10 CORSO COMO
BRAND REDESIGN DURING THE PANDEMIC TO ENSURE CONTINUED SALES AND CUSTOMER EXPERIENCES. ONLINE AND OFFLINE INTEGRATION
YEAR
2020
COUNTRY
Italy
CLIENT
10 CORSO COMO
PHYSICAL RETAIL STORES REMAIN OF HIGH VALUE GIVEN THEIR INTRINSICALLY SENSORY AND EXPERIENTIAL QUALITY. THEIR CONTINUED RELEVANCY THROUGH THE PANDEMIC REQUIRES CONSTANT RESEARCH AND DISCOVERY OF NEW IDEAS AND SOLUTIONS ACROSS ALL CHANNELS OF THE CUSTOMER JOURNEY.
THE MULTIPLE TOUCH-POINTS WERE BUILT THROUGH THE SAME PROCESS.
STUDYING AND VISUALISING
user journeys THROUGH THE STORE
WERE SIGNIFICANT IN DESIGNING FOR
AN OFFLINE EXPERIENCE.
UNDERSTANDING EXPERIENCE AS A MEDIA, IN ORDER TO APPLY MY SKILL SET AND APPROACH IT AS A MEDIA AS WELL, WAS THE MOST DAUNTING PART OF THIS PROJECT. IT WAS KEY FOR THE PROPOSAL TO MAKE SENSE AS WELL AS TO HONOUR THE POSTURE OF THE BRAND.
PIONEERS OF CONCEPT AND EXPERIENCE BEING INTEGRATED INTO DESIGN, 10 CORSO COMO DESCRIBES ITSELF AS “A MULTI-FUNCTIONAL SPACE, A MEETING PLACE, UNION OF CULTURE AND COMMERCE.” WITHIN THE 4 WALLS OF THE COMPLEX THERE EXISTS A WORLD OF ITS OWN. IT EXUDES ART, TAPS INTO THE FAST PACED WORLD OF FASHION, SLOWING IT DOWN JUST FOR A BIT. 10 CORSO COMO HAS ALWAYS PROVIDED A CALM TO THE WORLD OUTSIDE ITS WALLS, AN ESCAPE FOR MANY, LOSING THEMSELVES IN ALL THE SENSES THE PLACE HAS TO OFFER.
TRANSLATING 10 CORSO COMO’S IDENTITY INTO SIMPLIFIED, ADAPTABLE ELEMENTS FOR THE PANDEMIC INCREASED INTERACTION, PERSONALISATION AND TAPPING INTO THE CURIOSITY OF THE NEWNESS IN THESE UNPRECEDENTED TIMES.
THE CREATION OF A RECOGNISABLE IDENTITY ONLINE WAS ANOTHER IMPORTANT STEP. TAKING SIMPLIFIED SHAPES AND GRAPHICS FROM ALL OVER THE STORE AND INSPIRED BY GRAPHIC IN THE LOGO, I CREATED AN IDENTIFIABLE ICON FOR THE BRAND WHICH WILL TRANSLATE BOTH ONLINE AND OFFLINE.
BRINGING IT home
STAY HOME to travel
THE CAMPAIGN THAT WAS PROPOSED FOR THE BRAND WAS BASED ON TWO THOUGHTS – BRINGING TO THE 10 CORSO COMO COMMUNITY THE OPPORTUNITY TO TRAVEL DURING THE PANDEMIC AND THE NEW CONCEPT BASED INTERACTION THE BRAND WAS LOOKING TO PROVIDE OUTSIDE THE 10 CORSO COMO BUILDING. THE IDEA BEHIND LAUNCHING SUCH A SERVICE WAS TO ENGAGE THE DIGITAL CUSTOMERS IN A MANNER THAT REACHES FURTHER THAN ADDING TO THE BAG AND PURCHASING.
THIS CAMPAIGN WAS DESIGNED TO RUN TRUE TO THE IDEOLOGY OF 10 CORSO COMO BY PROVIDING A UNIQUE EXPERIENCE, OFFLINE.