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PW Brand Design. Il negozio dietro l'angolo: Campomarzio70

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Il project work prevedeva l'analisi, la strategia e il progetto di un brand scelto da ogni gruppo durante il corso di Brand Design tenutosi dal prof. Eduardo Salierno nell'a.a 2011/2012.

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PW Brand Design. Il negozio dietro l'angolo: Campomarzio70

  1. 1. Corso di Brand Design Prof. Eduardo Salierno Il negozio dietro l’angolo «Campo Marzio 70» Gruppo 15: Mauro Carlucci Maria Letizia Castelli Luana Costa Maria Antonietta Cuccia Lucia Emiliani Serena Poggetti
  2. 2. Analisi
  3. 3. Analisi Campomarzio70: “Diffusori di cultura olfattiva” Campomarzio70 nasce negli anni ’40 da una passione per la profumeria artistica condivisa e tramandata di padre in figlio con il desiderio di scoprire e proporre creazioni capaci di trasmettere emozioni autentiche.
  4. 4. Analisi Mission: Campomarzio70 si propone di diffondere nel mondo la cultura olfattiva ponendo particolare attenzione al lavoro di quegli Artisti che creano profumi spinti dal desiderio di comunicare la propria visione del mondo.
  5. 5. Analisi Valori: • • • • • • Passione Cultura Creatività Originalità Familiarità Legame personalizzato con la clientela
  6. 6. Analisi Un brand…tre negozi Campo Marzio Pantheon Via Vittoria
  7. 7. Analisi Tre negozi…tre target • Pantheon: «Per veri amanti dell'estetica, in tutte le sue forme». • Campo Marzio: «Per appassionati, curiosi e amanti del bello». • Galleria via Vittoria: «Punto di riferimento non solo per chi i profumi li ama, ma anche per chi li crea».
  8. 8. Analisi Percezioni esterne Come ha conosciuto CampoMarzio70? • «E’ un negozio storico di Roma […] da quando hanno aperto questo di via Vittoria vengo sempre qui, sono molto disponibili e mi fanno scoprire tante cose sui profumi…» (Lucia, 52 anni). Sa che il punto vendita di via Vittoria è anche una Galleria? • «Si, ma non ci sono mai andata!» (Rossella, 65 anni). • «Galleria? In che senso?...Ah, bello! Non lo sapevo!» (Irene, 37 anni).
  9. 9. Analisi Posizionamento dei tre negozi
  10. 10. Analisi Strumenti di contatto con i pubblici • • • • • • • Personale Brochure Eventi Co-branding Sito internet Newsletter Social network
  11. 11. Analisi Competitor
  12. 12. Analisi ProFvmvm • Pro Fvmvm è una profumeria raffinata ed esclusiva che nasce nel 1996, a seguito di un’evoluzione commerciale della storica attività profumiera della famiglia Durante. • Si avvale di boutique monomarca presenti sia sul territorio italiano che all’estero.
  13. 13. Analisi ProFvmvm Mission: «Trasmettere emozioni, sensazioni, con gli odori che sono la nostra memoria». Valori: • Passione • Attenzione alla qualità delle materie prime • Emozione • Tradizione
  14. 14. Analisi Competitor
  15. 15. Analisi L’Olfattorio Bar-à-Parfums • Uno spazio dedicato alla profumeria selettiva, considerato un punto di riferimento dagli esperti mondiali di profumi e cosmetici di nicchia. • Una formula, unica al mondo, che ha rivoluzionato il rapporto con i profumi artistici, aperto con l'intento di fare assaggiare le essenze in un modo inedito e rivoluzionario.
  16. 16. Analisi L’Olfattorio Bar-à-Parfums • Un banco scenografico, sgabelli da bar, una selezione di duecento fragranze da degustare in speciali calici di carta che permettono una full immersion olfattiva attraverso passeggiate poli-sensoriali. • il Profumo si "assaggia" come fosse uno champagne, si centellina come un superbo vino d'annata. L'aspetto è quello di un qualsiasi American bar, ma qui ci si inebria di profumi.
  17. 17. Analisi Realtà omologhe: Galleria Olfattiva di Laura Tonatto
  18. 18. Analisi La Galleria Olfattiva di Laura Tonatto Creatrice di profumi fra le più note al mondo, la torinese Laura Tonatto ha inaugurato a Roma la prima "galleria" olfattiva che riunisce i percorsi culturali sperimentati in 25 anni di attività.
  19. 19. Analisi La Galleria Olfattiva di Laura Tonatto La “location” si sviluppa come un museo e permette d’annusare le fragranze grazie a particolari installazioni che consentono di vedere o ascoltare le opere che le hanno ispirate.
  20. 20. Analisi La Galleria Olfattiva di Laura Tonatto Le fragranze sono ispirate alla pittura, all'opera lirica, alla letteratura e al cinema. Non verranno mai commercializzate, ma danno l’opportunità di abbinare l'olfatto agli altri sensi che ci permettono di ammirare un capolavoro.
  21. 21. Analisi VS
