Set up in the evocative spaces of the Abbey of Valserena, home of the Museum of CSAC of the University of Parma, until April 18, 2022, this exhibition brings together a precise selection of projects dedicated to Italian City Branding, together with the international experience of the Edenspiekermann studio which presents the case studies of Parma, Amsterdam and Santa Monica.
First of all, the case of Parma is analyzed, which after being designated the Italian Capital of Culture 2020 and subsequently confirmed in 2021 due to the pandemic, has defined a more recognizable and accessible visual identity for its citizens and for local and international tourists through the modern reinterpretation of the classic Bodoni font, with the powerful and shaped P and the use of a lively and cheerful yellow, the traditional color of the city's buildings since the eighteenth century.
The central body of the exhibition is "Destination Italy" which collects 32 coordinated image studies of Italian cities.
Finally, in the third section, ample space is dedicated to two of the numerous international projects of the Edenspiekermann studio, to which the cities of Amsterdam and Santa Monica have turned.
