mare/CAMBIO
A new cultural centre for Castel Fiorentino
On behalf of Ente Cambiano, Lungomare collaborates in the creation of CAMBIO, the new Cultural Centre of Castelfiorentino, located in the heart of the Val d’Elsa in Tuscany. This new space is designed as an dynamic hub for dialogue and dicovery, where contemporary issues can be explored through cultural and artistic activities that promote knowledge as a driving force for collective well-being.
CAMBIO comprises three main areas: a space dedicated to temporary exhibitions, a space for the permanent collection showcasing a selection of artworks from Banca Cambiano 1884, and the restaurant CORALE, which celebrates the region with an ethical and sustainable cuisine rooted in local excellence. It is an experience that combines flavour, culture, and community.
Lungomare supported Ente Cambiano in every stage of the process, overseeing the naming, the conceptual framing of the centre, the creation of the project proposal and curatorial strategy, as well as the visual identity for the Cultural Centre and the CORALE restaurant.
Cultural Proposal and Naming for the Cultural Centre
After conducting a thorough analysis of the local context based on active listening to the community, Lungomare developed a proposal for CAMBIO as a Cultural Centre capable of contributing to the revitalisation of the town centre, promoting social and cultural regeneration, and fostering the creation of new opportunities for economic and community development.
With the name CAMBIO, Lungomare sought to convey the idea of an act of transformation, a movement from one state to another. A “change” is an opportunity to explore new meanings, shift perspectives, and embrace an act of awareness that reflects the desire to welcome diversity and transformation. Collectively, CAMBIO represents an interweaving of stories and transformations that define a community in constant evolution, where each individual contributes with their actions and thoughts to a shared change.
Visual Identity for CAMBIO and CORALE
The visual identity of CAMBIO and the CORALE restaurant draws inspiration from concepts of transformation, movement, and diversity. The logo represents an act of change, a gesture in constant flux, without a fixed direction, reflecting openness to the new and inclusivity. These values are articulated across a variety of visual applications, from signage to social media, stationery to merchandise, creating a coherent and dynamic communication strategy for the Centre and the restaurant. The colour palette was chosen to evoke warmth and welcome, blending seamlessly with the surrounding environment and the message of change.
The Campaign
The CAMBIO campaign unfolds in three phases. The first phase aims to open a dialogue by presenting the Centre and establishing an initial connection with the public. The second phase invites the community to imagine change, encouraging participation and engagement. The third phase marks the launch and long-term development of the project, strengthening ties with the territory and promoting the Centre’s cultural and social growth.
The Website
The CAMBIO website serves as a platform to access information about the Cultural Centre and stay updated on all the initiatives it promotes. It also includes a direct link to the CORALE restaurant’s website, where visitors can book a table and discover the three spaces it offers: the Restaurant, the Terrace, and the Theatre Café.
Year
2023–2024
