Marketing guiding design choices Light creating magic in the “belly” of the historic centre of Bormio.
Campari Group has built enormous spaces to produce Amaro Braulio, the historic brand of the Italian beverage, entrusting the development of the project to a very clear communication strategy. This is the context of our assignment, which assumes a fundamental importance because cellars, being permanently without natural light, assume special characteristics due to the light.
Only lighting can create the magic and emotions that breathe drama into the history, giving that almost mystical quality to manufacturing processes that still have those craftsman connotations typical of another era.
Although the structural work in the three new beverage conservation areas is modern, with concrete walls and ceilings, the hundreds of enormous barrels made by master coopers from Slovenian wood are like a scarlet thread running from the old cellars to the new.
Indeed, that scarlet thread is actually painted on the floors and walls and strongly characterises the environments.
The lighting is divided into two kinds: work lighting, which is diffuse and has very high illumination values, and scene-setting/emotional lighting used for visits to the cellars.
Although the technical aspects of the first type of lighting were equally carefully engineered, our work concentrated very much on the second type of lighting:
the strong defining concept is the many beams of light coming out of the barrels and lighting the floor of the central corridor. To this effect are added hundreds of small floodlights with adjustable optics creating a soft accent light on the front of each barrel. As you move into the wing of the new cellars during the tour, the setting becomes truly magical.
(The project is in its final phase; the cellars will be filled in about 3 years.)