For FAEMA 70th anniversary celebration, we were required to design the
new façade of a portion of the building overlooking the A7 Milan-Genoa
motorway.

The first aspect we considered was the temporal one, as the driver going
along the motorway has few seconds at disposal for perceiving the new
architecture that must be so of great visual impact. In order to make it
peculiar and unique, without using forced project, we decided to remove
some material, by creating a great rip inside the new coating of light
grey aluminium slats, in which Faema sign could stand out.

An only one external projector “marks” the façade corner, completing, in
a minimal way, the sign lighting design. It seems to the night
traveller’s eyes, as though the sign comes from nothing and after 5
seconds disappears…this will remain strongly impressed up on his memory.