PORTFOLIO 2018 MARIA MONNA
UNCONFIDENTIAL
9
UNIVERSITY PROJECTS > > > > > >
ST CHRISTOFEAR LEVEL ZERO TUTTO TONDO BIBLIOSTAIR TANGRAM HOUSE PEDON*
TEMPORARY SPACES > > > > > > > > >
UR-RETEX THE PIPE SHOW SIS DOLCEGUSTO I FEEL FOOD, I FEEL GOOD MAN ABSOLUTE LINEARE LIQUORI MIIA ASTORIA COSTATO*
BRANDING & GRAPHIC DESIGN > > > > > >
TREVISO FLOWING ENERGY* IMMERGITI NEL SOLE* GOLDEN FLORENCE* EL PASO BLOOD FACTS* A-M-M*
*asterisk-marked for contests
project
were
designed
PORTFOLIO 2018 MARIA MONNA
UNCONFIDENTIAL
9
UNIVERSITY PROJECTS > > > > > >
ST CHRISTOFEAR LEVEL ZERO TUTTO TONDO BIBLIOSTAIR TANGRAM HOUSE PEDON*
*asterisk-marked for contests
project
were
designed
ST CHRISTOFEAR
> PoliMi - Emotional Landscape Design Studio
St. ChristoFEAR is an urban scale intervention project to regenerate the train station’s abandoned area of San Cristoforo, in Milan. It proposes a new experience to overcome fear through extreme sports. The main strategy is to break the balance of the site in physical and experimental terms. In order to achieve this objective, fragmentation is used as a medium to emphasize each of the potentials inside the space to create not only new connections but also new innovative activities. The site has been divided into 7 different environments based on a crack, where the starting point is a compact space that breaks into smaller pieces. The links between each environment create a whole experience that shapes an ongoing change on the personal challenges that fear generates on the users. With 6 main activities and running as a ritual, 3 landmarks make references for the new experience.
PROJECT
3
R OO
FL
2
R OO
FL
1
OR
O
FL
0
OR
O
FL
R OO
-1
FL
SWAMP
MOUNTAIN
PURPLE VOID
PLAZA
CRACK
MUD FIGHTING
BODY SUSPENSION
SCAD DIVING
HORROR CINEMA
PAINTBALL
LEVEL ZERO
> PoliMi with Martha Schwartz Partners
Level Zero is an urban installation in Jesolo, a city near Venice, which makes climate change of the near and far future visible. This area will be greatly affected by sea level changes, so the installation reproduces the resulting situation. In this way, citizens can experience the future transformations to their city, due to high water submersion. A two-meters-dug plaza reaches the current level zero of the sea. During the day, a laser-light and spray-water system “floods” the dug plaza, in order to reach the projected 2100’s sea level, meaning the existing plaza floor. The permanent installation creates a submerged space open to Jesolo community. This place is characterized by a strong narrative and performative nature. The plaza is flexible, as it can be transformed in relation with people needs and desires.
PROJECT
> PoliMi - Landscape Design Studio
TUTTO TONDO
Tutto Tondo is a landscape and interior design project, which encourages people to meet and interact thanks to the use of a universal language of senses, food, and music. The project can be read at three different scales. On the urban scale, people needs are satisfied thanks to "the crumbles", small installations that regenerate abandoned areas of the city. On a local scale, the former Student’s house is regenerated by a permanent installation and a temporary action. A plaza for citizens and visitors, where events and performances can take place, embraces a sensitive path, which invites people to deepen their knowledge regarding the three most present cultures in Bovisa area: Arab, Chinese and Italian culture. Finally, on an interior design scale, the spaces inside the sensitive path are designed so their modules’ covers can change with patterns designed ad hoc for each culture.
PROJECT
SIGHT
TOUCH
TASTE
HEARING
TOUCH
SMELL
> PoliMi - Bachelor Degree Thesis
BIBLIOSTAIR
Bibliostair is a library developed in the minimal space of the stairway blind facade in a social housing building, along the vertical plane unlike the traditional libraries. It aims to give a meaning and a value to the stairs, identified as a non-place, just as a passage. In the city of Ponte Lambro there is not any library: hence the need to create one here, trying to start an open circuit that exits from the boundaries of its own structure, but assimilates the citizens to activate the social collaboration. The library is articulated in five floors. Each of them holds a different bibliographic category, according to the concept: the more you climb the more you will find more qualified user references. An Infopoint is obtained from a shared space in the building so the library users can ask information to an association member or proceed with the electronic loan of the book, making the library use easier.
