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FURLA
Project: FURLA: PLAYFUL INCLUSIVITY
Project Leader: Luigi Mulas
Master in Design degli Accessori a.y. 2021/2022
Industry Project in collaboration with FURLA _ Fabio Fusi, Creative Director; Manola Antonelli, Senior Designer; Sara Ravenna, HR Business Partner; Francesca Fiorentino, Head of Product Development e Serena Maria Prati, Chief Licensing & Business Development Officer
Founded in Bologna in 1927 by Aldo Furlanetto, the company looks to its ninetieth anniversary while keeping its heritage alive. Always faithful to the values of craftsmanship, beauty, and refined design. An emblem in the world of culture and quality, a creativity that plays with colours and transmits positivity. Each Furla bag, shoe or accessory, each men’s and women’s collection expresses an authentic of contemporary Italian lifestyle.
The aim of this industry project was to build a narrative that operated on several levels. The world of cartoons has long played an important role in conveying the values of inclusiveness and diversity, increasingly relevant issues for the new generations.
The students had the opportunity to visit the production site, the style office and the brand archive before receiving the brief.
The project required the development of a character and storytelling that represented Furla’s values.
The process was therefore divided into two macro areas, the creation by the whole class of one or more characters and their application in the creation of bags and accessories. The imprint is playful but not childish, colorful and sophisticated at the same time, to return in the complete project an accessory that is also able to converse with other generations.
Their work was then presented in the Furla headquarters and the projects of Maria Vittoria Vallini and Kristina Natalie Beddall were selected, who carried out a curricular internship in the company. Subsequently Maria Vittoria carried out an extra-curricular internship.
Congratulations guys for this project and thanks to Fabio Fusi, Creative Director; Manola Antonelli, Senior Designer; Sara Ravenna, HR Business Partner; Francesca Fiorentino, Head of Product Development and Serena Maria Prati, Chief Licensing & Business Development Officer for the time you dedicated them.
