An Italian Design Story

Molteni&C is one of the biggest names in Italian Design today. Founded in 1934, and still lead by the Molteni family, the brand has represented the excellence of Made-in-Italy for the best part of a century.

To celebrate the brand’s 90th anniversary we crafted “An Italian Design Story”, a creative concept and comprehensive communications strategy designed to maintain engagement throughout the celebratory year across both digital and physical touchpoints.

The concept was divided into chapters each of which unveiled a different aspect of the brand including its history, products, and designer collaborations. This created a compelling narrative to boost brand awareness at key moments of the year, keeping the audience intrigued and leveraging the anniversary content among both potential and current audiences.

The brand celebrated this landmark anniversary with a series of events including a special experience room at the Salone del Mobile, an exclusive party at Milan’s Pirelli Hangar Bicocca, series of video interviews with designers that were launched on the brand’s social media channels and encapsulated within the dedicated digital platform and, finally, with the launch of Molteni Mondo a book project that presents a cinematic view of the world of Molteni&C. With the creative direction of Beda Achermann and photography by Jeff Burton, this book provided the inspiration for the creative look & feel that we applied to An Italian Design Story across all touchpoints.

To provide a distinctive identity to the project, we developed a palette to compliment the brand’s main corporate colors. We also created an ad-hoc font from a hand-written script provided by Molteni&C. We used this font across all campaign materials and to create the project logo. The use of handwriting highlights a key aspect of the brand’s heritage and identity: the people behind the product. It also adds to the cinematic and artistic aspect of the project.