The project began with the definition of one of the most critical elements of the identity system: the logo. MAIZE initiated an exploratory phase by proposing three distinct creative directions, each designed to express a different facet of the new pavilion’s identity. Following the client’s selection, the team worked in close collaboration with Barilla to refine and finalize the chosen concept.
The resulting logo is built around four color fields, each representing one of BITE’s core dimensions: Barilla, Innovation, Technology, and Experience. The custom letterforms were developed starting from the iconic “B” of the Barilla logo, ensuring a strong visual and conceptual link to the parent brand. The geometric shapes derived from this construction became the foundational elements of the entire visual system, enabling consistency and scalability across all applications.
Once the visual system was defined, the focus shifted to its physical translation within the space. The objective was to express the brand’s identity while facilitating orientation and usability, intervening with a measured and integrated design approach. All elements were conceived to harmonize with the pavilion’s existing architecture, furniture, and lighting, reinforcing the identity without overwhelming the space.
Within this framework, MAIZE designed a comprehensive set of environmental applications, including wayfinding systems, room and phone booth signage, three-dimensional typographic elements for space identification, window graphics for the Design Thinking area, and sculptural versions of the logo. These were positioned both at the pavilion entrance and externally, on a four-meter-high totem, establishing a clear and recognizable presence.
Beyond functionality, the project embraced a placemaking perspective through immersive storytelling. In close collaboration with Barilla, MAIZE designed two large-scale narrative installations intended to engage visitors and contextualize the work carried out within the hub.
The first installation transforms the entrance corridor into a visual manifesto dedicated to BITE’s founding pillars: Innovation, Technology, and Experience. These themes are represented as three distinct, floating “islands,” created through a mixed-media visual language that combines scientific diagrams and technical schematics with organic photography and illustration. The result is a layered composition that introduces visitors to the multidisciplinary identity of the space and prepares them for the experience ahead.
The second installation, positioned at the main entrance of the hub, takes the form of a monumental historical timeline. Rather than a simple chronological display, it offers a curated narrative of Barilla’s evolution, highlighting key milestones that reflect the company’s long-standing commitment to innovation—from early industrial breakthroughs to contemporary sustainability initiatives. By visually connecting past achievements with present ambitions, the wall reinforces a clear message: BITE is not an isolated initiative, but the natural continuation of Barilla’s legacy of innovation.
