Why Plush…?

They are more than just places where life happens – locations are frames of reference for culture, containers of context for perception, real-world stages for stories to unfold and take shape.

We also believe that beauty is in the eye of the beholder – mostly fading with time. What we care about is character, which persists, adapts, develops, and renews.

In building our portfolio, we attempt to express these beliefs. We seek the beauti­ful as much as the quirky, the lavish but also the minimal, the exclusive as well as the humble.

Per noi, Plush è tutto questo. Plush è vero lusso, ma anche semplice eleganza. Il peluche è sia un privilegio che una necessità. Il peluche è uno spazio delimitato, plasmato e toccato in modo creativo, che a sua volta ispira e potenzia la creatività in modi sempre nuovi.

Il peluche è carattere, plasmato dall'anima.

Our locations and our members form both a collection and a community, serving as cultural network nodes of our time. An international switchboard where creativity meets real estate, and where 2+2 does not always equal four, but seven, eleven — or even 74.