Approaching
to a concept design for a new brand is generally very challenging for
designers. When in our daily work we cooperate with fashion brands which are
already exist, we have to deal with their identity built in the market. So we definitely
have to create a connection between our new ideas and the previous impression generated
to customers without changing too much. On the opposite, designers do not have
to deal with any background for building a completely new image for a brand which
is soon to be launched in the market, but this may probably be a more difficult
task. Then we have always to remember that the success of a brand will be
influenced also from the image we are creating. So it is a more challenging
task for designers.The
requirements from Alla Scala were really clear, as they knew their positioning
in the market, having the experience of another successful brand as their
background. The logo, which should become something really well-known among
customers, is really wavy with a lot of shapes. That was the main inspiration and
the starting point in the approach to the design.When we
started to think about this project, we had in our mind the strong colors of
the pop art, like the painting by Andy Warhol, and the furniture which has been
directly influenced by that cultural atmosphere. The first idea was to cover
also the side walls of the shop with wavy shapes that would have been the main topic
of the image of Alla Scala. A sort of contemporary Pop image was born. Then
these shapes became concentric ellipses – another reminder to the A and L
letters of the logo - where every part is made of a different material or a
different finishing. These shapes are not only on vertical or horizontal
surfaces. There is not anymore distinction between them: the decoration goes on
the vertical and horizontal surfaces indistinctly, there are no more borders.
The main materials we decide to use in the ellipses are the warm wood together
with the cold steel, to create a contrast. Then of course the main color of the
brand image, the green, a young dynamic color that is going to be outstanding
as even if so attractive that not many companies are using it in their brand
image.All the items
in the concept are designed according to the idea of the wavy shapes. All the
free standing displays, for example, are designed according to a L-shape that
create an organic design all around the shop. The walls of the shop are treated
with green surfaces of different finishing that can create a very dynamic and
constantly changing space. Main shelves will be in a neutral white, so that
products will be even more outstanding, or in stainless steel, with smaller
sections and size. The middle hall in the bigger showroom will be used as an
eye-catching focus area. An organic sculpture, covered with a shiny silver
color, will be designed as a natural cave in the middle of the shop. Outside it
will be also a space for hanging products, while in the middle there will be
one or more manikins, as a precious island, hidden from the main part of the
customers. The basic idea of the concept was to create an environment where
customers can feel comfortable, where the round shapes will give an idea of
warmly embracing people. All the details are designed according to the same
concept, in order to create a brand which is outstanding and unique on the
market.
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