While it's considered an icon now, the building was the subject of protests in the late 1960s for bringing down the tone of the elegant neo-classicist area. Even 15 years ago, when Giorgetti started taking appointments for his new ready-to-wear label MSGM in a studio opposite, it didn't strike him as somewhere he would dream of living.
You have to really love this building to live in this apartment, laughs Giorgetti, joking that he needs to wear a hat and scarf in bed during winter and still wakes up with a frozen face.
I remember the first time I left the showroom and saw these weird towers, he recalls. I liked the London Barbican and I liked some Carlo Scarpa houses and so on, but I was not obsessed with Brutalism like I am now.
After a very fast negotiation, they got the keys in December 2015. Giorgetti credits his close friend, the architect Massimiliano Locatelli, for his education in architecture and Brutalism.
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