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.
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