This is a university project designed for an exhibition design course at Politecnico di Milano.
Temporary Exhibition Concept & Service Design for Gucci’s Welcome Home campaign.
WELCOME HOME was born as a temporary fashion installation developed to be settled during Milan’s fashion
week, in September 2021. Gucci now directed by Alessandro Michele , stands out as an iconic brand that aims to embrace the “new generations ideals”, escaping from the standard canons, while also working on a greener production in terms of industrial manufacturing. The exhibition features a story divided in 3 chapters that will take you to the ideal world we all aspire to live in.
week, in September 2021. Gucci now directed by Alessandro Michele , stands out as an iconic brand that aims to embrace the “new generations ideals”, escaping from the standard canons, while also working on a greener production in terms of industrial manufacturing. The exhibition features a story divided in 3 chapters that will take you to the ideal world we all aspire to live in.
THE HOUSE
We are in a completely white space: an aseptic, bright room. Within the space it was decided to build an additional envelope, THE HOUSE. A TRIPARTITE BOX that must repre- sent, in a minimal version, the PATH OF REBIRTH and obtained awareness of man, of his ego immersed in nature.
A box built with natural materials, such as wood, which externally appears CANDID, without scars, in perfect agreement with the idea of the future that often man has: a clean, minimal world, almost at the Matrix. Entering the three spa- ces, the three different chapters of the narrative open: a strong contrast with what
is presented on the outside, THREE DIFFERENT IMPACTS in spaces that are the result of projections that, however, tell different stories.
BRANDING CAMPAIGN
