Alessandra Puricelli Portfolio
La Galleria della Moda


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The topic of this assignment was the regeneration of empty commercial areas through graphic design. For this project I chose “La Galleria della Moda”, an abandoned gallery in the centre of Milan. Empty areas regeneration projects are often invasive projects, which do not tend to regenerate the existing area with small interventions, but to overturn it.

For “La Galleria della Moda” I decided to design a strong and recognizable gallery identify. The main intervention will be a graphic artwork on the gallery facade (on both entrances).
Taking advantage of the fact that the gallery is in the centre, people will be pushed to pass by the gallery because of the the graphic intervention.
This, combined with a strong visual identity will be bring people to talk about the gallery and also will make it something concrete and defined rather than one of the many galleries.
The element represented on the facade is a cube, which is also the main element of the gallery identity. The cube representing also the empty space to be filled.


Assignment for AKV/St.Joost admission
May 2017


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