Asastudio corporate rebranding

A new tone of voice

Year
2016/2017

The rebranding of asastudio is the result of taking stock of our history, our references, our ideals and our goals. The moment had come to ask ourselves how much we had changed, what we had become, if we still liked purple, and if fluidity was still one of our distinguishing features. We asked ourselves these things with the help of Leftloft.

Il rebranding di asastudio è il risultato di un bilancio complessivo fatto sulla nostra storia, i nostri riferimenti, i nostri ideali, i nostri obiettivi. Era arrivato il momento di domandarci quanto eravamo cambiati, cosa eravamo diventati, se ci piaceva ancora il viola, se la fluidità fosse ancora un nostro contrassegno. Ce lo siamo chiesti insieme a Leftloft.

In Italiano

Client
Asastudio
Location
Vicenza
Status
Completed
Size
/
Team
director of the project Flavio Albanese

Flavio Albanese
founder & partner

Flavio Albanese (1951), is founder and president of Asastudio. A self-taught man whose training did not follow the more usual academic route, he began to show interest in shapes and design as a very young boy, and he gradually added many strings to his bow in all sectors of architecture and design. He has held courses at the École Polytechinique Fédérale in Lausanne and at the Art Institute in Chicago (1980), at Yale University (1983), at the University of Architecture in Delft (2005), at the University of Florida (2006), at the Fundacion Proa de Buenos Aires (2008) and frequently at the most important Italian universities. He has also held two workshops at the international summer school of the Architecture School in Venice in 2009 and 2010. He was a member of the Confindustria Vicenza committee from 1998 to 2001, the Domus Academy Scientific Committee (2004-2005) and the MIart Committee of Honour (2009 and 2010), director of the Officina del Porto di Palermo (2006-2008), vice president of the Andrea Palladio Architecture Firms International Centre (2011-2015) and president of the Fondazione Teatro Comunale Città di Vicenza (2010-2016). From 2007 to 2010 he was asked to head Domus, the prestigious international architecture, design and contemporary art magazine. Together with his brother France, he founded Asastudio in Vicenza in 1987, whose projects have appeared in the most important architecture and design magazines. The Neores project was selected for the Mies van der Rohe Foundation European Union Prize for Contemporary Architecture, and Asastudio took part in Venice's Architecture Biennial in 2004 and 2006. Flavio is an avid reader and bibliophile (his library, which is open to the rest of the firm, contains more than 15,000 volumes) and he is a connoisseur and collector of contemporary art. He is currently a member of the Unicredit Triveneto Advisory Board.

Franco Albanese

Franco Albanese
partner & executive director

Franco Albanese (born in Vicenza in 1958) has worked in the world of architecture and design since 1976. He graduated from the Architecture School in Venice in 1986 and the year after he founded Asastudio in Vicenza with his brother Flavio. Since then he has been the firm's CEO and Technical Manager, and this role has led him to playing his part in the creation, development and execution of the most important projects. As designer and operations manager he oversaw: the Faculty of Veterinary Medicine at the University of Padua (1997); “Neores”, the production site and headquarters of Sinv Spa in Schio, Vicenza, (selected for the Mies van der Rohe Foundation European Union Prize for Contemporary Architecture in 2003); the project for the Town Hall of the Municipality of Grumolo delle Abbadesse, Vicenza (1999); “Morimondo 17”, the industrial reconversion of the Sinv spa premises in Milan (2000); the headquarters of Margraf in Chiampo, in the province of Vicenza (2006); and the redevelopment of the “Cava di Mursia” on Pantelleria (2010). He also supervised the design of the Mestre bypass (2004), the “Rocco Forte Verdura Resort” in Sciacca, in Sicily (2005), the expansion of Pantelleria Airport (2006) and the new Rinascente in Palermo (2007). In recent years, he has increasingly concentrated on reconverting urban industrial areas, which has become a key theme of Asastudio's philosophy.

