Merano, 1950. Lives and works in Milan.
Art and architecture, a dialogue that began with the formation of the first studio. PER was the name chosen by the two founders, Ermanno Previdi and Francesco Rienzi, the former an architect the latter a sculptor. The partnership that lasted almost two decades produced, industrial architecture projects, product design projects, and brownfield redevelopment activities. The new millennium brought the PER studio to disband and from its ashes p+p was born. The zero years are for Ermanno Previdi the years in which the new studio begins to dialogue with the world of fashion and luxury and in which contemporary art begins to play a more central role. From this period are the Gucci headquarters for fashion shows (2000), and the creation of the Sergio Rossi factory (2005)-as well as the creation of the installation in Rome by artist Partick Tuttofuoco for ENEL Contemporanea (2007).
Since 2002, the exhibition activity of Spazio Lima also begins, under the guidance of Xing first and then Kaleidoscope. From the 1910s onwards, the activity of renovating historic Milanese buildings occupies an increasing space, an example are the re-functionalization of Palazzo del Toro (2010) and Palazzo Montenapoleone 12 (2013). Relationships with the world of fashion also intensify by realizing various projects including: The Mall Florence (2005), the luxury outlets in Leccio (2013-2017) and The Mall Sanremo (2020). In more recent years, the firm has opened up to retail, ocupying with concept development. Some examples are: the Flagship Store of FLANNELS, London (2019), the store in Meatpacking, New York (2022) and the one in Galleria Vittorio Emanuele, Milan (2023) of the most important brand of the Kering group.
Confirming its interest in art and strong ties with the city of Milan, the firm, which after a recent re-branding is now called pconp, participated in the competition for the Museo del '900 (2021), placing among the finalists.