The challenge: the brand identity of a new space
The design challenge for Noah Guitars arose from the need to enhance Villa Busca Serbelloni, a place that symbolizes the fusion of architecture, music, and craftsmanship, which over the years has hosted internationally renowned designers and musicians. The Ruatti family, with experience ranging from Noah Guitars to architecture, wanted to transform this historic space in Lambrate into a recognizable and vibrant environment, capable of connecting different professions and becoming a cultural, creative, and relational reference point. The challenge was to define a coherent brand identity and strategic vision that would transform the villa into a hybrid place capable of uniting business, community, and experimentation.
The solution: Unlocking the potential of a new space in Lambrate
The solution developed within Artigiani 4.0 led to the creation of La Palazzetta, the new identity of Villa Busca Serbelloni. A curatorial project was developed that combines services, events, and activities capable of activating the villa as a generative, inclusive, and multifunctional space, in line with trends in urban manufacturing and placemaking. The new brand identity, with a logo, website, and a clear value proposition, makes La Palazzetta a catalyst for economic and social opportunities: a space that strengthens the visibility of Noah Guitars, stimulates innovation and collaboration among professionals, and at the same time gives the Lambrate neighborhood a community space that promotes cohesion, creativity, and sustainable development.
***
Notes
The ARTIGIANI 4.0 project is funded by the PR ERDF 21-27 of the Lombardy Region.
