About Us

Everything is a stage

Everything has the potential of becoming a stage, a show, an emotional experience of pure magic. Magic has the potential of changing our points of view on reality; this way we can try to change our way of thinking and acting towards the future. We fill the gap between the viewer and what they are viewing, through experience engineering and deeply meaningful storytelling.

Giò Forma was founded in 1998 in Milan as a Design, Artist and Architect studio, by Cristiana Picco, Florian Boje and Claudio Santucci.

Founded in 1998 in Milan by Cristiana Picco, Florian Boje, and Claudio Santucci, Giò Forma is a renowned design, art, and architecture studio known for creating iconic projects in architecture, urban landscapes, stage design, theatrical experiences, and global events.

Driven by a bold and passionate multidisciplinary team, the studio is dedicated to crafting innovative experiences and unforgettable narratives.

Giò Forma champions creative culture and design thinking across various industries, including culture, leisure, hospitality, fashion, design, and entertainment.

The studio is engaged in international projects spanning from Saudi Arabia to Vietnam, designing landmark architecture and immersive experiences for art, culture, set design, opera, and tourism.

Among its most notable achievements is its contribution to Expo 2015 in Milan, where it led the creative direction and design of the iconic Tree of Life and the Italian Pavilion, both internationally acclaimed.

In architecture, Giò Forma designed the Maraya Concert Hall in Saudi Arabia, which holds the Guinness World Record as the largest mirrored building. Other significant projects include the AlUla Design Gallery, the First Islamic Art Biennale in Jeddah, The Chedi Hotel in Hegra, as well as various hospitality and masterplan projects across the GCC region and beyond.

In the fashion industry, the studio has collaborated with leading luxury brands such as Gucci, Giorgio Armani, Versace, and Bvlgari, designing runway sets, windows display and interiors for pop-up stores.

The studio has also managed set design for major worldwide stages like MTV Malta and artistic direction for the tours of major Italian artists, including Vasco Rossi, Cesare Cremonini, Tiziano Ferro and Marco Mengoni among others.

Giò Forma's work extends to opera, with set designs featured in prestigious venues such as La Scala (Milan), where the studio has designed four premiere productions, The Bolshoi Theatre (Moscow), the Sydney Opera House (Australia), and D Hall at COEX in Seoul (Korea).

Additionally, Giò Forma has created set designs for major brand events such as Campari and Aperol, as well as the acclaimed Cartier Pavilion at Milan Design Week 2018.

For over two decades, Giò Forma has contributed to set design for live and pre-recorded productions, large-scale events — including the stage for the Closing Ceremony of the Winter Olympic Games Milano Cortina 2026 and the Opening Ceremony of the Winter Paralympic Games Milano Cortina 2026 — as well as automotive launches for brands such as Ferrari and Lamborghini.

Immerse yourself in a world where design, art, and architecture merge to create unforgettable experiences. At Giò Forma, we transform ideas into breathtaking realities, crafting spaces that inspire, engage, and redefine the boundaries of storytelling. Whether it's a landmark building, an immersive stage, or an awe-inspiring event, we remind people of the magic that surrounds us.