Client: Alajmo
Studio: Gregory Bonner Hale
2016
Amo
The world renowned cuisine of Masimilliano and Raffaele Alajmo provides purity within the opulence of Venice’s controversial first shopping arcade, housed inside the ancient T Fondaco dei Tedeschi.
AMO’s identity aims to represent Venetian tradition and elegance with a provocative, contemporary twist. In a surreal subversion of the Venetian mask, the brand identity reveals one’s ‘true self’ through an inverted mask of gold leaf — removing material symbols of status from each portrait — leaving just the purest self. A comment on the location that surround it, and the cuisine itself.
AMO, cuisine to unmask the true self.
Guests are dealt a tarot-like menu featuring one of five portrait images, and guests’ perceptions are questioned by the random association of menu with diner. The set of cards are available to collect as a limited edition deck of cards in a game called ‘Smaschera’ (Unmasking), where virtue beats vice and the AMO card takes all.
