Fornace
Brand Development for Social Sustainability in collaboration with Louis Vuitton, Central Saint Martins.
Murano Glass, 1500 years of high quality craftsmanship, glass making and environmental issues.
Floods has been more and more frequent in the city of Venice and much more destructive during the past three years due to climate change. Current data shows that there are more tourists visiting Venice every day than there are actual inhabitants living and working in the city.
Local businesses and activities are closing because of recents floods which have highly damaged shops and workshops, but most of all because of mass tourism which has brought cheap competition and low quality lifestyle due to daily overpopulation.
In Murano, glass masters have been making handblown pieces since the 13th century and have been know for having the finest skills in the world. For example the Antica Murrina, a traditional technique which consists in placing small pieces of round shapes glass to create highly precise patterns. It is only made in Venice.
Due to mass tourism and cheap competition, what used to be an high quality and luxurious production is now about to die. Of the many workshops and artisans, only a small number remains and the old values are not being passed on to new generations.
Business Model
Business Model Canvas and planning. The aim of the project is to connect the dying community of craftsmen with the young generations struggling to find a future in Venice, in order to build a new community that will save the future of the local glass factories.
Emotional Location
Rebirth, moodboard and visual communication of the Emotional Location of the brand.
Workshops
Rebirth of the empty furnaces.
Retail
Showrooms and shops aesthetics.
The Collection
Product development for the brand. The vases are designed to resemble the manufacturing process of glass blowing. Each artisan or new student of the brand will blow differently and with different intestines, resulting in diverse and various shapes, always unique pieces that will evaluate the learning process and even its mistakes.
Brand Identity
Logo, website, assets and visual communication.
