MARIA MONNA portfolio
sis dolce gusto year
client
2015 abea form tags temporary store, exhibit design, visual merchandising, group project description 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. 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. 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 space 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.
1 4
5 5
3
2
1-display window: scenographic exhibition of the coffee 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, conveniently divided 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 according to the product references displayed -technical space that works as a little storage room available to the hostess
i feel food, i feel good year
client
the displayed sku are the most-easily saleable to a new costumer that does not know about the altromercato company
2
2015 altromercato, abea form
2-cooking class area volunteers connected to altromercato cook specialties using the cooking kits
tags temporary shop, vacant shop, event planning, business model canvas, visual merchandising, group project
3
3-seats
4
6
7
the costumers can take a seat during the cooking sessions or the folk concerts
4-cross-selling isle 1
5
1
^ set-up configuration 1
^
description “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 sets up and dismantles 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.
1-display free sale
1
^ set-up configuration 2
products that are not so strightly bond to food or make-up, such as equipment or household lines, can be displayed here
5-videowall necessary tool to advertise the products not displayed in the temporary store, the events and the social networks
6-countertop display here small and cheaper products are displayed to encourage the impulse buying
3
7-check out 2
1
7
4
6
1
5
1
1 TRANI, via archivio 30/07-09/08 arrival set up inauguration+ cooking class
cooking class music event disassembly
2 napoli, piazza plebiscito 13/08-23/08 arrival set up inauguration+ cooking class
cooking class music event disassembly
3 roma, lungo tevere 27/08-06/09
^ food
products are displayed in the shelves behind the cooking class table, to be sold freely
^
^ products
for the personal care are displayed in the shelves of the opposite container, near the check out point, because costumer assistance could be needed. on the opposite side7: small home furniture
arrival set up inauguration+ cooking class
cooking class music event disassembly
4 siena, piazza del campo 10/09-20/09 arrival set up inauguration+ cooking class
cooking class music event disassembly
5 ravenna, darsena 24/09-04/10 arrival set up inauguration+ cooking class
cooking class music event disassembly
6 milano, via papiniano 08/10-18/10 arrival set up inauguration+ cooking class
cooking class music event disassembly
man absolute year
client
2015 abea form tags visual merchandising, space, group project
display,
set-up,
temporary
description the aim of this visual merchandising project is to display jil sander’s “man absolute” perfume during the fashion week in paris. the starting point is understanding what kind of man the product wants to represent: a man with solid values-which are translated in the pure, charminG and transparent shapes of the packaging-and 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 year
client
2015 abea form tags visual merchandising, planogram, marketing strategy, group project
linear
shelf,
description 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 perception. This high-class feeling is also made 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-.in this way the sale becomes a cross selling, 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-displyer recess of the liquor and the cross-selling coupled item 2-free sale of the paired product 3-breakpoint: coordinated graphic 4-display of the massified product 5-free sale of the massified product 6-glorified display of the six sku
BLOODFACTS year
client
2014
avis-italian association for blood donation
tags social networks, information, group project, contest, winner project description 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.
el paso year
client
2015 el paso western food tags social network, brand identity, corporate identity, group work description 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.
COSTATO year
client
2014 ARTVERONA-art project fair tags urban planning, space meaning, concept, competition, group work, special mention description 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 they are reusable for various set ups, different for shape and siding material.
trachea
seat
flexibility
3 1-truss
2
2-self-extinguishing expanded pvc sheets 3-spotlight with dusk sensor 4-foam 1
4
alto molise-mainarde year
client
2014
sistema turistico locale alto molise-mainarde
tags LOGO, brand identity contest description THE LOGO comes FROM the conformation of the alto molise-mainarde landscape and the morphological wealth that has to symbolize. the logo refers to the mountains characterising this site and the volturno’s springs, that represent the water abundance present in this zone. the design process has integrated these elements with the letters a-m-m, acronym for “Alto molise e mainarde�, in order to create a monogram that is readable on a double comunication level: on a figurative level that refers to the mountains and the valleys and on a literal level that displayes the acronym. two different parts create this logo: the symbol is in the centre and around it there is the wording that clearly identifies the association. in this way the logo is immediately recognizable in the institutional and administrative amibits, without the need of adding more informations to it.
