Visual Design
The Gaze
The Gaze
The Gazometro is an abandoned industrial complex located in Rome, Italy. The goal of this project was to redefine the identity of the site by transforming how it is perceived by the local community, from a forgotten, inaccessible space to a cultural hub integrated into the urban fabric and a driver of culture for the community.
By renaming it “The Gaze,” the project aimed to shift its image in the collective imagination, turning it into a place that reflects curiosity, openness, and cultural potential for the youth and local residents.
Through a deep analysis of the site and its relationship with the community, we identified three key levels of intervention:
Space: to improve orientation with a clear wayfinding system and create new access points.
Advertisement: through posters and communication tools to inform the public of its reopening and possibilities.
History: by reconnecting the space with its past and making its heritage visible and accessible, helping shape a future based on the past.
Space: to improve orientation with a clear wayfinding system and create new access points.
Advertisement: through posters and communication tools to inform the public of its reopening and possibilities.
History: by reconnecting the space with its past and making its heritage visible and accessible, helping shape a future based on the past.
This project was developed as part of the Master’s in Visual and Innovation Design, for the Visual Design II course.
The project started with a deep research of the history and the space to identify the potential of it and the needs of the community and the complex, as well as the relation of the people with the space.
These analysis led us to a goal based on the
needs of the complex:
Re-evaluate and open up the Gasometer space as a publicly accessible space for cultural activities and community enjoyment.
The wayfinding system is designed to be sustainable, accessible, and adaptable to the identity, with modular structures that allow for easy changes and sustainable materials that stand the test of time. The wayfinding system is adaptable and multifunctional, based on standard and accessible measurements.
The icons were built on a grid based on the rhombuses that characterize the structure of the Gazometro, using non-binary icons to mark the restrooms to work toward an inclusive and accessible cultural center.
The analysis led to the conclusion that a new entrance was needed. For this, a sliding gate integrated into the wall was designed, with a series of small perforations that allow visibility into the interior and ensure visual continuity with the identity.
We also designed a cladding system for the façade, with steel panels with small perforations, fixed to the façade with a structure of welded screws.
We also designed a cladding system for the façade, with steel panels with small perforations, fixed to the façade with a structure of welded screws.
The internal signage system was designed to integrate seamlessly into the exhibition halls, using a PVC-free overlaminated vinyl film. This solution guarantees durability, sustainability, and minimal footprint, allowing visitors to be guided clearly and directly without compromising the layout or flexibility of the spaces.
A series of posters were created as part of the advertisement level to inform people about the opening of The Gaze, as well as posters to inform about the events taking place within the complex.
Also, as a part of the promotion of the opening, we developed an advertising spot that includes the Gazometro as part of the skyline of Rome, playing with the new name of gazing the Gazometro. This spot can be positioned at various points in the city where the Gazometro is visible, inviting everyone to visit the new complex.
Also, as a part of the promotion of the opening, we developed an advertising spot that includes the Gazometro as part of the skyline of Rome, playing with the new name of gazing the Gazometro. This spot can be positioned at various points in the city where the Gazometro is visible, inviting everyone to visit the new complex.
To best represent the industrial identity and historical memory of the Gazometro, the image treatment is inspired by the visual principles of Brutalism, with grain, high contrast, textures, and hard shadows.
As part of the history level, we developed a historical brochure to be placed in the entrances of the complex. The brochure narrates the history of the Gazometro, from the beginnings, to the decay and the reborn as a cultural hub.