At the heart of the project lies an artistic interpretation of the territory. Tasked with giving visual form to Franciacorta, British illustrator Lucy Jones created an imaginative map that transforms the real landscape into a magical place in which to lose and rediscover oneself. This artwork becomes the defining feature of the Cuvée Imperiale Special Edition case, elevating the product’s perceived value and strengthening its connection to the brand positioning “The Italian Sparkling Nature”.
From here, the story expands: the map becomes a language, and the language becomes a system. Berlucchi Franciacorta and Angelini Design have built a narrative platform capable of spreading organically across different channels and forms of expression—from digital and social communication to advertising campaigns, from DOOH activations to retail assets. Every touchpoint is designed as part of a single ecosystem, consistent in tone, aesthetics and message.
The narrative reaches its fullest expression in the creation of an immersive experience at the Dazi di Milano: a temporary exhibition that transforms illustration and packaging into space, giving life to an immersive video environment that engages the audience and strengthens their relationship with the brand and its values.
“We brought our Franciacorta to Milan and, together with Angelini Design, chose to tell its essence by transforming the territory into experience and vision.”
— Romina Castelletti, Marketing Director, Berlucchi Franciacorta
At the core of the exhibition is an original animated video, born from a layered and deeply human artistic process. Everything begins with a pencil-drawn storyboard inspired by the packaging illustrations: a primary, intimate language in which every stroke retains the presence of the hand and the fragility of paper. From this analogue origin, a sequence unfolds frame by frame through more than 2,000 animated drawings. The motion design work by Sofia Negri does not seek digital perfection, but rather the translation of gesture: 2D animation amplifies the mark, preserves its imperfections and extends its emotional resonance through rhythm, movement and colour.
Completing the work is an original soundtrack, composed specifically by Michelangelo Palmacci as an integral part of the visual narrative. Over 200 seconds of bespoke music complete the immersive experience, in which paper and digital media constantly interact. The result is a visual and sonic experience that conveys the complexity of the creative process from which it was born.
Franciacorta Incantata is the outcome of a collective effort, in which the agency deployed strategic, creative and production expertise, coordinating artists, illustrators, motion designers, composers, producers and technical partners.
A project that goes beyond a one-off special initiative or a single limited-edition object, and instead forms part of a broader brand vision that looks to the future with awareness and boldness. For Berlucchi Franciacorta, innovation means experimenting with new languages and new expressive territories while remaining true to its identity. A journey that places culture, talent and the ability to transform product into experience at its core, paving the way for an increasingly contemporary way of telling the story of Franciacorta and its universe of values.
