Graphic Days® Vol. 10 – love, now!

Type: Architecture,Design&Strategy

Every year, Quattrolinee produces Italy’s largest visual design festival together with the cultural associations Print Club Torino and Plug, with which it is closely associated. These three teams in fact work side by side throughout the year on different projects that benefit from this mixture of backgrounds, disciplines and missions. With its wide network of professionals, companies, artists the ecosystem plays a key role in stimulating the creative community locally, nationally and beyond through Graphic Days® and numerous other initiatives. 2025 is an important milestone for this ecosystem, representing the tenth anniversary of the festival.

Branding

The title of the tenth edition is ‘love, now!’, an urgent invitation to cultivate kindness, openness, and courage in the face of a closed, fearful, and violent contemporary world. So this year’s festival explored all forms of love, the infinite possibilities we have to make this choice.

The visual identity developed by quattrolinee starts precisely from this concept: the many forms and nuances of love.

The primary colours are red and pink, while the key visual is a shower of geometric shapes in other colours, resembling extra-large confetti. The typography is consistent: rounded and bold, it tends to break up and distribute itself in space, just like the confetti.

Communication

The graphic concept of the identity was declined on all communication material, both physical and digital, and on merchandising.

Quattrolinee designed the templates for social media, developed the new section of the website, and produced the video and graphic materials for both social and OOH advertising. For merchandising, it designed several models of stickers, tote bags, t-shirts and other accessories.

The team also designed and managed the social advertising strategy through a series of campaigns that reached over 1 million accounts and brought 24,000 visits to the site.

Architecture

Vitali Park, a building located at Via Orvieto 19 in Turin which is currently being used to a limited extent, has been selected as the primary venue for the 2025 event.

The venue was designed and realised by the architecture division of Quattrolinee, with the support of the graphics team.

The building’s design features expansive, industrial-style spaces with panoramic windows and exposed concrete elements, creating an open and airy atmosphere. The design challenges included organising and constructing the architectural volumes in a completely empty structure, and managing the flow of people through wayfinding.

The exhibition itinerary is divided into numerous rooms with different layouts and exhibition solutions, with the aim of creating continuous movement and providing new visual stimuli at every step.

Each medium and format has a support that enhances it, from wooden shelves covered with foam material for displaying publishing projects, to easels and Plexiglas structures for posters, to cubes and walls for displaying video works.

Expanded polypropylene was also used for the Kids area, as a carpet suitable for play, but also for the construction of the games themselves.

The penultimate room included a relaxation area with maxi-cushions placed in front of the monitors.

The layout’s design allows for an intuitive exploration of the route, providing a consistently engaging experience suitable for all audiences.