CONTEXT
NOVEGRO
MILAN
milano s. felice san bovio
CONTESTO
PONTE LAMBRO
mezzate
TARGET
LEARNING FOCUSING FUN READING RESEARCH MEETING STUDYING
LEARNING FOCUSING FUN READING RESEARCH MEETING STUDYING
LEARNING FOCUSING FUN READING RESEARCH MEETING STUDYING
LEARNING FOCUSING FUN READING RESEARCH MEETING STUDYING
PROJECT Bibliostair’s concept refers to the idea of Young’s philosophy about the alternation of vertical and circular travel. Routine altarnates the evolution. This idea is accompained by the colour theory of Le Corbusier and Kandinskij: light blue is part of the upper chromatic scale, which implies a calming and stable sensation. This colour cleanses itself from the pigment to become whiter than white, giving value to the space that encloses.
CEILING JOINT STRETCHED CABLE LIGHT SLOT HANGER BOOK SUPPORT
BOOK
> PoliMi with ALER - Sintesi Finale Studio
TANGRAM HOUSE
Tangram House is a regeneration action for a social housing. After an analysis regarding the grey zone which includes the most fragile social categories, the project target was chosen among monoparent mothers, their children and elders who live alone. Once their needs and problems have been studied, the intervention on the structure started by inserting new social-valuable spaces beside the redesigned residential modules. In this way potential mechanisms are encouraged, especially the ones that don’t find any opportunity to grow in the current situation. Two flowing circuits are created: the first one, an internal one, involves the inhabitants of the building taking place inside it; the second one, which is a broader circuit, involves also the neighborhood, wishing for the activation of initiatives which interest a larger part of the citizenship.
CONTEXT
lambro RIVER
clinic
market LABORATORIO DI QUARTIERE DI RENZO PIANO
centro cardiologico monzino
church
SCHOOL
post office
centro cucine
scHOOL SCHOOL
green area
palestra
TARGET
SINGLE MOTHERS
CHILDREN
ELDERLY PEOPLE
From the analisys , the kind of relationship of these targets is unstable and weak. In this perspective, finding a reference person they can relate to becomes one of the main needs for these people. The aim of Tangram House is stimulating the creation of new social relationships, based on mutual sharing and trust.
PROJECT
RE IDE
IN TE R
AG IR
E
CON DIV
I NSI EM E STARE
RICORRDARE
RAR E I MPA
INF
RS MA OR
I
> LIVING MODULES
IOR NA R
RSI O NA A ZI R EL
36mq
54mq
54mq
54mq
72mq
72mq
18mq
54mq
72mq
SI
AG G
CON OS
GAR E DIALO
CER E
RIFLETTERE
RACCONTARE C URARSI
MUOV ERSI
> COMMUNAL SPACES
GA R SVA
RIL ASS
SI
ARS I
SI ER OV MU
RI S PO SI AR
ARE OLT ASC
EDUCA RE
CREA RE
AR E
COLLABORARE
GIO C
36mq
54mq
54mq
36mq
PLAY AREA
KITCHEN AREA
RELAX AREA
SHARING AREA
GARDEN CINESTUDIO [+180mq] AREA
54mq LIBRARY
PEDON
> PoliMi with Ceramiche d’Imola *CONTEST - ACKNOWLEDGED PROJECT
Pedon - a wordgame that merges the italian “pedone”, ”pedestrian”, with the english “on”- is an urban regeneration action made possible thanks to the creation of a new tile technology. The place we chose is the pedestrian bridge of Milano Porta Genova, identified as a place used but not lived, with a lot of not-developed potential. The bridge was covered with water-jet-pierced tiles. These holes work as “portholes”, solving the problem of the violent squeezing feeling, and make the tiles sound like a giant ocarina. Indeed, the tiles are paired two by two to create a cavity that enables the generation of sounds when a draught passes through them. A covering, made of photovoltaic tiles assembled on a metal modular structure, was added to increase the location brightness in a self-sufficient way. In this way people can enjoy the location more and more safely.
CONTEXT
STATION
PROJECT
The new covering is made of photovoltaic tiles assembled on a metal modular structure and connected to lighting tiles. This allows people to not get wet when it rains and gives them the feeling of a safe place even during night thanks to the light.
