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19/01/2022 | LOCATIONS

SUPERSTUDIO LIKE STUDIO 54? THE STUDENTS HAVE THE FLOOR

Posted by: Giulia Tonucci

A University in Milan focused on communication, a company that works on creativity and innovation. Superstudio and IULM set up a collaboration to research the brand identity of the company, a task that the institute assigned to the students after they took part in the Superdesign Show last September. This project showed not only established situations but also new and stimulating points of view.

Comparing ourselves with the new generations is like looking in a mirror in which the reflection does not always return the image we are used to. Superstudio rose to the challenge of giving the last word to about twenty young university students, chosen for a very specific project.
In advertising communication classes, one of the first things students learn is the difference between brand identity and brand image. In a nutshell, while identity is what the brand communicates, the image is how the brand is perceived outside. The branding expert Jean-Noël Kapferer proposed years ago to analyse the efficacy of brands communication through a 6-sided prism, each face referring, in order, to physical characteristics, personality, cultural universe, relationship, reflection and representation. The IULM students, who had collaborated with us during the last Design Week, were invited to return their experience through a Kapferian analysis of the Superstudio "brand". A detailed profile emerged, which was characterized by the heterogeneity of Superstudio target audience as being from all over the world and of any age. Furthermore, students understood the original intent of the company, which was to establish relationships with customers and partners from many different niches, while sharing a desire to entertain, inform and elicit innovative ideas, in an environment that involved minds as well as hearts.
Their analysis sometimes made us smile at their esprit and alacrity. As with the comparison between Superstudio and Andy Warhol's Studio 54, which some students re-evoked primarily for the visual similarities of the logo, but also for the factory-like nature that Milanese studios have always represented as meeting places for creative and artistic figures, sources of international and revolutionary photo projects.
Furthermore, many have recognized the significance of the past history of the two founders of Superstudio, Gisella Borioli and Flavio Lucchini, and how this allowed them to develop the right intuition to fill a physical and conceptual void in the city. As a result, three innovative and impressive spaces were added in time, expanding Superstudio's versatility and including large events, exhibitions, and editorial publications.
Ultimately, all the students confirmed how this Milanese company is still regarded as an important benchmark, particularly for its commitment to fashion and design through the close observation of the present, involving younger generations, and emphasising all that has made Milan and Italy icons in the world.

We would like to thank the students of the Degree Course in Fashion and Creative Industries of the Iulm University who took part in the project promoted by Superstudio: Martina Albanese, Maria Luce Guidobono Cavalchini, Antonella Ciancia, Federico Colombo, Greta d'Atti, Charlotte Di Qual, Alessandra Rocca Lucia Gottuso, Beatrice Jahaj, Fatoumata Kande, Sara Levada, Giulia Elisabetta Malacarne, Emy Musitelli, Giorgia Panuzzo, Alice Schiappacasse, Sara Valenzano, Alice Vanoli. 


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