  22. 22. Analisi Campomarzio70 Vs Galleria Olfattiva di Laura Tonatto • La Galleria Olfattiva di L. Tonatto non possiede attività commerciali. La vendita delle fragranze, prevista solo per un numero ristretto di prodotti, avviene esclusivamente tramite boutique on line. • Campomarzio70, oltre alla Galleria, possiede altri due punti vendita.
  23. 23. Analisi Campomarzio70 Vs Galleria Olfattiva di Laura Tonatto • La Galleria Olfattiva di L.Tonatto ospita le creazioni di un unico artista. • Campomarzio70 si propone di raccogliere le opere dei più famosi «nasi» provenienti da ogni parte del mondo.
  24. 24. Analisi Conclusioni • Analizzando quanto affermato dal personale interno di Campomarzio70 e avendolo confrontato con le interviste fatte sul campo, si evince chiaramente una discrepanza tra identità di marca dichiarata e immagine percepita. • Si può notare, altresì, una differente percezione, da parte del pubblico, dell'identità di brand dei diversi punti vendita. • La Galleria è, in larga misura, considerata un negozio d’elite, quasi una gioielleria. Presupposti che creano timore al pubblico che spesso rinuncia ad entrarvi.
  25. 25. Analisi Obiettivi • Trasmettere un’unica identità di brand attraverso un unico logo (architettura monolitica). • Ridefinire il design del punto vendita cercando di trasmettere un’unica identità visiva. • Essere riconosciuti come una «Vera Galleria» migliorando la comunicazione dell’identità stessa e cercando di limitare l’incertezza del pubblico nell’entrare.
  26. 26. Strategia
  27. 27. Strategia Aspirazione • Essere percepiti come una Parfume Gallery contenente le creazioni dei più famosi «nasi» del mondo. • Diventare un punto di incontro tra Individuo, Arte & Cultura accompagnando il pubblico in un percorso innovativo nel mondo dei profumi.
  28. 28. Strategia Valori • • • • • • • Sperimentazione Ricercatezza Rapporto personalizzato con il cliente Esperienzialità Multisensorialità Innovazione Raffinatezza
  29. 29. Stategia Brand Character The Art of Scent
  30. 30. Strategia Posizionamento Innovazione Campomarzio70 L’Olfattorio Scienza Arte Galleria L. Tonatto Pro Fvmvm Tradizione
  31. 31. Strategia Messaggi chiave Inebriati di cultura Scent of art Indossa un’opera d’arte
  32. 32. Strategia Mission Offrire un’esperienza unica, personale e multisensoriale attraverso un viaggio nell’arte e nella cultura del profumo proponendoci come l'anello di congiunzione tra “nasi” ed esponenti di tutte le forme d'arte, favorendo e incoraggiando collaborazioni innovative alla ricerca di nuovi spunti per fragranze sempre nuove, uniche, personali e ricercate.
  33. 33. Strategia Vision Promuovere la cultura del profumo fino a farla riconoscere come «L’ottava arte». Una visione artistica della profumeria dove la creazione di ciascuna fragranza nasce dal vissuto personale dell’artista che, intrecciandosi con quello dell’individuo, contribuisce a far affiorare percorsi introspettivi inaspettati.
  34. 34. Progetto
  35. 35. Progetto Design • Mantenere nel logo colori istituzionali e lettering essenziale; • Far emergere un’unica identità composta da una galleria e due punti vendita; • Strizzare l’occhio all’arte e al design.
  36. 36. Progetto Design Exploration
  37. 37. Progetto Logo
  38. 38. Progetto Tagline
  39. 39. Progetto Tone of voice • • • • • • • Pulito LinearePulito Lineare Elegante Ricercato Raffinato Essenziale
  40. 40. Progetto Target • • • • • Culturalmente attivo Intellettualmente vivace Curioso Sensibile Esploratore
  41. 41. Progetto Brand Experience: strumenti • • • • Personale Brochure Eventi Co-branding • • • • Punto vendita Sponsorizzazioni Pagina su rivista specializzata Biglietti da visita
  42. 42. Progetto Brand experience: strumenti • • • Sito internet Newsletter Social network
  43. 43. Progetto Restyling punto vendita • Mantenere i colori della Galleria, ripresi anche nel logo, e traslarli nei due punti vendita in modo da trasmettere un’identità univoca. • Rendere più accogliente l’ingresso della Galleria eliminando l’allestimento vetrina e spostando la cassa in un ambiente più riservato.
  44. 44. Progetto Brand experience: messaggi • Condividere valori e cultura aziendale; • Comunicare la Galleria come luogo di cultura, esperienza, arte e intrattenimento; • Valorizzare gli artisti esposti in Galleria; • Comunicare eventi.
  45. 45. Progetto Annunci Inebriati di cultura www.campomarzio70.it
  46. 46. Progetto Annunci Inebriati di Cultura Inebriati di cultura www.campomarzio70.it
  47. 47. Progetto Annunci Inebriati di cultura www.campomarzio70.it
  48. 48. Moodboard

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