the story of how you lived. For Build to Rent design targeting premium renters, this resonated perfectly.
We translated that era’s elegance into contemporary apartments through vintage elements given modern clarity. Dark wood finishes that add gravitas without darkness. Velvet fabrics that signal luxury without pomposity. Carefully curated designer pieces that elevate spaces without overwhelming them. Soft, layered lighting that transforms atmosphere from morning to evening.
The result? Apartments between 80-120 sqm that feel deliberately sophisticated, not accidentally decorated.
Design strategies for three and four-bedroom apartments
Our Mad Men concept for Darsena Living’s larger apartments leverages spatial generosity.
Statement furniture – Larger rooms accommodate pieces with presence. Substantial sofas. Dramatic dining tables. Accent chairs that become focal points. In trilocali and quadrilocali, furniture can make declarations rather than apologize for existing.
Zoning through design – Multiple rooms allow creating distinct characters. The living room channels 1960s cocktail culture. Bedrooms feel more restrained. The dining area bridges both. Each space has identity while maintaining overall coherence.
Material richness – Where Modulor prioritizes visual continuity, Mad Men celebrates material variety. Wood meets brass. Velvet contrasts with leather. Stone anchors textile softness. Consequently, these apartments feel texturally complex and visually engaging.
Bold color strategy – This is where Mad Men diverges most dramatically from Modulor’s restraint. Deep greens. Rich burgundies. Warm cognac tones. Colors don’t just accent—they define spaces. They create emotion. They tell the story of who might live here.
Designer lighting – Period-inspired fixtures with contemporary function. Sculptural pendants. Arc floor lamps reminiscent of Arco classics. Table lamps that double as objects. Lighting isn’t just illumination; it’s atmosphere architecture.
Curated accessories – Larger apartments justify—and require—thoughtful styling. Art. Books. Objects. These elements transform designed spaces into lived environments.
Build to Rent design for premium segments
Three and four-bedroom apartments represent the premium tier in most Build to Rent Milan portfolios. Therefore, design must justify higher rental rates while maintaining investment discipline.
Mad Men achieves this through perceived value multiplication. Quality materials signal care. Bold design choices create Instagram-worthy moments that market themselves. Spatial sophistication attracts longer tenancies and higher-quality residents.
Located in Porta Ticinese, these larger units target Milan’s premium rental market: relocating executives, growing families, international professionals seeking quality long-term housing. The design had to work on digital platforms while delivering substance when experienced physically.
The power of narrative in residential design
If you’re developing Build to Rent projects with significant large-unit inventory, VANDA brings expertise in creating apartments that transcend functional housing and become desirable homes.
We understand that spacious apartments aren’t just bigger—they’re different. Rather, they invite storytelling. They allow personality. They reward bold creative choices that would overwhelm compact spaces.
Darsena Living Mad Men proves that Build to Rent design can deliver both investment performance and genuine design distinction when square meters permit narrative ambition.
Darsena Living Mad Men, Milano
Client: Kervis SGR
Interior Design & Art Direction: Valentina Elmiger, VANDA Designers
Typology: Three and four-bedroom apartments
Concept: Mad Men – 1960s elegance reimagined
Scope: Build to Rent development, Porta Ticinese
View the Modulor concept for compact apartments
Modulor Concept: Build to Rent Milan Studios | VANDA
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