A JOURNEY WITHIN THE JOURNEY. GRANDI STAZIONI RETAIL REINVENTS THE STATION.
This was a corporate identity project for Grandi Stazioni Retail, the new company that took over from FS in the management of the commercial and communication spaces of the 14 main Italian railway stations. A consortium formed by Antin Infrastructure, Borletti Group, and Icamap, with profound expertise in the retail and real estate world for an innovative project, aimed at creating new shopping destinations and meeting places capable of satisfying the needs of travellers, visitors, and cities.
Among the first, ambitious objectives set by the new company is to increase the average time spent in the station by offering greater comfort, a renewed range of shops and venues, and therefore the creation of a valuable experience for customers (the model and flagship already operational is the new Central Market of Rome Termini).
RBA Design developed the strategic design platform and the coordinated image of the brand, from the conception of the logo to its application and the brand payoff.
The reference target is enormous: a flow of travelers estimated at 750 million per year distributed throughout the national territory. The audience mainly includes people between 18 and 44 years of age, with a higher education and an above-average income, as well as a decidedly high willingness to shop and spend.
The developed concept re-interprets the station as a space that completes the journey, where you can live a unique experience by developing new opportunities. A large square, where trains and people, products and events converge in an inclusive way and where time takes on a new dimension, from an unstoppable gear to real pleasure: a journey within the journey.
It is therefore not a question of building the identity of individual real estate or media spaces to be rented or sold but of developing an organic and defined retail project, capable of evolving the perception of the station: from a simple place of passage to a space for a more structured and widespread enjoyment – a true “Destination Brand”.
The new Grandi Stazioni Retail brand summarizes the values of dynamism and modernity with a very strong, unique logo, evocative of the concept (the square at the center of constantly moving flows) and with a completely redesigned character to further boost its personality.
