REFLECTION OF IDENTITY
Master’s Thesis Project | Raffles Milano
This project was to create a creative and visual concept for Armando Vicario, a historic Italian brand known for high quality faucet design, and present it in an engaging memorable way during Salone del Mobile and Fuorisalone. The goal was to position Vicario as a reference brand within the design and architecture community by creating an exhibition layout, an immersive exhibition, and visual communication system that would create a memorable brand experience.
Our concept, Reflection of Identity, drew inspiration from the encounter between nature and human identity. Each faucet embodies natural materials, Italian craftsmanship, and a personal sense of expression becoming both a functional object and a symbol of elegance, innovation, and authenticity.
This was a collaborative project developed with one of my classmates. Together, we defined the overall concept and direction. I focused on the visual/online communication, the two logos, and designed the panels and labels, while may partners concentrated on the technical outlines, 3D renders, and final video production.
Tools Used: Illustrator, Indesign, Photoshop, Midjourney, Sora
Concept and Storytelling
Vicario’s design is born from the encounter between nature and identity. Each element comes from natural materials and is the result of 100% Italian craftsmanship and labor; it becomes a reflection of who our customers are and how they experience the spaces. Identity and nature blend where human presence meets elemental forms, making Vicario’s design both a personal expression and a celebration of natural harmony. Each product is a bridge between natural elements and the personality of its user, telling stories of elegance, innovation, and authenticity.
Exhibition
This exhibition invites visitors to encounter their own reflection within four distinct environments. Each room is dedicated to a single material: wood, brass, stone, and marble revealing the unique atmosphere and character each evokes. Mirrors placed above and below immerse visitors in these spaces, allowing them to see themselves refracted through the essence of each material.
Plan View
Inside Renders
Exhibition Layout
The goal of our exhibition is for people to see their reflection in a specific environment. We divided a space into four different rooms and each room is based on a materials: wood, brass, stone, and marble. On the top and bottom of the space are mirrors for people to see themselves in each room.
Final Renders
Logo
The logo design is derived directly from the form of the project. It represents the outline created in our exhibition. By abstracting this into a minimal geometric form, the logo visually connects the identity of the project with symbolizing balance and the space of our exhibition
LOGO
The logo was transformed into a 3D object. This logo allows visitors to physically engage with the concept rather than only perceiving it as a two-dimensional logo. The logo becomes an architectural element in itself bridging the gap between representation and built form, and reinforcing the immersive nature of the exhibition.
Hangar 21, MI, Italy
This is where the Immersive Exhibition will take place.
Immersive Exhibition
This exhibition begins with a personal touch: before entering, visitors receive a tablet to write their name and select a Vicario faucet along with a preferred material: wood, stone, brass, or marble. With choices made, they step into a mirrored hallway where the ceiling and floor reflect their presence, while walls and floor projections immerse them in shifting textures and nature sounds. As they walk, the space transforms in succession from wood, to stone, to brass, to marble guided by light, sound, and reflection. Throughout the journey, hidden sensors capture the visitor’s heartbeat, allowing the installation to reveal at the end which material resonates most deeply with them, alongside their personalized results on the final screen.
Plan View
Inside Renders
Immersive Exhibition Layout
The goal of our exhibition is for people to see their reflection in a specific environment. We divided a space into four different rooms and each room is based on a materials: wood, brass, stone, and marble. On the top and bottom of the space are mirrors for people to see themselves in each room.
Final Renders
