For my master’s thesis, I collaborated with Gabriella Di Lorenzo on a group project to design a booth for Armando Vicario during Fuorisalone and Salone del Mobile in Milan. The concept focused on creating a visually engaging and functional space that reflected the brand’s identity, craftsmanship, and contemporary design language.
Concept
Inspired by the calming reflections of water, Ripples of Silence offers visitors a peaceful escape from the fast pace of Design Week — a space to slow down, reflect, and reconnect.
Research & Insights
By studying previous Design Week installations, we discovered that interactive and emotionally engaging booths attract the most visitors. This insight guided our concept toward experience over exhibition.
As part of this transformation, the Armando Vicario logo was also reinterpreted to harmonize with the new visual direction.
The revised logo adopts a softer, fluid expression, echoing the transparency, movement, and organic flow of watercolor. This subtle adaptation ensures that the brand identity seamlessly blends into the poetic atmosphere of Ripples of Silence, while maintaining brand recognition and elegance.
Experience Design
1. Entrance — A Moment of Calm
Visitors step into a relaxation zone with soft seating, shimmering reflections from a hammered steel surface, and gentle water sounds — a serene pause amid Design Week’s chaos.
2. Main Booth — Interactive Discovery
Two stands feature functioning faucets with integrated water tanks and filtration, allowing hands-on interaction. A glass light wall softly extends the play of reflections throughout the space.
3. Watercolor Station — Creative Flow
Guests are invited to paint with blue watercolors on arch-shaped paper, exploring creativity through the fluid, unpredictable nature of water.
To create a fully cohesive visual language, we extended the watercolor aesthetic across all elements of the communication — from invitations and posters to digital media.
Through this unified approach, every detail, from typography to texture, communicates the same message: a calm, reflective, and immersive experience inspired by water.
Digital & Social Strategy
Instagram Campaign
Vicario’s Instagram adopts the Ripples of Silence style, sharing artistic previews and drawn interpretations to build intrigue before the event.
This fresh, poetic content contrasts the brand’s usual product-focused feed, capturing new attention.
This fresh, poetic content contrasts the brand’s usual product-focused feed, capturing new attention.
Teaser
Visual teasers highlight flowing watercolors and reflections, along with the date and location, inviting curiosity without full revelation.
#RipplesOfSilence Activation
During the event, visitors can share their creations at the Watercolor Station using the hashtag #RipplesOfSilence to receive their gift tote.
This generates organic content, showcases visitor creativity, and expands online reach to new audiences.
This generates organic content, showcases visitor creativity, and expands online reach to new audiences.
