In 1983 the journalists/publishers Flavio Lucchini and Gisella Borioli, driven by the necessity to provide the city with organized and flexible spaces to meet the needs of the fashion, communication and creative fields, decided to create Superstudio Group. With its two extensive and renowned locations – the historic photographic studios of Superstudio 13 in via Forcella 13, the versatile exhibition and cultural center of Superstudio Più in via Tortona 27 and the new huge Superstudio Maxi in via Moncucco – the Superstudio name has become an engaging part of the city excellences, iconic places rhyming with edginess, innovation, image and quality. In 2001 Superstudio decided to open its spaces to architects, designers and furniture companies during the April Design Week held in the Rho Fair and thanks to its intuition, the entire area later became the great center of the contemporary Tortona Design Week.