ordine psicologi lombardia year
client
2014 ORDINE PSICOLOGI LOMBARDIA tags LOGO, brand identity, contest , description the proposal is the result of the analysis of the symbols that identify the category of psychologists and the Lombardy region, that have to be integrated in the logo. The category of psychologists is symbolized by the greek letter psi, that is also present in the national logo of the order. at the same time a research has been done in order to choose a symbol that could clearly represent lombardy: the final choice falls on milan’s cathedral. the aim of the fusion of these symbols is to identify the order, but also to make clear the importance of its services in the territory in which it operates: the psi is the element that modifies the stylized symbol of the duomo, without distorting it. Two parts form the logo: the symbol and the wording, that is necessary in order to make the logo easily understandable without the need to add more informations to it. .
BIOSIS year
client
2014 SACOM GREEN BIOTECHNOLOGY tags LOGO, brand identity, NAMING, CONtest, group project description creating a new logo and naming for a biotechnology company is the aim of this graphic project. a symbol and a logotype form the logo. the first one is linked to bees, animals that are able to transform the nectar into honey in the organized beehive structure. in the same way the company works in order to take full advantage of plants, earning goods and services from them. two exagons form the symbol: the first one represents the bee’s body and the second one, split in two, represents the bee’s wings. the bee’s body symbolizes the company, whereas the wings the two ambits in which it operates: the vegetal nourishment and the ambiental regeneration, the exagon refers to the beehive cells and to the exose sugars, the biggest monosaccarid family. the new naming chosen for the company is “Biosis”, “quality of life”, from the greek bios, “to live”. to remark the company aim in making people’s life better.
PADOVA young entrepreneurship year
client
2014 IMPRENDITORIA GIOVANILE PADOVA tags LOGO, CONtest, group project description the analysis of the logo of the padova trade chamber and the city’s icons is the starting point of this logo project. we chose the prato della valle square as the main reference to transfer its meaning and shape to our logo. it was indeed a swampy area that was transformed into the most important economical and social centre in the city. we wanted to transfer this concept into the logo to tell people that the committee is a mean that young companies can use to grow and develop to better themselves. two curvy lines of different colours cross each other to create a dynamic and balanced shape. One representes the trade world and the other the world of production. the split line represents the importance of each segment: the lack of one of them makes the shape unstable. The symbol is readable only when all the pieces are present.
astoria display year
client
2013 ABEA FORM tags temporary project
display,
visual
merchandising,
group
description 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 in this project the core of the product branding, the circle printed on the bottle packaging, is combined according to the brief. in particular, two spirals, one white and one black, symbolizing men an 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.
miia display year
client
2015 ABEA FORM tags temporary project
display,
visual
merchandising,
group
description this project involves two different stands for the same company: the first displays the brand products, the second one the accessories that can be sold freely. the concepts that lead the designing of these stands are: lightness, transparency, dynamism-it is a young brand-and subtraction-its logo is obtained from a square. a sequence of transparent tubes kept by a frame creates the two stands. the tubes, conveniently cut, 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
pedon year
client
2012 ceramiche d’imola tags new technology, urban regeneration, contest, workshop, group project, project publication description 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.
porta genova train station
the new covering is made of photovoltaic tiles assembled on a metal modular structure and connected to lighting tiles. it allows people to not get wet when it rains and gives them the feeling of a safe place even during night.
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more light more safety photovoltaic tiles
lighting tiles
energy autonomy more captivating experience
resonant tiles
more enjoyable passage
BIBLIOSTAIR year
NOVEGRO
MILANO
milano s. felice san bovio
client
2012 aler milano tags place regeneration, interior design, social design, social innovation, bachelor degree thesis description BIBLIOSTAIR is a library developed in the minimal space of the blind facade of a stairway 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.
