Biffi Boutiques x Domus Academy: Ephemeral Installations & Spatial Identity

Our quest was to conceive an ephemeral store narrative respecting the Biffi values & attracting the curious eye of today’s youth. Initially, we conducted a thorough brand analysis and definition, identified the competition and provided insight to the brand with our finds; additionally, a SWOT Analysis and Offline/Online Engagement Metrics supported our conclusions . To deliver our brief, we generated a complex concept with strong visuals and extended narrative. We placed our concept in 2050 and suggested the transformation of the shop's windows into a time capsule. The direct message was that Madonna, the dominant figure of the Italian culture, has evolved through time and is interpreted as a hybrid, diverse, Ai female of the evolutional species pan-human. The indirect message was that we employed personification by simulating the brand to a woman and more specifically a loving, protective mother, and attributed her with human qualities (voice, smell, emotional intelligence, artificial intelligence), made prominent through various in-store tools (sensorial add-ons, products mix, mannequins, video installation, windows and fixtures).