ROMA ADDOSSO / BURRO STUDIO

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ROMA ADDOSSO/

BURRO STUDIO

San Lorenzo - Concept Scarf Design

In 2018 the Milano Addosso project was born, launched by the design and communication studio “Burro Studio”, founded by Giovanni Manzini and Federica Caserio in 2015. A project that highlights the sense of identity and belonging to its territory. The city taken into consideration is precisely Milan, a place where the sense of belonging to one's own neighborhood is increasingly consolidated.

The careful study of the details of the individual neighborhoods and all the distinctive elements useful to compose the various graphic patterns, color palettes and visual elements, have contributed to the graphic design process of each scarf. A simple object like the scarf then becomes a symbol that transposes an important message, such as that of the bond for one's neighborhood. The graphic design is thus transformed into a real cultural and social manifesto of the city of Milan. To date, the Milanese design studio boasts a collection of 16 scarves all dedicated to the individual districts of Milan.

In addition, the definitive design of the scarf takes inspiration on a conceptual and stylistic level from the world of football ultras, so it is no longer seen as an accessory to wear, but as a symbolic and cultural object.

The Burro Studio project is not limited only to the territory of Milan. Given the great success achieved with Milano Addosso, they decided to export to other cities in Italy. In November 2019 the launch of Bari Addosso takes place, with the collection of 6 scarves intended to represent the identity of the districts of Bari. Thanks also to the support of some well-known faces and residents of the area, it was possible to carry out a photo shoot inside the villages of Bari. All these elements together have made it possible to represent and better grasp the identity of each individual neighborhood.

Finally, the project ends with the experience of Roma Addosso, where the studio collaborates with the students of RUFA, Rome University of Fine Arts, within a workshop aimed at the development and creation of scarves in the San Lorenzo district. At the end of the workshop, the studio continues its collaboration with two final year students to complete the graphic development of the scarves dedicated to six other districts of the capital.

This study aims to show that the feeling of belonging to the territory can be transmitted and provoked even by a simple accessory to wear, which is in turn transformed into a symbol, like a common woolen scarf.