Light… a fundamentalelement to space perception

Development of the architectonical concept of a brand.

Interview with Marco Giammetta

Enel.Si Shops. In today’s world the brand is often the fundamental element in a company’s market strategy. For this reason companies seem to be highly committed to promoting their brands through increasingly sophisticated and avant-garde communications techniques. It is obvious that in this scenario designing sales points and head- quarters becomes extremely crucial since they are spatial and sensory projections of the brand values. Talking to Marco Giammetta who, along with his brother, Gianluigi, has designed important sales points such as ENEL SI, TIM and SDA – KEY POINT, about their young, but significant professional history, we tried to understand how architecture can be considered a language for creating a habitat, a place that can bring the values and the spirit of a brand to life and make them perceivable. We asked them about the role that light plays in theirarchitectural language and why they felt the need to design a new product with Targetti – a special and innovative downlight system called CONTINUM.- On the basis of your experience, from the earliest exhibitdesign experiments to the development of concepts for major brand sales points such as TIM, ENEL SI and SDA,how does the company image-architecture come into being and develop? For years now, our research has been based on the attempt to contrast and overlap the language of architecture in a play of synergisms made of shapes, material and light, and the language of communication based on signs furniture and symbols. The result is that we tell a story. Architecture is one of the most powerful communications tools because it works in three dimensions, and as opposed to graphics or images it can be directly experienced. It is through the creation of a dedicated habitat that we succeed in conveying the message of a product or of the company that makes it.
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