Mantovarchitettura (MA) is one of the most important architectural festivals in Italy. Inspired by Mantovarchitettura’s militant concept, the theme centers around the question, “What precedes constpruction?” I believe the answer is deconstruction. This principle drives a dynamic and participatory project while encouraging reader engagement.
Role:
Art Director
Industry:
Entertainment
Client:
Mantovarchitettura
Challenges
The challenge was to create a completely new visual identity for the festival that not only stood apart from previous editions but also highlighted the uniqueness of this particular one. We collaborated closely with the client to explore innovative solutions that would allow the public to engage with the festival in a way that mirrored the concept of deconstruction itself. The most significant challenge was undoubtedly designing an identity that was vast and multifaceted, spanning across newspapers, printed programs, and the website, while ensuring cohesion and a powerful visual impact. From the outset, we sought to break away from the typical minimalist, "Swiss-style" architectural identities, pushing instead for a more creative and disruptive approach.
Approach
In the early stages, we engaged in extensive discussions with the client and explored various design directions. Starting with the festival's motto, we brainstormed ideas that would set the festival apart, ultimately focusing on the concept of instability and deconstruction. Once we settled on this creative direction, the design phase followed a more structured path. We defined all the key assets and guidelines for the new brand, ensuring that each platform—whether print or digital—was treated with the necessary visual elements to create a unified and compelling identity.
Conclusions
Mantovarchitettura's 11th edition was widely recognized and praised, not only by the media but also by the public. The innovative design approach resonated with attendees and participants, making this one of the most appreciated festivals to date. The strong visual identity, coupled with the concept of deconstruction, left a lasting impression and set a new standard for future editions of the festival. This project showcased the power of creative risk-taking and highlighted the importance of crafting an identity that both challenges norms and engages the audience in a meaningful way.
