Milan, Grande Brera is born, a new brand to connect art, culture and innovation

The Qubit Group with Carmi and Ubertis were chosen for the construction strategy of Grande Brera, a project that combines art, culture and innovation, to increase the value of Milan’s cultural hub within the international panorama.

“The Grande Brera project – explains Angelo Crespi, general director of the Brera Art Gallery and the Braidense Library – was born from the desire to connect, from a visual and brand point of view, the Brera Art Gallery, the Braidense National Library, Palazzo Citterio, with the other prestigious cultural institutions such as the Brera Academy, the Astronomical Observatory, the Botanical Garden, the Istituto Lombardo Accademia di Scienze e Lettere, the Archivio Ricordi, the Lombard Historical Society, which live and share the building with us monumental Brera”. “The idea is that Grande Brera can be a sort of mother brand, not only for the institutions that I have the honor of directing, but also for the other residents – explains Crespi -. My inspiration is that you can always communicate Grande Brera / Milan together with your logo, so that you can give even more strength to a place that is already perceived by the visitor as a unitary complex”.

The new Grande Brera brand is built around the symbol of the octagon, a recurring geometric figure that welcomes visitors upon entering the main courtyard of the Pinacoteca di Brera and which we find in other spaces of the architectural complex. The octagon represents not only the physical heart of the Pinacoteca, but also the artistic heart of Milan, a heart that becomes even bigger today. The two corridors that start from the central courtyard extend beyond the physical boundaries of the complex and are represented in the new logo, becoming containers of the new brand. An idea of ​​growth and openness towards the future that represents Brera’s desire to embrace new perspectives and cultural horizons. “We worked on this project with enthusiasm and passion. Thanks to the talent and vision of Angelo Crespi and Diego Bernardi, we managed to contribute to the creation of Grande Brera. We are sure that, thanks to the collaboration between Qubit and Grande Brera, in the future we will make this even bigger cultural hub” declares Luca Morvilli, president of the Qubit Group.

The path undertaken is not limited to the creation of a visual identity, but represents a real journey into the contemporary idea of ​​culture: today Grande Brera is not just a museum center, but a lively place of reflection, meeting and growth, in whose art, science and culture intertwine and expand in a continuous dialogue with the world. “Grande Brera is a beating heart at the center of the cultural dynamics of the city of Milan. Grande Brera will be the sum of values ​​and knowledge, testimony to its ability to research, tell, amaze. It will be the realization of a style proposal: polite multidisciplinary civilization that characterizes the concept of Milaneseness” underlines Alessandro Ubertis.

With the aim of offering the public an intuitive and precise visit of Grande Brera, the wayfinding system designed by Luciano Galimberti & partners intervenes with different reading priorities, using stylistic features of an Italian design made first of all by its ability to create rather who gives striking gestures.