GarofaloPaisiello is a new residential project in the heart of Milan signed by renowned architect Mario Cucinella for real estate company Sigest. An urban regeneration intervention that rises where Porta Venezia, Città Studi and Centrale meet. An authentic area, full of history with real neighbourhood life.

Our creative strategy and branding project relies on the statement "Cerchi casa, trovi un quartiere" (i.e. look for a house, find a neighbourhood). A concept that puts a focus on the area around the building as a core value to the whole real estate project.

Inspired by the theory of the "15 minutes city" we explored the area to get to know the business activities that made the location an ideal place to live in. A typical Milanese Trattoria, a Belgian chocolate shop, a Scandinavian cafeteria, a historical tailor shop, an international school of design, a contemporary art gallery are just a few among the protagonists that guided the identity process of GarolafoPaisiello.

As landmarks of the area, we interviewed the owners of shops, restaurants and clubs and created a neighbourhood guide distributed for free.

This guide also became an Instagram account @garofalopaisiello regularly updated with news and stories from the neighbourhood and the project itself.

This process led us to the name GarofaloPaisiello which spots exactly the place where the building will rise. The hashtag symbol is part of the logo to remind both a crossing point yet a community place where services mixed up with opportunities building a neighbourhood feel.

Different shades of green and striped geometric patterns are used as a tribute to the iridescent green ceramic slabs of the facade and a link to the sustainable soul of the residence designed by Mario Cucinella Architects.

A guidelines manual guarantees the brand consistency on every touchpoint from the identity to the point of sale.

 Font in use LFTEtica and LFTEticaMono available at Typetogether 

In collaboration with
Copywriting Eleonora Marangoni 
Photo Costantinos Chiorri 
Social Media Manager Diletta Rossi 
Video  Carlo Furgeri Gilbert 
Interview by Luca Molinari @lucamolinari66