About Us


37100 is a hallmark of the very best of Italian master craftsmanship at the service of architecture and interior design.

All our projects are built by master craftsmen from Verona and Trentino-Alto Adige, and are branded 37100, the postcode of the city of Verona where we are headquartered.
37100 branded structures include newly-built and refurbished homes, shops, restaurants as well as museums and exhibition halls, and each one serves as a showcase of Italian excellence in craftsmanship, design and architecture.

Sergio Rocca, the brains behind the brand, invites clients to become deeply involved in design projects, so that every architectural creation authentically reflects the client's personal lifestyle.
Each client is led on a tour to personally meet the master craftsmen who, over a century-long of tradition, have cloaked their workmanship with all the dignity of a full-fledged art form. As a result, each client gains insight into the sacrifice and sweat that goes into the creations of these highly skilled craftsmen, without whom Italian design would remain nothing more than interesting drawings and scribbling on paper.





'As architects, designers and craftsmen we do not operate on a first-come, first-served basis, but insist on forging close personal relationships with our clients so that they become fully familiar with our work and understand what we seek to express through our art. As a result, we serve, foremost, as personal tour guides, leading clients through an emotional journey of discovery, and it is only at a later stage, that we breathe life into the ideas that finally become tailor-made, customized homes.'






Construction is entrusted to a family of master builders located in Verona's Lessinia highlands. Specialist technicians are tasked with the installation of technical plant, plumbing and utility lines and connections. The resulting synergy produces particularly satisfying results and dramatically reduces times to completion.




Finishing touches to the decor and interior design are carried out by the craftsmen grouped under the 37100 umbrella, who work hand in hand with the master builders.



  • Made-to-measure fixtures and furniture, the very best traditional master craftsmanship at the service of interior design;
  • Wall finishing. Traditional lime putty (spatulated), resins and wallpaper;
  • Plasterboard and scenic decorations;
  • Waterproof upholstery, with sofas and armchairs covered in leather or fabric;
  • Traditional handcrafted wrought ironwork;
  • Handcrafted copper and bronze motifs on lamps and accessories;
  • Handcrafted marble work;
  • Restoration of antique furniture.
  • Laying of wooden, marble and ceramic flooring;
  • Mosaic.




The hidden secrets of Verona – a UNESCO World Heritage City – and other Italian landscapes of unparalleled beauty are laid bare to our clients as they gain insight into the lives and work of the master craftsmen who have honed their timeless skills in these parts.

By building personal relationships with the master craftsmen whose technical expertise lies at the heart of the 37100 brand, our clients acquire a deep understanding of the art, history and culture of Italy, and above all, the traditions and skills ranging from its urban areas to the mountainous Alpine region. The conceptual soul of each project, designed to reflect its owner's personal tastes and lifestyle, is thus forged through a close collaborative partnership between clients and craftsmen.

Sergio Rocca, a free climbing enthusiast with an in-depth knowledge of Alpine regions and mountain communities, personally accompanies each client along a unique voyage of discovery.

All clients acquire first-hand experience of the Dolomites and become familiar with mountain shepherds, sculptors, peasants, woodcraftsmen, ironsmiths, weavers, cattle-breeders, dairymen, woodcutters, painters, and Alpine guides who, through their lifestyles, protect the local habitats, environment and breathtaking landscapes in which they live.

To design and build a mountain home with Sergio Rocca is, therefore, no ordinary undertaking, and requires deep commitment on the part of the client whose collaboration will be amply rewarded with personalized, tailor-made interiors exuding the muted, tasteful elegance that distinguishes all 37100 branded designs.



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