At carnival, reality is not what it seems.
For Venice's Fondaco dei Tedeschi we started from this concept: masks — even the most modern ones we wear — are ways of expressing who we truly are, free from the constraints of everyday life. The carnival we sought to represent became a way to try to change reality and look beyond the appearances that deceive the eye.
Colors, optical illusion, playful interaction between appearance and reality
By overlaying coloured filters onto visuals, we revealed a meaning that would otherwise remain hidden. Using subtractive colour synthesis and designing complex images for visitors to decipher, we sought to create a playful interaction between appearance and reality. The strength of the concept lay in its cohesive execution across every touchpoint, from visuals and merchandising through to digital marketing, in a rewarding team effort.
A moment of serenity lasting only an instant
Venice is still at its most beautiful in the evening. In the past, following certain events, it was forbidden to walk around masked at night. Gambling while masked was also forbidden, as was entering a place of worship dressed as a nun or priest. It is amusing to think about the “problems of yesterday’s Venice”, and sobering to realise that after a lovely evening in costume, our passers-by went home to a European landscape that had already changed.
Analogue motion graphics and visual experimentation
To calibrate our visual strategies we used every technique we know. We analysed how long it took a pedestrian to walk past the surfaces available to us and measured the reading distance. To find the right balance, we created prototypes and animated simulations, which then generated further ideas for the digital and social campaign.
Synthesis and expressiveness: illustrator Lucio Schiavon’s role
We had already worked with Lucio Schiavon, but on this occasion his contribution was even more decisive. Lucio has long been an illustrator for the Fondaco and, as a talented Venetian, we had no doubts about his ability to blend tradition and freshness. His ability to get straight to the point was as vital as his enthusiasm for developing our concept, both with pencil and scissors.
One concept, endless outputs
Starting from two key visuals, we developed a visual vocabulary of signs and techniques that was applied across the Fondaco’s 12 shop windows in Venice. Combined with animation, it informed the online teaser campaign and was then adapted into the Fondaco visual language across shopping bags, confetti, face masks, postcards, posters and T-shirts.
Subvert tradition, or evolve it?
Venice—and Rialto in particular—has undeniable historic charm, yet generating fresh, contemporary ideas can often be difficult. We are especially grateful to the Fondaco dei Tedeschi team for supporting us and giving us the freedom to explore and experiment with new languages and techniques.
PROJECT CREDITS
Client: DFS Fondaco dei Tedeschi;
Location: Venice;
Year: Carnival 2022.
Studio Visuale Team
Design director and creative producer: Francesco Pia;
Graphic design: Daniele Balcon and Marta Pulin;
Copywriting: Roberto Pizzato;
Animation: Alice Musi;
Photography and video: Leonardo Gava and Francesco Pia.
Illustrations
Lucio Schiavon.
DFS Fondaco dei Tedeschi Team
With the invaluable contribution and support of Alice Biondelli and Francesca Bressan, together with Giampaolo Di Fino, Chiara Strinati, Giovanni Solimeno, Anna Adriani and Michela Furlanetto.
Window-display production
Hangar Fusina
Technical solutions and production: Giorgio Bonato, with Davide Lazzarotto, Simonetta Segato and the entire Hangar Fusina team.