project administrator Piero Corradin

Piero Corradin
head of projects

Piero Corradin (1975) graduated from the Iuav Architecture School in Venice in 2002 and in the same year began working as an architect with Asastudio. Some of the most important projects Piero has worked on include the urban redevelopment of a quarter in Beijing to an OMA masterplan (2007), the new branch of Banca Popolare in Marostica (2006), the new headquarters of AFV Acciaierie Beltrame in Vicenza (2007), the bid for the new Exhibition Centre in Vicenza (2008), and the international bid “Recupero della cava di Mursia” on the island of Pantelleria (2010). In 2012 he took part in the Hybrid Tower project in Mestre (Venice) and in the design for the architectural layout of Verona's trolleybus system. In 2008 he was a tutor for PreVisioni, the international workshop on the future masterplan for Vicenza; and at the 2009 and 2010 summer workshops of the Iuav Architeecture School in Venice. Since 2014 Piero has been Asastudio's Head of Projects.

team Giuseppe Santonocito

Giuseppe Santonocito
content researcher

Giuseppe studied philosophy in Venice and Paris, completing his research doctorate in 2006. Since 2007 has managed Asastudio's communications, dealing with new acquisitions for the Library and taking part in key concept and project philosophy planning. From 2007 to 2010 he was a regular contributor to Domus magazine, providing articles, research and reviews, as well as working as editor on the books section for several editions. Before joining ASA, he was assistant librarian at the Museum of Modern Art in Ca' Pesaro in Venice (from 2001 to 2005). As a freelance copywriter he has produced concepts and text for various projects, working with the digital storyteller Felice Limosani on “Il sole sui tetti” 2011 and 2012, with the Fondazione Gaetano Marzotto for the Progetto Marzotto 2013, and with Intertrade Group and Agenzia del Contemporaneo for Pitti Fragranze 2014. He was a tutor at the summer workshop of the Architecture School in Venice in 2009 and 2010. The often exceedingly loud music blaring through his AKG headphones includes Radiohead (and never Coldplay), he loves wide open spaces that aren't very city-like, such as Berlin, and he prefers red wine to white.

Partners
Leftloft
Images credits
Leftloft, Muvistudio, (Ty)
Website
www.leftloft.com

One day, back in March 1987, across the radio waves came a guitar riff that had never been heard before. Accompanying it was the vibrant bass of Adam Clayton. They were the first notes of The Joshua Tree, U2’s fifth album which would be a global smash and which to this day is number 27 in Rolling Stone’s best albums of all time. Since then, 11,000 days have gone by, and today, when we listen to the opening bars of that incredible record, the thrill that we feel is the unit of measurement of the force that ties us to that album. But at the same time, it’s also the measurement of the distance that separates us from that era. This is one of the great questions concerning identity: what remains when change takes place? And what carries on in the future? Are we still the same today, even though we have become someone else? We will always like listening to that song so much? Was that how we remembered it, or did it sound different back then? We don’t know if Bono, The Edge, Adam and Larry looked for answers to questions like these. Or Brian Eno and Daniel Lanois, who were the producers on that album. But here at Asastudio we like to think they did, now that we too, like The Joshua Tree, have celebrated our thirtieth birthday as a firm. But we like to imagine they did, and we like to think that their questions weren’t different from the ones we asked ourselves thirty years ago, when asa studio Albanese was “formally” established, with a history behind it that went even further back in time. After hundreds of months, cities, meetings and different projects, the moment had come to take time out to ask ourselves what we had become, to find out how much we had changed over all these years, to look at whether the memory of what had been corresponded with the idea that we had of our firm today. If we still liked purple, and if the fluidity of water was still a distinguishing mark of our identity. One of the foolproof ways to take a good look at yourself is to open the doors outwards. Which is why we asked the Milan-based Leftloft firm to work with us on planning Asastudio’s new identity. It all began with a workshop that led us to (re)discover our roots and our peculiarities. Our DNA, in a nutshell. An analytical dive into Asa’s history and universe, during which time we took a long, hard look at our beliefs, built totemic objects, and set our values in black on white. The result is a composite, all-encompassing map, with places, symbols, desires and contrasts. This was the starting point for a new beginning, the point from where we set off on an 8-month project that led us to develop our tone of voice, choose our new colours, and design our new logo and our new font. A project that led us not only to redefine our style but, we believe, to also alter our relationship with the world. Certain aspects of asa from times gone by have been abandoned, many were rediscovered, and something new has been incorporated, uncovered and acknowledged. And of course, as always happens in the best stories, there were plenty of surprises. And here we are welcoming you. Since 1987.

