Madonna di Campiglio (TN)
The Brand design project for the new FIAT chalet in Madonna di Campiglio involved customizing the spaces with the FIAT, ALFA ROMEO and JEEP® brands.
Each brand has its own flavor: the fresh and pop image of the FIAT brand is combined with the large self-service room of the refuge. Two exclusive areas have been respectively branded with the premium brands ALFA ROMEO and JEEP®. The project involved interventions on various scales: the creation of specific set-ups specifically made on portions of walls, the design of customized lamps, the introduction of specially designed graphic elements on glass and opaque surfaces. The project went into detail up to the definition of the table setting.
The large self-service hall crowded with hundreds of skiers throughout the day and from the early hours of the morning was chosen as the ideal setting for the FIAT brand. The history and the image of the brand and in particular of the iconic Fiat 500’s world have seen the use of graphic elements with a POP flavor with wire drawings or images that recall the historical iconography of mountain and alpine sports. Graphic language was also used in the design of the trays and other details.
A warmer atmosphere has been set up in the new JEEP® VIP Lounge. Wood, with elegant and worked finishes, has been the “trait d’union” as it is akin to both the perception of the alpine refuge and the vocation of the Jeep® brand.
The restaurant reserved ALFA ROMEO area includes elegantly sporty Alfa-style lighting fixtures with a hi-tech flavor. At night when the refuge is often the venue for private events or dinners for special occasions, the room is tinged with warm red tones that enhance the wooden walls of the room.
Client: FCA - Fiat Chrysler Automobiles
Location: Madonna di Campiglio (TN)
Typology: Brand Design
Project: LAB71 architetti
Concept and Leader: Giovanni Castellano; Filippo Seganti
Team: Maria Rita Santoro, Edoardo Fabbroni, Enrico Moncada
Stand builder: INTERFIERE