Connections Project

Tangible Branding

We would like to present below the work made by Carolina Fringuelli, Gabriele Loi, Aika Okochi, Andrea Radovix and Eleonora Sciarrone for the exam of the Art Direction course taught at IED Milan (European Institute of Design) in 2014.

The course objectives

The course aims to increase the design freedom by offering to students a working method in which the physical and material aspects are fundamental elements of the project. The goal is to reduce the role of computers in design tool, encouraging the use of different techniques such as paper cutting, anamorphosis, dioramas, light graffiti, etc.

Content of the course

The recent design trends increasingly rejects the "all-digital" design, as it lacks of originality and uniqueness. After a review of the most significant european case histories, the course has proposed a three-dimensional non-digital workshop for the realization of a poster campaign for the Milan Civic Museum of Natural Story and the web site.

Lecturers: Andrea Castelletti and Gabriele Moschin.

Duration of the course: 30 hours

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Milan's Civic Museum of Natural History - Connections

Brief

The goal of the project is to increase the brand awareness of the museum.

The only mandatory was to design and create a physical artefact.

Brand Strategy

We started thinking about what is the role of the museum as a knowledge's place where different themes and sciences are reunited.

According to this idea, we created a parallelism between the museum and the human brain based on the fact that, like the museum, our brain reunites and puts in communication different ideas, thoughts and knowledges. So we built a sculpture of a human head in clay on which we created sundry connections with different materials to represent various themes and natural sciences.

The rectangular structure between the head and its connections is representative of Milan's Civic Museum of Natural History seen from above.

Target: families, Milan's citizens and tourists.

Timing: the installation (3X2,5X3 meters - 9,84X7,84X9,84 ft) would be in the museum during the "Salone del Mobile 2014" week.

Materials: clay, wood, spray paint, plastic, stones, velvet, real feathers, cotton, polystyrene, cinnamon sticks, shells, fake ice, hair extensions, metal screws and bolts.

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Artist: Carolina Fringuelli, Gabriele Loi, Aika Okochi, Andrea Radovix and Eleonora Sciarrone

Copywriting: Gabriele Loi

Graphic Design: Gabriele Loi and Eleonora Sciarrone

Photographer: Gabriele Loi

Videomaker: Eleonora Sciarrone