Twin sisters and designers, Elena and Giulia Sella are the founders and creative directors of POSTOLOGY, a creative hub specialized in Exhibitions and Brand experience. After studying Interior Design and Architecture at the Politecnico di Milano and gaining work experience abroad in prominent international studios – Giulia in New York and Elena in São Paulo – they established their base in Milan, the city where they were born and raised, in September 2015. They specialize in creating installations, scenographic displays, and pop-up projects, incorporating social media communication strategies for beauty, fashion, and lifestyle brands, including Lancôme, Atelier Emè, Bombay Sapphire, and Max&Co. In 2021, Elena and Giulia launched their first immersive exhibition, Museum of Dreamers. Following a highly successful initial run in Milan, which attracted 250,000 visitors in just five months, the exhibition quickly expanded to Madrid, Rome, and Paris, where it is currently open at the iconic Carrousel du Louvre, now totaling over one million visitors across Europe. Since then, Elena and Giulia have further specialized in the exhibition world, developing successful case studies such as Candy World Experience, Space Dreamers, and Art of Play, continuously staying at the forefront of the latest technologies and entertainment trends. The different formats share an interactive and surprising approach, designed to captivate both adults and children, transporting them into a magical, dreamlike environment.
What are the biggest challenges you have met in your career?
The biggest challenge we faced in our career was undoubtedly the beginning of our business. Deciding to start an entrepreneurial project requires not only a clear vision but also a great deal of courage. In the beginning, we had to convince ourselves and each other of the validity of our ideas, overcoming uncertainties and believing in our vision with determination. Another significant challenge was the pandemic. When we were confronted with this global crisis, all our projects came to a halt. Specifically, our first immersive exhibition, Museum Dreamers, was scheduled to open in April 2020, but due to the restrictions and uncertainties of that time, we had to postpone it until September 2022. Despite these challenges, we learned to turn difficulties into opportunities, strengthening our vision and commitment to our project. Every obstacle has helped us grow as professionals and as a team!
How was your passion for art and design born?
Our passion for art and design blossomed when we were young. As children, we would spend hours in our bedroom drawing and bringing our ideas to life. It was a moment of pure joy and creativity, where every sheet of paper became a canvas for our imagination. Later, we decided to pursue this passion more formally by enrolling in an art high school. This choice allowed us to deepen our knowledge and refine our skills. After high school, we continued our studies at the Politecnico di Milano: Giulia chose to specialize in Interior Design, while Elena earned a degree in Architecture. We both wanted to carry forward what has always been our calling, transforming our passion for creativity into a career. Every step we took brought us closer to realizing our dreams and contributing to the world of art and design.
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What is your main source of inspiration?
Our passions are multiple and range from travel to contemporary art, from social media trends and to our children. Curiosity is a fundamental element for us; we are always on the lookout for new trends to explore ideas without limits. Participating in fashion events, pop-up store openings, design, and art helps us stay updated on the latest innovations and inspires us in our work. Moreover, our children bring us a fresh perspective on the world, reminding us of the importance of creativity.
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What does art and design mean to you?
For us, art and design are not simply aspects of our work, but represent a true passion. We have a profession where creativity is essential, and we considerourselves extremely fortunate to work in a field that not only excites us but also allows us to express our ideas and visions. Working in a creative environment offers us great satisfaction: seeing our ideas take shape and become reality is a very rewarding process, pushing us to give our best and constantly seek new inspirations. Furthermore, our passion for art and design extends to our free time as well. We are always on the lookout for exhibitions, events, and initiatives that allow us to explore new trends and discover stimulating projects.
Elena and Giulia Sella