Brand architecture and façades

The methods developed for “distinctive design” (or identity design), applied to the façades of brand architecture, involve procedures of evolution and of technological metamorphosis, as well as manipulation and hybridization between executive techniques, with the amplification of communicative aspects. Project and constructive development is determined through functional virtuosity capable of narrating and decoding the strategic choices that translate the history, originality and goals of the brand. The criteria of “distinctive design”, applied to these building façade systems transform every flagship store into an architectural icon by assigning it a particular poetic orientation and customized interpretation of current experiments in product devevelopment1: the paradigms and typological characteristic are expressed as a combination of content and performance, or “useful skins” (transferring the institutional character and reliability of the brand to a subtle balance of shapes, materials and colors, with a sensory and multimedia approach, or even as “ornamental packaging skins” (via logics of multimaterial relativity and specialized stratification, making it possible to imagine the precious interiors of the stores).