PORTFOLIO 2018 MARIA MONNA
UNCONFIDENTIAL
TEMPORARY SPACES > > > > > > > > >
UR-RETEX THE PIPE SHOW SIS DOLCEGUSTO I FEEL FOOD, I FEEL GOOD MAN ABSOLUTE LINEARE LIQUORI MIIA ASTORIA COSTATO*
*asterisk-marked for contests
project
were
designed
UR-RETEX
> Kaunas University of Technology + PoliMi
Ur_Retex is an urban acupuncture intervention, to create a community by recycling textile waste in Kaunas, the second biggest city in Lithuania. Three parallel cycles define this intervention: the settlement, the production, and the installation. During the settlement, people collect the textile waste that will be used to produce ropes and furniture during workshops open to the citizens. Then, these objects will be used to connect the rooftops of the blocks of flats in the suburbs, to create a big installation spreading all around. In this way, people are recycling, the rooftops come alive and the community creates its own public space. In a never-end “viral” process, all the blocks of flats will be hacked to create a unique, self-made, ecological identity, giving life to the real “Ur(ban)_Retex”.
THE PIPE SHOW
> Cumulus + Centre Pompidou + Césaap
PROJECT MANIFESTO: We won’t feel bored in front of an artwork anymore. We won’t feel indifferent in front of an artwork anymore. We won’t feel stupid in front of an artwork anymore. We want to be part of the artwork. We want to experience the artwork. We want to make the artwork ours. The pipe show turns the formal and serious “acquiring information about the artwork” moment into a playful experience. The information will not be given, but they will be hidden to trigger people’s curiosity. All visitors of the Centre Pompidou are diverse and have diverse needs, lots of them physical ones. People will explore the works of art through pipes with different contents. In this way, they can learn and have fun.
> ABEAForm
SIS DOLCEGUSTO
This is the project of a Shop in Shop of Dolcegusto, an italian coffee brand. The coffee pod’s package is the starting point of this project as it becomes the module to create the entire shop in shop. All the surfaces of the stand are divided by a regular grid of 40 centimeters-side squares. Then this grid is developed in the space by extruding the squares that have a specific function. The use of the colour palette highlitghs this process: the parts that are not extruded, that stay flat and act as a “background”, are white, whereas the grid developed in the thid dimension is cladded by the required institutional colour. In this way the main requirement for this project is fullfilled: displaying the product like an artwork. Indeed, the costumers perceive the paralllepipeds formed by the extrusion as pedestals on which the products are displayed, just like in a museum exhibition.
PROJECT
1 4
5
6
3
2
5
CARREFOUR’S ENTRANCE
CARREFOUR’S CHECK-OUT
SHOPPING CENTRE’S HALLWAY
1 - DISPLAY WINDOW: scenographic exhibition of the machines 2 - GLORIFIERS: the costumers can see the coffee machines displayed outside closer 3 - INFO-WALL: the six categories of coffee pods are displayed here with all the product references 4 - TASTING: in the weekends a hostess gives a coffee pod taste to the costumers 5 - FREE SALE: the costumers can pick the products they want without any help 6 - STOCK: little storage room
1
2
3
4
5
> ABEAForm
I FEEL FOOD, I FEEL GOOD
“I feel food, I feel good” is a project that aims to increase the perceived value of Altromercato, the main fair-trade company in Italy. From the business model canvas’ analysis we realized that to raise the sales volume without changing the company’s ethical code it is necessary getting close to people in location that do not have points of purchase. The vacant store is the best choice to reach this specific result: two wooden containers create a space with shelves and other elements. The set-up materials are entirely recycled with zero cost thanks also to the volunteers network that set up and dismantle the vacant store in the cities. The points of purchase of the company supply the out-of-stock products. The tour locations have been chosen in order to involve as many people as possible in the italian territory, to conclude its journey in Milan, during the final stage of Expo.
