Moleskine Design & Branding THE MOLESKINE ORCHESTRA by Xister

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Industry Stationery
Media Design & Branding
Market Italy
Agency Xister
Creative Director Sarah Grimaldi
Released April 2012

Credits & Description

Category: Temporary Retail
Advertiser: MOLESKINE
Agency: xister
Creative Director: Sarah Grimaldi (Xister)
Art Director/Graphic Designer: Sarah Grimaldi (Xister)
Senior Copywriter: Valerio Di Giorgio (Xister)
Webdesigner: Rodrigo Cinelli (Xister)
Set Visualiser: Fabrizio Di Baldo (Xister)
Set Decorator: Jonathan Pannacciò (Xister)
General Account Manager: Enzo Abbate (Xister)
Account Manager: Erika Piffer (Xister)
The Artist Involved: Felix Thorn
Media placement: temporary exhibition - design supermarket La rinascente, Milan - 15 april 2012
Media placement: cards - inside moleskine product - 6 april 2012
Media placement: totem - moleskine atelier corner - 15 april 2012

Describe the brief from the client
Moleskine ask us to create a campaign to increase the awareness of the Moleskine Collection items, which are not only sketchbook, but a complete range of tool for the creative community. They ask us to consider the collection as a 'creative platform', rather than as single objects.

After we pitched the idea, which was not intended to be in a temporary store but only shown on digital channel - they also asked us to create a special installation window at La Rinascente design supermarket, during the Milan design week from April 15 to April 30, based on the primary concept.

Describe the challenges and key objectives
First Challenge was to create a stunning piece of work without making a simple product display campaign, as the target audience is very used to higly creative project. Second challenge, on the window set, was to create something that pop out in a time where the city comes out with great features, art installation and events in every corner. Third challenge was to promote in an unconventional way the whole range of Moleskine product.

Describe how you arrived at the final design
The result is an original orchestra where sketchbooks, glasses, cases and reading lights, combined with musical instrument parts, play together harmoniously with the sound coming from their own interaction. 
Felix Thorn was chosen as the ideal artist capable of bringing The Moleskine Orchestra vision to life. He was asked to build specific Moleskine music machines that would perform during the Milan Design Week 2012 at the Design Supermarket of La Rinascente.

As a real orchestra, we decided to decorate the window as a proper stage, as it was an 'on the road' theatre. A QR Code on the window will give people more info on the project, as well as dedicated video content.

Give some indication of how successful the outcome was in the market
Since we had no push activity and the campaign has been out for only one week, we can consider great word of mouth results, with a spontaneous publication on several design and creativity blogs as:

- Designerblog

- Psfk

- Coolzine

- Providermag

- Ilovegreen

- Designyoutrust

- Big Chief

- Acquire

- Whatopin

- The Fancy

The installation is still on and people posted several videos on the web, recording the big window with the orchestra playing in it. And the video content visualisation is still growing.