Electa
WHAT
For the Digital Media LAB with Electa (Mondadori Group), in team we had to find a new concept fot the online and offline communication for the Electa bookshop in Milano, where in April is going to open the Triennale Design Museum. Moreover, look for a new way to organize books in the bookshop space.
HOW
We have focused on the rethinking and re-contextualizing design objects, making the visitor extend the experience of the object as much as possible in everyday life.
We used experience map to see which sensations the visitors had in their house and make this possible in the bookshop, organizing it as a loft where you can fell at home and manage object to make them possible to tell their stories. In every open room we put an interactive table (video) where everyone can discover the story of design even through the merchandinsing.
The name we choose for the bookshop in De.loft Electa (Design loft Electa). We designed the logo not different from the graphic style Electa uses everyday. We thought that people wants to have gadget from their experience, and if De.loft would be an experience, we could give people a gadget. In the same way, we collect data.
In the center of the bookshop there are 2 tablets. People can fill out a small test (Name, City, Interests) and every answer they give, they see their personal De.loft logo complete step by step with a new fundamental shape of design. At the end, they can print it in a sticker they carry home, or they can print it in a piece of paper that can leave for suspended books.
WHY
What is a suspended book? Inside our bookshop it will be possible to buy a book to be left as a gift to a stranger, attaching, at the discretion of the individual, a thought, a phrase, a wish written by hand on the previously printed paper characterized by the customized logo.The card will also have the purpose to recreate and remember the experience lived in the Electa bookshop.The suspended book is therefore an initiative that anyone can participate in and that will allow them to live a unique experience, able to give new value to human interactions.This mode encourages interactions on paper compared to those we are now accustomed to: it is a simple gesture of kindness that will allow you to exchange and store messages and thoughts, left by someone who has chosen this valuable means of communication. The will is therefore to realize this increasingly digital world. The social strategy will be based on that.