PROJECT
1
> TRANI
2
3
> NAPOLI
4
6
7
> ROMA
1
> SIENA
> RAVENNA
> MILANO
5
1
1 - DISPLAY FREE SALE The displayed SKU are the most-easily saleable to a new costumer that does not know about Altromercato company 2 - AREA COOKING CLASS Volunteers connected to Altromercato cook diverse specialities using the cooking kits, to make people taste the food and buy the products 3 - SEATS People can take a seat during the folk concerts and the cooking sessions, organized to stimulate the knoledge about different cultures 4 - CROSS-SELLING ISLAND Products that are not so strightly bond to food or make-up, such as cutlery or house linens, can be displayed here. 5 - VIDEOWALL Necessary tool to advertise the products that are not displayed in the temporary store,in addition to events and social medias. 6 - COUNTERTOP DISPLAY Here small and cheaper products are displayed to encourage the impulse buying. 7 - CHECK OUT
MAN ABSOLUTE
> ABEAForm
The aim of this visual merchandising project is to display Jil Sander’s “man absolute” perfume during the Paris fashion week. The kind of man the product wants to represent is a man with solid values which are translated in the pure, charming and transparent shapes of the packaging - who is also able to shock - which is represented by the yellow line. The product is displayed, alone, in one of the most luxourious boutique of Paris. This concept is translated to the entire display: a glossy wavy fabric is enlightened by a yellow neon tube, transforming the window in a big package. The product is the king of the window display to keep the potential costumers‘ attention. The same concept is kept when the perfume is displayed in the shops for the free sale: the line becomes an enlighted surface, which displayes a sample while under it the packages are displayed.
LINEARE LIQUORI
> ABEAForm
The aim of this project is the design of a functional planogram for liquors’ display and sale. The displayer is located in a high-class context: the sku are displayed in enlightened recesses, that enhance their quality, made also possible thanks to the assisted sale. The product is massified only in the central part, where the display shelf is designed for a free sale. In this space assistence is not needed because the specific references are clear and scenically displayed based on the packagings’ colour. The different liquors are coupled with other products - in particular chocolate and imported cigars - to create a cross selling area, enlarging the variety of the range of products offered to the costumer. Two breakpoints create a rithm and pick at the costumers’ curiosity. They hold a coordinated graphic, unifying all the displayer.
1 > RECESS WHERE THE LIQUOR AND THE CROSSSELLING COUPLED ITEM ARE DISPLAYED 2 > FREE SALE OF THE COUPLED ITEM 3 > BREAKPOINT: COORDINATED GRAPHIC 4 > DISPLAY OF THE MASSIFIED PRODUCT 5 > FREE SALE OF THE MASSIFIED PRODUCT 6 > GLORIFIED DISPLAY OF THE SIX SKU
MIIA
> ABEAForm
This is a project of two different stands for the same company: the first displays the brand products, the second one the accessories that can be sold freely. Lightness, transparency, dynamism - it is a young brand - and subtraction - its logo is obtained from a square - are the concepts that lead the designing. A sequence of transparent tubes, conveniently cut and kept by a frame, create a wavy dynamic effect. Where the products need to be stored for the free sale, they become etchings that can be crossed by light to create a pattern. The frame holds up the hung television sets and creates a technical gap to insert the lights that backlight the tubes to draw more attention to the displayed references. The frame is also an additional element that recalls visually the stands even if they are in different sections of the point of sale
ASTORIA
> ABEAForm
The brief of this project is designing a display that lets people know about the new astoria bottle and the couple wine glass in the shopping centres during the St. Valentine’s week. This project’s core is the circle printed on the bottle packaging. In particular, two spirals, one white and one black, symbolizing men and women, chase each other meeting where the products are displayed, inside a red enlighted sphere. This sphere is suspensed inside a transparent tube, that works also as load-bearing structure. Astoria’s wine becomes metaphorically the occasion for the two parts to meet. The stand is set up on a mat, where there is also a podium on which the products are displayed, so people can take a closer look of them. This project’s aim is to arouse people‘s curiosity thanks to a non-traditional and scenographic exhibition structure.
> ARTVerona - Art Project Fair *CONTEST - WINNER
COSTATO
COSTATO - ”rib cage” in italian - is an urban furniture system that guides the art verona fair’s visitors from the ticket office to the exhibition place. The main idea of this project is creating a dynamic filter between the two areas. The ticket office is set up like an entrance, a “mouth” that allows people to reach the actual exhibition place, whose entrance is imagined like a flow towards the place where art is life’s oxygen, where the pavilion becomes a lung that allows it to circulate. The designed space shows itself as a corridor between the mouth and the lungs, a trachea, whose cartilage rings create an optical dynamic rhythm. Costato is made of a sequence of trusses covered in pvc sheets, whose basis work as seats for the arriving visitors. They are easily recycable, and reusable for various set ups, different for shape and siding material.
