BEFORE AND AFTER Simone Micheli Architectural Hero moves branded lifestyle design from boutique chic to “home of the future” with Boscolo Hotels’ B4 Milano. FORGET ABOUT HOLISTIC. SIMONE MICHELI founder and principal Simone Micheli Architectural Hero 50 boutiquedesign.com APRIL 2013 “Hybridization” may just be the next key word in hotel design. Properties such as Boscolo Hotels’ B4 Milano are breaking new ground by fusing big-brand functionality with lifestyle appeal and provocative styling. The result is a chameleon-like destination that can be all things to all markets, from convention travelers to frequent individual travelers (FITs), and from boutique-loving Gen Xers to Baby Boomers who want to stay cool. The integration required for this new generation of hybrids is changing the creative process— even for award-winning firms like Simone Micheli Architectural Hero, the visionary minds behind B4 Milano’s futuristic interiors. For example, Angelo Boscolo, president of Boscolo Hotels, wanted the newest member M A U R I Z I O M A R C AT O BY MARY SCOVIAKhttp://www.boutiquedesign.com