2021 Brand Experience & Activation


Category A03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Post Production ARTEFICE GROUP Milan, ITALY
Name Company Position
Pier Benzi ArteficeGroup Director
Mattia Valesini ArteficeGroup Concept and experience
Alessandro Giudici ArteficeGroup Architect
Jaime Villena ArteficeGroup Retail Designer
Federica Rovellini ArteficeGroup Architect
Tommaso Ceschi ArteficeGroup Product Designer
Anastasia Badulina ArteficeGroup Art Direction
Luca Licandro ArteficeGroup Client Director
Giuseppe Bellucci ArteficeGroup Account Director

Why is this work relevant for Brand Experience & Activation?

To explore the world, start tasting it. This promise becomes experience, an idea that takes shape and becomes reality at 360-degrees, in a sustainable, natural, and stylish way. 3 of the most important chefs in the world in a unique restaurant for a unique experience. A cleaning and environmental protection operation coordinated by Costa Crociere Foundation.


Costa Crociera comes up with an idea to create a unique experience in a cruise ship, Costa Smeralda: a restaurant composed of 3 Michelin-star chefs, who will prepare 3 different menus dedicated to the places that travellers are going to explore during the cruise itinerary. Tasting anticipation of the experience they will live, according to the new sustainable, natural, stylish positioning. What about the goal? To create the best food experience possible. We propose and design the concept, in a consistent and efficient way. We test it with the consumer, and from insights, we give it a shape, a name, and a three-dimensional design. We develop the identity, create the project including all its materials

Describe the creative idea (20% of vote)

What is consumers' dream? A sustainable, cosy, local and stylish food experience. For this reason, we create an immersive experience with a central symbol, around which everything takes shape. We left to reach the beaches of Liguria where we collected the Driftwoods in a cleaning and protection operation of the marine environment, coordinated by the Costa Crociere Foundation. As a consequence, we designed the architectural project starting from those tree branches, and from them, we created a visual identity capable of expressing the ideas of travel, sea, islands that create ecosystems. That's why Archipelago: every chef stands for an island, every island for a journey, but only together do they create an experience.

Describe the strategy (20% of vote)

The target audience marked the needs and the Costa Crociere ethical manifesto set the direction. Driftwoods were the turning point of the project, in addition to being the perfect metaphor and symbol of Archipelago: style, nature and sustainability come together. Nevertheless, it was not enough. Across the whole experience, many times we encounter the topics of ecology and respect for the environment. Natural materials, most of them recycled, digital-only menus, and 100% FSC recycled paper cadeaux. In each menu, a special ingredient from a special and sustainable origin, and to finish off, every experience will be a gift. A part of the proceeds will indeed support the environmental and social projects of the Costa Crociere Foundation. All of this in the ambience of a high-end Michelin-star restaurant, with a unique mood that enhances Brand Values.

Describe the execution (30% of vote)

Archipelago is an imprint, it is "materiality". The contour lines design the islands, which become the circles of the trees, which become the footprint of our chefs. From logo design to menu, every communication material for Archipelago is an identity. Archipelago is a journey, every fish pot that holds the tables is an island, cosy nests that create an intimate ambience. Archipelago discloses the most intimate soul of every place in a minimal and clean design. Ecological and sustainable materials are turned into masterpieces that set the stage for its protagonists: the dishes of Bruno Barbieri, Hélène Darroze and Àngel Leon.Every restaurant will be different since driftwoods are different. Every restaurant will be different since it will tell the identity of the itinerary of our cruise.

List the results (30% of vote)

It is the very beginning for Archipelago. During the inauguration, which took place on Costa Smeralda on October 1st, the entire Costa Crociere team was amazed by this project. The Chefs found the ideal space to enhance their creation and the public was electrified. As a consequence, the brand has already asked for the implementation of the project in new shapes and declination on 3 other ships of the fleet, at least. Hence, Archipelago will turn from a sailing island into an ecosystem, a story that continuously changes and keep on telling itself.