PROJECT
EXHIBITION AREA ENTRANCE
TICKET OFFICE
1 - TRUSS 2 - SELF-EXHINGUISHING EXPANDED PVC SHEETS 3 - SPOTLIGHT WITH DUSK SENSOR 4 - FOAM
PORTFOLIO 2018 MARIA MONNA
UNCONFIDENTIAL
BRANDING & GRAPHIC DESIGN > > > > > >
TREVISO FLOWING ENERGY* IMMERGITI NEL SOLE* GOLDEN FLORENCE* EL PASO BLOOD FACTS* A-M-M*
*asterisk-marked for contests
project
were
designed
> Treviso municipality *CONTEST
TREVISO FLOWING ENERGY
"TREVISO flowing energy" is a brand proposal for the Treviso City Branding competition, aimed at giving it a logo and a payoff. The logo proposes a synthesis of the elements which characterize the city through a simple and easily recognizable graphic sign. The urban architecture is characterized by vertical elements and arches, while the natural landscape is shaped by the reflections of rivers, canals and springs. The contact point between what has been created by man and nature is Treviso, a union of human and natural forces and synergies, that dialogue and meet in the city. The logo mark is a simplified stylization of the heartbeat: its presence indicates life and energy. This is explicitly expressed through the payoff: the city offers its citizens and visitors a manifold energy, which flows enthusiastically, like the water that embraces the city itself.
CONCEPT
ARCHITECTURE
ARCH
WATER
REFLECTION
PROJECT
A coordinated image has been developed around the logo to make it flexible and usable on every occasion. For this reason, different versions were designed based on orientation and colour, pictograms and patterns to be used both in merchandising and in paper and digital communication.
IMMERGITI NEL SOLE
> Grado municipality *CONTEST
Sun and sea: these are the elements that most characterize the city of Grado. For this reason, they become the inspiration for the logo and the payoff developed to promote tourism in the city. Specifically, an ad-hoc-designed font is combined with a graphic element that recalls both the "O" and the sun. The language used has a reference to the golden age of the city as a holiday resort: the 50s. This choice can be found in the vintage-flavoured colour palette and in the chosen font for the payoff, which recalls old postcards. "Immerse yourself in the sun" is aimed directly at the potential tourist, urging them to let themselves be embraced by the splendour of the city. This invitation refers to the fame that univocally identifies Grado as the "city of the Sun".
GOLDEN FLORENCE
> Golden View Open Bar, Florence *CONTEST
The proposed logo for this restaurant and bar in Florence is a review of the existing one. The latter had as its focal point a circle that acted as an "O" and as the stylistic code of the whole brand image. In the new logo, this element was maintained, making it, however, more refined, thanks to the organic shape and the golden texture, which expresses the high quality of the restaurant. The latter metaphorically becomes an enogastronomic jewel, precious and handmade, with the highest quality. The artisanal value shown here in the graphics is reflected in the choice of a hand-drawn typeface for the name of the restaurant. "Open bar" payoff uses a graphic language similar to that of the previous brand image, which is more geometric, making it immediately more recognizable by the usual customers.
EL PASO
> El Paso restaurant
The new brand image of this restaurant is connected to its logo, made of strongly identifying elements. The brief is the design of a young and fresh image, which is, at the same time, simple to understand and manage. The main problem of this project is the presence in this business of strong competitors, whose image is settled and recognizable by their specific target. The “far west” concept is really similar to that of the competitor’s, but the aim is to design a brand identity which expresses the same scenario without the need to resort to stereotypes that would confuse people on this restaurant’s identity. In this way the costumers easily recognizes the business, because their “Far west” idea is kept. Images that are too innovative could scare and confuse the clients, who would not understand what is the offer of the restaurant.
BLOOD FACTS
> AVIS - Italian Association for blood donation
*CONTEST - WINNER
BLOODFACTS is a 31-images-album to be shared on social networks. It is designed to reach young people who don’t look for it on purpouse on digital platforms. Feed people with little pills information about blood donation is one way to come in contact with them and making it using pleasant images can increase the sharing more easily. Young people are more attracted to images than to lots of information at the same time: we selected the main “facts” about blood donation to stimulate the sharing and the discussion. A fact for each day for a month makes the blood donation an issue which is not so far from everyday’s life. To increase the sharings, we created two hashtags to open the boundaries beyond the people in the contacts list. The Adam creation by Michelangelo is chosen to remark the concept that donating blood is giving life to people who need it.