Beyond marble: a new visual identity for Marmomac

Marmomac is the world's leading event for the lithic sector and is a fixed appointment for all sectors of the sector. In addition to the commercial and technical areas, over the years it has been able to attract and involve an increasingly wider audience thanks also to themed exhibitions and special events in which companies, architects, universities and international designers try their hand at creating new works, using innovative applied technologies to lithic materials.

Goals

Develop a new visual identity and promote a more creative and modern approach for the entire event, with particular focus on the image and environmental design of some special areas, including including the so-called "The Italian Stone Theatre" pavilion, focusing on a freer interpretation of the relationship between materials and human "doing".

Solutions

For three editions we supported the fair in the creation of all the operational and promotional materials, starting from a strong and characterizing campaign concept and supporting the curators with the graphics applied to the internal displays of the event and the creation of editorial projects with a high media impact, including the catalog attached to the edition of the prestigious Domus magazine or the video and digital media designed to maintain contact with the public in the Covid era.

Marmomac Re-Start Digital Edition. Un evento trasformato in un’esperienza completamente online attraverso una piattaforma dedicata a visitatori ed espositori, permettendo un’esplorazione virtuale che supera ogni confine di tempo e spazio e pone le fondamenta per creare connessioni in un ambiente accessibile e intuitivo.

Results

The uniformity of the proposal, both on a large scale and in paper and video formats, made it possible to describe the uniqueness of the event through a single and inclusive interpretation, effectively opening new creative strands and stimulating developments in the years to follow. The existing link between lithic materials and human creativity has also been strengthened, finding in art an immense and constant source of inspiration, which has allowed us to diversify the general language of manifestation, beyond the purely commercial and technical sphere, and to bring it back to a more human level.