snowshoes from the Alps to the Po Valley
We designed, in collaboration with Triennale Milano, the identity and communication system for “Giochi della Cultura”, a programme of cultural activities founded by Regione Lombardia to promote culture, tradition, heritage and sports as part of the Winter Olympic Games’ collateral activities.
We reinterpreted Bruno Munari’s Rosa Camuna, turning it into a dynamic symbol driven by the power of colour—fluorescent pink—chosen in deliberate contrast to the Region’s institutional green. We also defined four key elements that anchor every application, acting as a bridge between the Region’s institutional identity and the bold, disruptive imagery of the Giochi.
We reinterpreted Bruno Munari’s Rosa Camuna, turning it into a dynamic symbol driven by the power of colour—fluorescent pink—chosen in deliberate contrast to the Region’s institutional green. We also defined four key elements that anchor every application, acting as a bridge between the Region’s institutional identity and the bold, disruptive imagery of the Giochi.
GIOCHI DELLA CULTURA 25-26
for: Regione Lombardia
with: Triennale Milano
team: Pierluigi Anselmi, Pietro Buffa, Alessandro C. Busseni, Laura Bortolotti, Giada Fiorenza, Marco Gabriele
