FARM
Milan, Italy
2022
How do you create a visual identity that enhances the contrast between the festive aspect of the Navigli district and the tranquillity of the neighbouring medical area, while reinforcing the idea of a welcoming community?
Festive/quiet contrast
Community and relaxation
Historic visual identity
Farm is an urban regeneration project located to the south of Navigli, a district of Milan known for its dynamism and cultural appeal. Surrounded by universities, restaurants and bars, Farm is characterised by its peaceful atmosphere, creating a harmonious contrast between tradition and modernity. Surrounded by universities, restaurants and bars, Farm is characterised by its peaceful atmosphere, creating a harmonious contrast between tradition and modernity.
The inspiration for the project is rooted in the history of the site: in the past, the area was home to the Istituto Sieroterapico Milanese, a medical institution specialising in the development of medicines and vaccines. The name Farm, short for Farmacia, symbolises this heritage and embodies a vision of urban well-being. In contrast to the hustle and bustle of Navigli, Farm offers a soothing setting, conceived as a “serenity pill”, where nature, architecture and innovation come together to reinvent the city.
