We introduce you Farm. A community // neighborhood located on the South of Navigli. Surrounded by Universities, Restaurants and Bars... Farm is an area full of History and Soul which contrasts with a youthful attitude of the contemporary gardens.
To understand our concept is important to travel in time and perceive that this area was the adress of a Medical facility, responsible for the devolpment of pills and vaccines. This respect for the past was our starting point for the creation of Farm.
Farm is an abbreviation of the word Farmacia. We were also able to create a parallel between our neighborhood and Navigli, which is known for being a crowded and dynamic place. Farm in the other hand is quiet and peaceful, full of greenery, as a relaxing pill.
Our speech and visuals are targeted to include and integrate the community of this area. We want to be able to attract and communicate with everyone on this eclectic address. On the other hand, we want to differentiate Farm from the rest of Navigli. Navigli is known as a more bohemian area but Farm in opposite is projected to be a more relaxing and laid back Neighborhood. Using the metaphor of our concept, our area is a relaxing pill different from the crowded stereotype of Navigli.
Colors are a huge part of our Project. Since our concept came from medical care, it was organic for us to deconstruct pills. Each pill has a purpose. The same happens in Farm, every color has a function: Create, Grow, Play, Breathe and Refresh.
Although Farm is a place full of history. We also purpose a more hedgy approache. We want to make sure that each space is democratic enough to compal everyone. That’s our idea of a healthy community.
