Il Borgo reimagines a luxury multibrand store in Parma as a cultural and social destination rather than a purely transactional retail space. Rooted in Parma’s musical heritage and the idea of the store as a “third place,” the concept brings together fashion, high-fidelity sound, conversation, hospitality, and community programming. The customer journey moves through sound-wave visualizations, vintage hi-fi listening environments, music archives, interactive audio installations, and a flexible gathering space for events and workshops.

 

 

As Art Director, Carmen translated the project strategy into a cohesive visual and experiential identity, directing the typography, imagery, colour system, graphic language, campaign materials, packaging, and customer-facing touchpoints. She also developed the launch marketing campaign, “The Sound of Belonging,” and created the experiential concepts around hi-fi and audio, from immersive listening spaces and sound-based installations to synesthetic performances, cultural events, and the citywide “Taste of Sound” activation. Her role was to connect the physical store, brand communication, and campaign into one consistent cultural experience.

​

*Please note this project was a personal portfolio project. See more of Carmen's work here.