MAXXI L’AQUILA identity
Ten years after the opening of MAXXI Rome, housed in the iconic Zaha Hadid concrete structure, MAXXI L’Aquila added a new space for the National Museum of Contemporary arts and Architecture. This second location is hosted in Palazzo Ardinghelli, a baroque building in the historical center of the city of L’Aquila. In a two-year process, we designed an expansive communication system, from identity to wayfinding, spaces, exhibitions, and events. Working from the core linear elements of the Rome Museum’s identity, we introduced a strong identifying mark: the apostrophe. Toponymy, altitude, nearness, and character all come into play to infuse a concrete identity with a baroque movement.
