TEATRO ALLA SCALA INTEGRATED COMMUNICATION
A STRATEGIC SYSTEM TO DEFINE THE CODES OF TIMELESS MODERNITY
As icon of excellence, Teatro alla Scala found in us a consultative and creative partner to rethink its image, preserving the prestige of its international stage while projecting it into the present.
From the floor plan of the concert hall, to the arches of Piazza della Scala, to the backs of the seats: a system of signs that become a distinctive element of its architecture, making the new visual identity matrix.
From this structure, like sound waves rippling outward, the graphic sign is born, rendered in the four hues of the palette: each representing a different expression of the theatre – opera, concert, and two registers of ballet – each declined into specific shades.
The typography too pays homage to the Theatre’s historical elegance, translating it into a contemporary language through the combined use of two typefaces.
Calvino Grande, an optical serif primary font with a contemporary design, lends identity to institutional titles. In dialogue with it, Avenir, essential and timeless, reinforces the balance between memory and modernity.
Monochrome for a timeless aesthetic
The photographic treatment favours black and white, intrinsically and across contrasts, in harmony with the nature of the works on stage. The strong contrast highlights the subject against the background, amplifying depth and visual intensity.
Coherently with the new identity, the programme notes, rendered in the palette’s colours, are completely redesigned.
The flush-left text modernises the epigraph, typography becomes a distinctive mark, and the new layout introduces a more rigorous and structured approach to content management.
The new identity makes its debut at La Prima della Scala, the seasonal opening night on 7 December.
For this internationally renowned event, we produced an integrated campaign: totems, panels for the press conference, photo wall, materials for the gala dinner, structural design and content for the large screen in Galleria Vittorio Emanuele for the “Prima diffusa”, OOH, print on Corriere della Sera and Repubblica, as well as all digital assets.
Gifting the emotion of a performance at La Scala becomes the insight behind the 2025 Christmas campaign.
Developed across two subjects – opera and ballet – and rolled out on TV, metro, OOH, display, print and web, the campaign places at its centre what happens to the audience: rare, intense and unrepeatable emotions that only La Scala can generate.
The new visual identity is applied consistently across social media
With the goal of unifying the visual language and strengthening Teatro alla Scala’s recognisability across all channels, we defined graphic and editorial guidelines for the brand’s social content as well. The system establishes clear, shared visual and narrative rules, simplifying internal production and ensuring the distinguishability of the different content streams.
A historic publication of the Teatro, La Scala – Rivista del Teatro follows the same design principle: build on heritage, and bring it up to date.
In line with the new identity, the structure, cover and layout are redesigned to make the editorial product more contemporary and enjoyable, improving readability and content visibility.
“Great performances for children and families” is one of the most significant and successful new additions of recent seasons: titles and new productions adapted for younger audiences.
To give them a distinct identity within the wider programme, the interval inserts become dedicated engagement tools for children: they retain the typographic framework but introduce original illustrations by Ilaria Mattioni.
