For the 2012, 2017 and 2023 editions, we developed the graphic concept for the merchandising and designed the bookshop displays at the Giardini and the Corderie of the Venice Biennale.
The space was conceived as an extension of the visual system, with a wall installation presenting the products as an exploded catalogue.

The challenge

To build a system capable of evolving over time while maintaining coherence and recognizability.
To hold together different lines — institutional, kids, illustrators, Amarcord — avoiding a purely commercial approach and reinforcing the cultural value of merchandising.

The solution

For Electa, we developed several collections: a bold institutional series; a kids line created in collaboration with MarameoLab; an illustrators series featuring original works by artists such as Elena Xausa and Jan Sedmark; and the “Amarcord” line, reinterpreting iconic Biennale graphics — including Milton Glaser’s 1980 design — transforming them into everyday objects.
In 2023, the system evolved with new band-based graphics and a symbolic reinterpretation of the Biennale’s Lion, depicted holding an olive branch: a simple gesture expressing the idea of the Biennale as a bearer of peace.
The kids edition transformed the architecture of the pavilions into small animals, turning buildings into playful characters.
A visual system where space, objects and identity work together as a coherent cultural experience.