CONTESTO
PONTE LAMBRO
mezzate
B
reflection
raising A
B
B
A
A
bibliostairâ&#x20AC;&#x2122;s concept refers to the idea of youngâ&#x20AC;&#x2122;s philosophy about the alternation of vertical and circular travel. routine altarnates the evolution. this idea is accompained to 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
TANGRAM HOUSE year
river lambro
private hospital
client
indoor market
2011 aler milano tags space regeneration, interior design, social design, group project description tangram house is a regeneration action for social housing. After an analysis regarding the grey zone -which includes the most fragile social categories- the 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 donâ&#x20AC;&#x2122;t find any opportunity to grow in the current situation. Two flowing circuits are created: the first one, an internal circuit, involves the inhabitants of the building, and takes place inside it, the second one, which is a broader circuit, involves also the neighborood, wishing for the activation of initiatives which interest a larger part of the citizenship.
renzo pianoâ&#x20AC;&#x2122;s district lab
cardiologic centre monzino
church
elementary school
post office
monoparent mothers grow their children alone take important decisions for them little trust in relationships loneliness conciliate work and family have a reference figure to whom give their children economic safety
kindergarten green area
kitchen centre
nursery school
children compare themselves to children with non-monoparents little contact with their fathers relationshipsâ&#x20AC;&#x2122; uncertainty reference figure space for playing, moving and expressing themselves get all the required attentions
alone elders movements and house cores are too difficult loneliness untrust in other people have a reference figure in case of necessity get distracted and entertained with different activities have friends
54sqm
54sqm
54sqm
72sqm
72sqm
72sqm
36sqm
54sqm
54sqm
36sqm
18sqm
54sqm
54sqm
play area
kitchen area
relax area
share area
garden [+180mq]
cinestudio area
library
IN TE R
AG IR
E
CO N DIV
IDE R
E
E INSIEM STARE
RICORRDARE
INF
RARE IMPA
I RS MA OR
36sqm
RS
AG G I O RN A
RE
LA
SI NA R ZIO
I
CON
GARE DIALO
OSC ERE
RIFLETTER E RACCONTARE
CURARSI
MUOV
SI GAR SVA
RIL A
SSA RS
I
ERSI
MU RI I
RS SA PO
ASC OLT ARE
EDUCAR E
COLLABORARE
CREA RE
G I O CA RE
a new flow of people is created thanks to the introduction of the shared spaces. the users come from the district, stimulating new operations of knowledge, collaboration and sharing.
OV
S ER
I
year
client
A
MONZA
ZA R
VIALE
VIAL E
NUTRIMENTE
CRESCENZAGO’s library
VIALE ZARA’s library
2011 CITTA’ DI MILANO-POLIMI
TROTTER park VIA
LE
LU
NIG
IAN
A
LAMBRO park
VIALE MONZA’s indoor market
tags space regeneration, INTERIOR DESIGN, SOCIAL DESIGN, CROSS-DESIGN, social innovation, group project description NUTRIMENTE -a wordgame that merges “nutrimento”, nourishment, with the word “mente”, mind-is a space regeneration project. it aims to embed two different uses in one space, the indoor market of viale monza, in milan. the first function is the original use of the space: a market, the second one is a multiethnic library. from the context analysis this is the area with the hightest immigration rate in milan, but there are not places where people from different countries can meet and blend with the original inhabitants. this project’s goal is to create a place where immigrants can identify themselves-food is the first bond with homeland-and the local citizens can learn about other cultures: “mens sana in corpore sano”, “a healthy mind in a healthy body”. the space is developed on two floors , to make the barrel vault visible again the market on the ground floor and the library on a hanging structure
library users library users that go to the market
multiethnic library
market users that go to the library market users
market
level+1-library floor
level 0-market floor
june 2016