Adoratorio®

In an age where everything moves faster than our feelings, what does it mean to design for emotion? In a time defined by acceleration and #AI, we had the chance to share how, from a deeply personal point of view, designing for presence, surprise, and beauty is not an act of nostalgia, but a radical gesture capable of touching people where technology often cannot: in the realm of feeling and emotion. A few weeks ago in Milan, we joined Huawei’s Experience Innovation Summit “Future by Design” to present our vision of Visual Alchemy: a design approach where technology, sensitivity, and emotion intertwine to create digital systems that feel human and, ultimately, shape culture while helping brands stay (or become) truly relevant. Thanks to Huawei for the invitation and for curating such a thoughtful space for conversation, and to all of our fellow speakers who made the exchange truly inspiring! #FutureByDesign #Huawei #DesignStrategy #DigitalExperience #Innovation Roberto Verganti · Gemma Ruse · Perry Mason · Joachim Froment · Emma Clerici · Xenia Dobonyi · Christopher Sanderson · Ilaria Curcio · Antonio De Pasquale · Robert Thiemann

Sono sempre la peggiore nelle foto di gruppo. A volte mi piace pensare però che sia per istinto, più che per il mio incorreggibile essere sempre fuori tempo, fuori tema, fuori tutto rispetto agli altri. Del resto, dopo una giornata intera passata a osservare, riflettere e confrontarmi, probabilmente avevo davvero bisogno di guardare al mondo in modo diverso. "Ascoltare" il lavoro, sentire le persone, percepire il silenzio tra le opinioni. Quante volte, in fondo, la visione è ciò che ci si presenta davanti? Non accade più spesso che sia invece qualcosa che intuiamo quando la percezione si volge all’interno e si trasforma in pensiero? È stata davvero una giornata piena di cose. Una su tutte? L’AI, ovviamente. A ripetizione. In un certo senso, la domanda era sempre la stessa: Come facciamo a vedere, se adesso anche le macchine sanno guardare? Dove finisce l’intuizione umana e inizia quella dell’algoritmo? È diventato un loop infinito: “Cosa ne pensi?” “A me piace questo.” “Non sono sicuro che sia giusto.” “Nemmeno Sam Altman sa.” “Sembra Her di Spike Jonze, ma nella vita vera.” “Forse sono solo uno stupido, irrimediabile romantico.” Mentre era chiaro che nessuno possedesse la risposta e che la visione non potesse essere univoca, abbiamo concordato tutti su una cosa: che la creazione è ancora quella scintilla che precede il mezzo, l’intenzione prima dell’esecuzione, quell’inflessione profondamente umana che nessuna macchina potrà mai replicare senza prima imparare da noi. Allora ho pensato che forse è proprio questo il vero e radicale atto di design: chiudere gli occhi. E, incredibilmente, ancora vedere. Grazie per l’ispirazione. #ADCIAWARDS #ADCI2025 #Design #Creativity #AI #FutureByDesign #Adoratorio ADCI Art Directors Club Italiano Alessio Galdi Giorgio Natale Carolina Mauri Diana Dal Zotto Chiara Leone Stefano Tassone Gianni Tozzi

Welcome, Max Mara Fashion Group. We’re honoured to welcome #MaxMara among our clients and to embark together on a journey of digital experimentation, one that will explore new touchpoints and unseen territories of brand expression. #BrandExperience #CreativeDirection #BrandStrategy

