Fornasetti
Client: Fornasetti through Istituto Marangoni
Role: Art direction, graphic and motion design
Media: Digital, AR, physical installation and print
Date: 2022
Fornasetti, the renown Italian furnishing and home decor brand, was looking to create an immersive digital experience to allow its store visitors to understand the company’s savoir-faire, value, beauty and uniqueness of their production process.
This proposal builds a mystic story inspire on the brand’s heritage. “A window to imagination” brings the users into the fantastic world of Fornasetti’s imaginary. Their craftsmanship is displayed in detail, while keeping the magical creativity as the unifying thread in the story.
PROMOTION CAMPAIGN
The promotional campaign displays a snippet of the cinematic experience. It shows a subject falling through the window of imagination, with small details hinting at their identity as craftsmen.
Web banner and teaser site
The campaign leads to a teaser site displaying a mysterious message referring to a foreign, fantastic world and a window that leads to it. The user is hinted to return on the release day and assists to the physical experience.
IN-STORE ACTIVATION
A mixed-reality experience allows visitors to connect with the material reality of beautifully crafted Fornasetti products and a digital layer connecting to their imaginative heritage.
Store installation
Visitors explore an interactive cinematic experience aided by motion tracking and dynamic narration. The story talks about Fornasetti’s founder, Piero, developed a conceptual world that still works as inspiration for their products today.
Custom tools
A series of crafting tools custom-designed with the iconic brand patterns, materials, and processes, will be displayed as an exhibition of artworks. Expressing how the craftsmanship is just as beautiful as the final objects.
Interactive screen
Users’ hand movement are scanned through motion tracking to allow interaction with the cinematic film, unveiling the secret imaginative Fornasetti world blending with ours.
AR extension
Visitor’s phones become the window that reveals the intimate story behind Fornasetti’s objects and other secrets to be found in the store.
Social media face filter
Social media users are turned into icons of their own. Peeking into the world of imagination using their phones as a window.
Campaign timeline
Touchpoints in the campaign serve as an invitation to the in-store exhibition, which is augmented with an AR application.