Lancia, part of the FCA Group, confirms its natural inclination for the promotion of new creative codes and young talent with the “Ypsilon St’Art. Percorsi guidati” project – an original program of themed, free guided visits during the international art fair Artissima 2015, held at Turin’s Oval.
For this project, Angelini Design developed the guided visits’ brand architecture with naming, logo design, a social platform – with video-interviews in which the seven itineraries’ mediators unveil interesting facts from behind the scenes – and the creative development of the booth from which visits began.
On top of serving as a meeting point, the booth showcases the new Lancia Ypsilon in a lounge area with six hammocks, made of the same fabrics available for the car’s Gold and Platinum trims. Two walls, covered in an urban-inspiration photo collage, create a corner that cocoons the booth. On their surface, horizontal semi-sheer fabric bands display the letters in the Lancia Ypsilon name, providing depth, movement and texture.