Istituto Europeo di Design Firenze | 2020

Dissertation Project | 110/110 Cum Laude

For my thesis project, I was given the brief to redesign and reimagine a production of the Opera Turandot by Giacomo Puccini set in Teatro del Giglio. The scope of this branding project extends from advertisment all the way to set design. 

As part of a survey conducted for this project, the results pointed to three main conclusions. Opera, as a field of entertainment, is generally low, there is an increased interest and focus on the female movement, now more than ever, and finally people are more likely to watch an existing opera if it were set in a contemporary setting.

Using the collage aesthetic, I envisioned this opera as my own, changing not only the style, but the story itself. In my depiction, it is not a love story about a princess and her prince. Rather, it is a story about freedom and self discovery. This translates through the interactive stage design, the bursts of animation, and the selective elements that guide you through the narrative. Meant to reach a wider target, the approach aims at a "potential" audience that could resonate with this storyline; a storyline that revolves around Turandot being trapped and her quest to ultimately break free.