Gucci | Bamboo Encounters | Aisslinger Pellegrino

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We developed the visual identity for Gucci | Bamboo Encounters, an exhibition conceived by Gucci and curated by 2050+, for Milan Design Week 2025. Presented at the historic Chiostri di San Simpliciano, the exhibition reimagined bamboo–a longstanding emblem of the House–through the lens of contemporary design and material experimentation. The show featured works by seven international artists and designers, including Anton Alvarez, Nathalie Du Pasquier, Laurids Gallée, Kite Club, Sisan Lee, Dima Srouji, and The Back Studio.

As part of the identity, we created a Key Visual rooted in the architectural concept of the exhibition space, which was divided into two parts: an immersive bamboo forest and a wood-paneled gallery painted in green that showcased the works.
The visual was developed using low-resolution images supplied by the artists, which we manipulated and enhanced with added textures and overlays. The resulting composition is a juxtaposition of magnified materials—resin and metal—blending into bamboo embossings.
This Key Visual was rolled out as an OOH (Out-of-Home) campaign across Milan during Design Week and was also featured on Gucci’s social media channels and official website.

We also produced a custom animation where prototypes of selected works were merged into sculptural diptychs–resulting in chimeric forms. This moving image piece was integrated into both Gucci’s digital storytelling and the exhibition’s fanzine as a special visual insert.

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We designed the official Gucci | Bamboo Encounters fanzine, which was printed in 50,000 copies and distributed throughout Milan Design Week.
The zine reflects the spatial duality of the exhibition, with a vertical layout split in two: Italian content on the top half and English on the bottom, or image diptychs. All images were printed and then rescanned, adding texture and cohesion across the publication, especially considering the low-res source files.
The zine was bound with an elastic band, allowing for loose, tactile interaction. Integrated into the back cover was a folded poster featuring a custom data visualization by Tiziana Alocci—serving as both a conceptual and graphic epilogue to the printed narrative.

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In close collaboration with the architectural team at 2050+, we designed all onsite graphic elements for the exhibition. This included the label system, wayfinding, and the layout of all textual materials displayed throughout the space.