The “Mordilatte” project touches in a complete way every single discipline managed in the Studio, from marketing strategies to the design of spaces, trough the integrated graphic communication.
The Idea behind “Mordilatte” is based on the concepts of Sweet and Good in an unobtrusive soft way, linked to the ice-cream tradition and to the spaces of our childhood.
The location of “Mordilatte” is a portion of an old small Church located in the old area of the city center of Florence, large openings on street and a traditional brick arch inside are the peculiarities of the space.
The project’s language mixes traditional, almost antique elements like the old oak wood (obtained from old wood beams), the small tiles like in the neighborhood milk shops and the domestic, familiar refrigerators.
A large suspended ceiling connect the space turning upside-down the usual ceramic clad surfaces and becomes the support for technical services and lighting. The long display counter is covered with recycled wood and diamond shaped blue tiles. The back counter wall supports a series of recycled refrigerator’s doors that are used to display and communicate the organic ingredients, the idea of handmade ice-cream and the freshness of the product.
In the corner dedicated to crushed ice drinks the covering made with playing cards recalls the traditional bar games and becomes a decorative pattern. A long and narrow wood framed window shows the inside of the preparation workshop where is possible to see the preparation of the ice-cream in order to demonstrate the healthy and natural principles of the whole productive cycle.
The branding and the whole graphic language is inspired in a light way to the dietary and childish world adding personality to the space itself through its heterogeneous expedients, the communication becomes in this way an integrated part of the physical space.