This is asastudio.

In una giornata di marzo del 1987 l’etere radiofonico mandò in onda un riff di chitarra mai sentito prima. Ad accompagnarlo, il  basso vibrante di Adam Clayton. Erano, quelle, le prime note di The Joshua Tree, il quinto album degli U2, che sarebbe diventato un successo planetario e occupa tutt’oggi, nella classifica di Rolling Stone, la posizione numero 27 tra i 500 migliori album della storia della musica. Da allora sono passati 11.000 giorni, e oggi, quando ci troviamo ad ascoltare di nuovo l’attacco di quel disco formidabile, l’emozione che proviamo è l’unità di misura della forza che ci tieni legati a quell’album. Ma al tempo stesso anche la misura della distanza che da quell’epoca ci separa. È questa una delle grandi domande dell’identità: Cosa resta nel mutamento? E cosa permane nel divenire? Siamo sempre gli stessi, ancora oggi, anche adesso che siamo diventati altri? Ci piacerà sempre così tanto ascoltare quel pezzo? Ce lo ricordavamo proprio così, o un allora suonava diverso? Non sappiamo se a domande come queste abbiamo cercato risposta anche  Bono, The Edge, Adam e Larry. O Brian Eno e Daniel Lanois, che quell’album l’hanno prodotto. Ma ci piace immaginare di sì, e pensare che le loro domande non fossero diverse da quelle che anche noi ci siamo posti a trent’anni dalla fondazione “formale” di asa studio albanese, e con una storia ancora più lunga alle spalle. Dopo centinaia di mesi, di città, di incontri e progetti diversi era arrivato il momento di prendere il tempo di chiederci cosa fossimo diventati, di scoprire quanto fossimo cambiati in tutti questi anni, di indagare se il ricordo di quello che era stato corrispondesse all’idea che avevamo del nostro studio oggi. Se ci piacesse ancora il viola, e se la fluidità dell’acqua rappresentasse ancora un segno distintivo della nostra identità. Uno dei modi infallibili per guardarsi dentro è spalancare porte verso l’esterno. Ed è per questo che ci siamo rivolti allo studio milanese di Leftloft, insieme a cui abbiamo co-progettato la nuova identità di Asastudio. Tutto è iniziato da un workshop che ci ha guidati alla (ri)scoperta delle nostre radici e delle nostre peculiarità. Insomma, del nostro dna. Un’immersione analitica nella storia e nell’universo Asa, durante la quale abbiamo messo in scena le nostre credenze, costruito oggetti totemici, fissato valori nero su bianco. Il risultato è stata una mappa costruita composita e trasversale, fatta di luoghi, simboli, desideri e contrasti. È stata questa la base del nuovo inizio, il punto da cui siamo partiti per avviare un lavoro di 8 mesi, che ci ha portato a elaborare il nostro tono di voce, scegliere i nostri nuovi colori, disegnare il nostro nuovo logo e la nostra nuova font. Un lavoro che ci portati non soltanto a ridefinire il nostro stile ma, crediamo, anche a modificare il nostro rapporto col mondo. Qualcosa dell’asa di un tempo è stato abbandonato, molto è stato ritrovato, qualcosa di nuovo è stato incorporato, scoperto, confessato. E ovviamente, come sempre succede nelle storie che si rispettino, le sorprese non sono mancate. Ed ecco che ci trovate qui a darvi il benvenuto. Dal 1987.

This is asastudio

In Italiano