Caselle Open Mall
The real estate company Aedes SIIQ involved Bellissimo in a major European project: the brand management and the coordinated image development of a new-generation mall.
COM stands for Caselle Open Mall and is the new ambitious project that Aedes SIIQ S.p.A. —a leading real estate company founded in 1905, listed on the Milan Stock Exchange since 1924— presented at Mapic Cannes 2017, a major international real estate event.
This original concept, which will be developed across 113,000 square meters, will provide a varied commercial offer, combining business, entertainment and food courts: over 200 shops dedicated to a crosscutting range of customers, cultural and leisure areas, as well as a wide choice of gastronomic excellence, blending innovation and tradition.
Located near the airport of Caselle Torinese, well connected to the main communication routes, COM has also been designed with a view to urban sociality, alternating open and covered areas connected by a network of pedestrian streets, walkways, passageways and squares.
In addition, in partnership with iP2 Entertainment — a leading company for indoor theme parks — Aedes SIIQ signed a 10+ years agreement with National Geographic Partners LLC, for opening in COM the first Family Edutainement Centre in Europe.
The centre will offer an engaging and innovative experience, combining the best of theme parks, museums, gaming and role-playing: a wide range of attractions and interactive activities, inspired by 130 years of natural and scientific discoveries of the National Geographic Society.
(In the previous image, the COM logo is the protagonist of the Cannes Mapic presentation campaign, created by Canali&C.)
Expressing the richness of such a large offer has once again required Bellissimo’s utmost commitment. A challenge addressed with our usual accuracy, with particular attention to the future visibility of the site.
The consulting process followed Bellissimo / Luca Ballarini’s consolidated branding method: interviews with company executives, aimed at identifying brand promise and values — a place with a brave, “urban” soul — which now represent the foundations of COM’s visual identity and future communication.
The main element of the visual system, the Caselle Open Mall logo, lays out the three letters of the acronym in a modular grid. The combination of curved and broken lines, open and closed areas, recalls the spirit of an innovative, ambitious, sustainable and inclusive project.
The colour spectrum of the chromatic palette has been selected to give a bright and sharp personality to the brand image, able to engage a wide and varied target.
The resulting distinctive and modern image ensures versatility of use and embraces many different contexts.
Large commercial enterprises are not new to our studio, which was previously involved with the visual identity of the luxury mall Alhazm, in Doha (Qatar), and with many projects for the shopping mall Le Gru in Turin.