PRINTED GRAPHIC DESIGN IN PUBLIC SPACES
THE CHALLENGE: Design in a 13th-century sanctuary
Creating a visual identity for the Anantara Convento Di Amalfi—a former 12th-century convent transformed into one of the world’s most exclusive destinations—requires an extraordinary level of sensitivity. The strategic challenge was to develop a visual identity and experiential design system that would be virtually invisible yet absolutely flawless. The aim was to enhance the ultra-luxury guest experience with elements that evoked the history of the Amalfi Coast and the sophistication of the Anantara brand, whilst maintaining a perfect balance between monastic solemnity, local identity and the sophistication of exclusivity.
THE STRATEGY: ‘Quiet Luxury’ and Artisanal Digital Craftsmanship
I developed a branding proposal based on the concept of Digital Craftsmanship. In the ultra-luxury sector, design should not shout but rather whisper. The strategy focused on an obsessive attention to detail:
The creation and meticulous refinement of textures that evoke the character of tiles from the Amalfi Coast, aged to give them a classic, serene and sophisticated aesthetic. Every detail, every imperfection and every nuance was treated as a piece of visual jewellery.
Each of the 2,400 pieces was treated as a unique chromatic unit; I worked on the colour obsessively and individually on each one so that, when assembled, the patchwork would reveal a perfect, sophisticated and exclusive chromatic composition. This exercise in precision ensured absolute visual harmony.
Organic Visual Systems: The creation of a visual narrative based on fine materials and textures that complement the convent’s stonework and the blue of the Mediterranean. The design was integrated into the surroundings in such a way that it appears to have always been there.
Seamless Branding: Creation of communication materials and amenities where luxury is evident in the quality – motion graphics, print and digital adaptations – enhancing Anantara’s brand equity through the smallest details.
