Villa Panza houses a vast collection of modern art, among which stand out the works of Dan Flavin, Robert Irwin, and James Turrell. It’s a suggestive place made up of contrasts: silence and environmental sounds, modern art and classic architecture, and in particular the light of the artworks, both natural and artificial, reflected in the white space creating mesmerizing plays of color.
This duality returns in the construction of the logo, where two irregular rhombuses cross to create an impossible figure. The plays of light were instead an inspiration in the coordinated image. 5 colours, each representing a different aspect of the villa, were fused together in a gradient-light which is projected onto the white space of the paper sheet.
This concept of contrast and dualism was also carried forward in the design of coordinated elements such as business cards or letter envelopes. The outside of the artifacts has been kept almost completely white, while inside there is a gradient of bright colors. There’s also ample use of glossy transparent acetate on which the brand identity’s gradients are printed, to recall the play of light and transparency on which the graphic identity of the Villa and the Panza Collection is based.