Mi sono sempre chiesta come sarebbe stato “entrare nel mondo degli adulti”. La realtà è che sono mai riuscita a figurarmelo… ma, almeno professionalmente, direi che questo è uno di quei momenti che segnano il passaggio. Sono davvero onorata di far parte della Giuria degli #ADCIAwards 2025 ADCI Art Directors Club Italiano per la categoria #Design. Un riconoscimento che celebra il meglio della creatività italiana e un’occasione per condividere visioni, confrontarsi e far crescere la nostra community. Un ringraziamento ai colleghi di giuria, uno in particolare a Federico Pepe Le Dictateur Studio per avermi coinvolta, per la fiducia e ma soprattutto l’ispirazione che questo ruolo porta con sé. Un in bocca al lupo a chi ha deciso di mettersi in gioco: prometto che ogni progetto sarà osservato con attenzione, rispetto e grandissima cura. #CFE25 #ADCIAwards #ADCI Giorgio Natale Carolina Mauri Dario Villa Diana Dal Zotto Alessio Galdi Gianni Tozzi

Beers and Chats announcement! Excited to share I'll be joining some very good friends on October 31st at the first edition of Offgrid, hosted by Antinomy Studio & 27b. Hyped to share the stage with some creatives (and people!) I love like my Canadian twin Dust Leblanc (we don't look much alike, different mother), my pool coach Baptiste Briel, pool psychologist Jesper Vos, pool trashtalker Flavien Guilbaud and the finely talented Anoukia Perrey (I don't know how good she is at pool so I can't comment on that). All info here https://27-a.com/ For tickets https://luma.com/xpyrwy48

What does sunlight sound like on skin? NudiNudi was a Branding proposal for a sun-care brand: a concept built with light in mind and the idea to convey the strict yet delicate connection between sun and bare skin, shining through its strong positioning “We have a thing for bare skin”. While the preferred direction was different, it remains one we’re proud of: a vision that reflects how we think about brands, long before they reach the shelf. We really wanted to find a place for a shoutout, a space where to show work that maybe doesn’t make the cut, but that with its sensual, warm, and a little ironic voice stays with us - a concept to remind us that good branding isn’t just about what gets approved, but about what gets under the skin. #BrandStrategy #BrandDesign #Naming #VisualIdentity #CreativeDirection

In September I stepped on stage in Milan for Huawei Italy Research Centers. What began as a talk turned into something else: a moment of alignment. Camilla Zampolini and I had shaped it together, with Filippo Cipriani’s support too. But when she got sick, I had to walk on stage alone. And in that silence, I wasn’t just showing projects. I was retracing why Adoratorio was born in the first place. Since 2013 we’ve believed that a screen could be more than an interface, a place for emotional connection. More than ten years later, technology can build almost anything and capability is not the challenge anymore. Meaning is. Presence is. That’s what I wrote about in Paperwork #04. Links in comments. #Paperwork #StudioCulture #CreativeProcess #Design

Hair-like strands of light on a touch surface. For our second installation with #Syoss by Henkel, we developed a digital wall that responds to gesture: strands of light bending and shifting, revealing core product/brand benefits like “Power”, “Strength”, “Shine”. From a #BrandStrategy perspective, the installation was designed to embody Syoss’s values in a tactile, sensory way: turning intangible brand promises into physical interaction. The fact that it became the most photographed backdrop of the activation isn’t a fluke, but more an evidence that when brand touchpoints are designed to be engaged with naturally, people make it their own. #InstallationDesign #BrandExperience #BrandActivation #ExperientialDesign #InteractiveBranding

What does inclusive design look like in practice? Creativity is our privilege: we spend our days immersed in design, and whenever we can, we use it to give back. That’s what happened with #BresciaPride: a collaboration that started in 2023 and has grown into a year-round presence in our city! What used to be a single parade has now become a living, evolving identity that reflects the many voices of the LGBTQIA+ community. And yet, we still have our yearly parade: this Saturday! So what better moment to celebrate our shared achievements? 🌈 We created our own “Pride Family” to be open, and playful: designed to grow with the people who bring it to life. Also, we have a rainbow that isn’t filled in. We wanted it un-finished: waiting for everyone to color it in their own way. And if it's true that Design alone can’t change the world, it can amplify voices, spark participation, and create the space for everyone to feel and seen. And when that happens… well, that’s exactly why we do what we do. #DesignForChange #InclusiveDesign #CommunityDesign #LGBTQIA+