{"id":44272,"date":"2022-05-18T22:00:00","date_gmt":"2022-05-18T20:00:00","guid":{"rendered":"https:\/\/socialdesignmagazine.com\/mag\/?p=44272"},"modified":"2022-05-17T10:05:33","modified_gmt":"2022-05-17T08:05:33","slug":"urban-dairy-sistema-espositivo-modulare","status":"publish","type":"post","link":"https:\/\/socialdesignmagazine.com\/mag\/architettura\/urban-dairy-sistema-espositivo-modulare\/","title":{"rendered":"Urban dairy, sistema espositivo modulare","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

Sistema espositivo modulare<\/strong> progettato per Caseificio Palazzo, azienda leader del settore lattiero-caseario. Operatore della grande distribuzione con produzione alto di gamma, Caseificio Palazzo in una pi\u00f9 ampia operazione di riposizionamento del marchio ha scelto di abbracciare un’estetica diversa<\/strong>, abbandonando il folklore tradizionale in favore di un’atmosfera urbana contemporanea. <\/p>\n\n\n\n

Tre elementi principali<\/strong> definiscono questo spazio adattabile: 1)<\/strong> la struttura modulare<\/strong> in cui sono inseriti pannelli intelaiati in tessuto semitrasparente caratterizzati dal pattern di Caseificio Palazzo; 2)<\/strong> espositori con piano retroilluminato<\/strong> che ospitano supporti in polimetacrilato dai colori abbinati al packaging in un effetto di valorizzazione del prodotto; 3)<\/strong> una parete luminosa<\/strong> che mostra le diverse fasi del processo produttivo e allo stesso tempo fornisce un’illuminazione omogenea alla zona lounge\/degustazione.<\/p>\n\n\n\n

La ricerca di una sintesi comunicativa \u00e8 alla base della palette di materiali e colori, selezionati in un gioco di rimandi e contrasti. Il giallo oro mutuato dal logo dell\u2019azienda si contrappone alla generale monocromia dell\u2019ambiente e si accompagna ai colori primari e luminosi dei supporti espositivi. La morbidezza della superficie di pavimenti ed espositori risalta e fa risaltare la ruvidezza brutalista delle pareti centrali. Il minimalismo del legno grigio della struttura diviene griglia regolatrice del vivace pattern bianco\/nero che \u00e8 elemento distintivo dell\u2019identit\u00e0 dell\u2019azienda.<\/p>\n\n\n\n

Il sistema definisce un luogo ibrido<\/strong>, distante dall\u2019immaginario del mercato di riferimento dell\u2019azienda, ma che proprio per questo \u00e8 in grado di sottolineare con forza la capacit\u00e0 d\u2019innovare e il rispetto per le pratiche del far bene di Caseificio Palazzo. I visitatori vengono accompagnati in un percorso che racconta la nuova identit\u00e0 dell\u2019azienda, attraversa l\u2019assortimento dei prodotti esposti singolarmente come pezzi unici, e infine approda alla degustazione, guidata dal vivo da uno chef.<\/p>\n\n\n\n

La modularit\u00e0 del sistema consente facili modifiche sia in pianta che della pelle esterna dello stand – si prevede infatti di sostituire ad ogni manifestazione il soggetto e\/o il materiale dei pannelli inseriti nella struttura – conformandosi cos\u00ec al processo di re-branding ancora in evoluzione.<\/p>\n\n\n\n

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Project info<\/h2>\n\n\n\n

Cliente:<\/strong> Caseificio Palazzo
Direzione Creativa:<\/strong> Paolo Cesaretti
Design Team:<\/strong> Paolo Cesaretti, Paola Danesi
Web:<\/strong> https:\/\/www.paolocesaretti.it<\/a>
Design grafico:<\/strong> Studio Proclama
Allestitore:<\/strong> Aka Design
Area:<\/strong> 35-100 Sqm
Foto:<\/strong> Luca Rotondo
Post-produzione:<\/strong> Wei Zhou, Marilde Bianco<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

Sistema espositivo modulare progettato per Caseificio Palazzo, azienda leader del settore lattiero-caseario.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":1044,"featured_media":44274,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","_wpscppro_dont_share_socialmedia":false,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"","_twitter_share_type":"","_linkedin_share_type":"","_pinterest_share_type":"","_linkedin_share_type_page":"","_instagram_share_type":"","_medium_share_type":"","_threads_share_type":"","_google_business_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[15],"tags":[223,5445,5909,2714],"class_list":["post-44272","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-architettura","tag-architecture","tag-design","tag-exhibition","tag-exibition-design"],"yoast_head":"\nUrban dairy, sistema espositivo modulare - 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On different scales and applications, from in-store identity for the main Italian mass retailing brand Ipercoop to Growing By Numbers (Milano) and The Irrational City (Venice), both part of an ongoing series of urban-scale light installations that draw attention to the transient or permanent features characterizing the identity of a city. achievements The practice has been taking part in several exhibitions \u2013 13th Biennale d\u2019Architettura in Venice and XXIV Compasso d\u2019Oro in Milan among the latest \u2013 and been included in four editions of ADI Design Index \u2013 the best of Italian design yearbook. thought Paolo Cesaretti is visiting lecturer at IED Firenze, SPD Scuola Politecnica di Design Milano, Domus Academy, Politecnico di Milano, IULM Milano, RWU Rhode Island, TU Tehran University.","sameAs":["https:\/\/www.paolocesaretti.it"],"url":"https:\/\/socialdesignmagazine.com\/mag\/author\/paolocesarettiarch\/"}]}},"jetpack_featured_media_url":"https:\/\/socialdesignmagazine.com\/mag\/wp-content\/uploads\/2022\/05\/1_Esterno-0.jpg","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p6cV7V-bw4","gt_translate_keys":[{"key":"link","format":"url"}],"_links":{"self":[{"href":"https:\/\/socialdesignmagazine.com\/mag\/wp-json\/wp\/v2\/posts\/44272","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/socialdesignmagazine.com\/mag\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/socialdesignmagazine.com\/mag\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/socialdesignmagazine.com\/mag\/wp-json\/wp\/v2\/users\/1044"}],"replies":[{"embeddable":true,"href":"https:\/\/socialdesignmagazine.com\/mag\/wp-json\/wp\/v2\/comments?post=44272"}],"version-history":[{"count":4,"href":"https:\/\/socialdesignmagazine.com\/mag\/wp-json\/wp\/v2\/posts\/44272\/revisions"}],"predecessor-version":[{"id":44293,"href":"https:\/\/socialdesignmagazine.com\/mag\/wp-json\/wp\/v2\/posts\/44272\/revisions\/44293"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/socialdesignmagazine.com\/mag\/wp-json\/wp\/v2\/media\/44274"}],"wp:attachment":[{"href":"https:\/\/socialdesignmagazine.com\/mag\/wp-json\/wp\/v2\/media?parent=44272"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/socialdesignmagazine.com\/mag\/wp-json\/wp\/v2\/categories?post=44272"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/socialdesignmagazine.com\/mag\/wp-json\/wp\/v2\/tags?post=44272"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}