In 2004, Generali win the tender for the redevelopment of the parade group that used to host the pavilions of the Milanese Fiera Campionaria. The new project, called CityLife, is dominated by the presence of three towers: the Twisted, the Straight and the Curved. The Twisted, created by architect Zaha Hadid, has been renamed Generali Tower, and has recently become the headquarters of the Company in Milan.