This project was launched by Domus Academy in collaboration with Italia Independent and Wega. The given brief was to
re-frame Italia Independent's flagship store located in Via Montenapoleone, Milano. In this group workshop, our mission was to find Italia Independent an identity. After a deep research of the brand we found that mainly their boldness to innovate it’s what distinguishes them from their competitors. We found that cross-contamination is a key element in their work. Plus, they are frequently building up collaborations with many different brands which, missing a clear identity, might cause them to be perceived as an unclear business.
We came out with the concept of Dynamic Contamination to express Italia Independent’s will to always be in the front line of innovation by constantly contaminating themselves and others with their own way of doing things.
To translate this concept to a spatial solution, we microscopically analyzed some materials they use and we saw a symmetric hexagonal shape which we decomposed until achieving a more dynamic and edgy one to express Italia Independent's personality. We used it to physically contaminate our space with it.
For this we created a modular system of 3 different sizes aimed to achieve the function of displaying the different products they have and the store and more.
Our designed element will be used to contaminate the space from the street into the store, guiding the user through a sensorial experience.
Through the use of colors and by playing with light and sensors we want to create a dramatic effect generating the WOW factor and a completely new interactive experience that will leave a memorable impression in the customers. In this Wega plays an important role giving the customers the chance to stop, seat and enjoy the experience in the store while having a coffee.
