![]() This is a graduate final project and not for commercial use. The designer, Agra Satria DOES NOT OWN or CLAIM these images to be his. Le style extérieur sobre du Teatro alla Scala évoque le charme d’une beauté ancienne qui ne cesse de surprendre ses visiteurs. The campaign photography shown below are taken from the google image search engine and purely used for visualization purpose only, to show the direction of the identity system. On the final stage, as an adult the pattern turned into something that was more intricate, similar to the mind of every grown ups.Ĭlient : Teatro alla Scala, Milan - Italy On the second stage as adolescent, people tend to learn new things in life and their mind became more complex just identical to the pattern. These stacking system was a metaphor on how actually people grow: during the child stage they are considered to be simple, pure and naïve. Finally in the Adult class, stacking all elements in maximum three layers was possible. For the children category, the secondary elements were only allowed to be configured in one layer, while in the adolescent group, it was permitted to stack different elements in limitation of only 2 layers. Each of the elements could be mixed, matched and stacked to create a certain depth. And Secondary elements that wereinspired by the neoclassical decorative pattern was used. Coherent to these groups, branding experiences were specifically designed. ![]() A new form of logotype was also made in proportion to the new, improved shield curves.Īs a part of the new branding strategy, the target market was divided into three main groups: children, adolescent and adult. The decorative vines are removed, extracting it as a metaphor of growth. A simplification is needed, when there are some sizing difficulties on applying a logo with intricate details like these. It is surmounted by a golden crown, and flanked by a branch of laurel and one of oak and some extra decorative vines. It consists of a white or silver shield, on which is superimposed a red cross. The new identity was constructed according to the original logo. Today, La Scala’s magnificent Neoclassical exterior belies the sophistication of the technology that lies at the heart of its operatic and ballet dance productions, which complements the skills of the world’s most talented musicians.Teatro alla Scala, the leading opera house in Italy is one of the most respected music institutions in the world, needs a visual rejuvenation to establish regeneration, as it is crucial to conserve all the theatre itself and the existence of the arts. The crimson silk upholstered gilt boxes and seats of the horseshoe-shape were restored to their luxurious glory, while the technical areas were modernised to become state of the art – even the theatre’s stage machinery moves horizontally as well as vertically. La Scala endured various incarnations over the years and underwent extensive renovations in the 21st century, reopening in 2004. The opera house first opened in 1778 with ‘Europa riconosciuta’ (Europe Revealed), by Wolfgang Amadeus Mozart’s rival Antonio Salieri. Nevertheless, the opera house has witnessed an impressive array of premieres by major artists including Gioacchino Rossini and Karlheinz Stockhausen. La Scala audiences are notoriously critical and even the most experienced performers have met with a scathing response from the theatre’s, possibly fussy, spectators. Despite such steep prices, getting hold of them is not easy as people rush for the chance to witness the most important event in the musical year and the most glamorous in Italy’s social calendar. Ticket prices for the opening night at La Scala can cost thousands of euros. ![]() ![]() Critics, journalists and the music-loving public follow events at La Scala with an eagle eye because the theatre is not just Italy’s most famous and prestigious opera house, it is arguably the most important opera house in the world. Traditionally, La Scala’s opera season opens on 7 December, which is the feast day of St Ambrose, the patron saint of the city. The anticipation surrounding the opening night of the annual opera season at Milan’s Teatro alla Scala opera house reaches fever pitch by late autumn.
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