Quartiere San Donato: a relaunch project by Canali&C
Immobiliare Novoli chooses Canali&C. for the strategic repositioning and re-launch of “Quartiere San Donato”, the multifunctional centre just outside Florence. A classic example of the redevelopment of a ex industrial area, the ex FIAT factory, converted now into a more futuristic and innovative mixed-use project. A new meeting point for mixed use complete with residential areas, commercial and business areas, cultural areas, hotels and, last but not least, the presence of the university centre. A real city within a city, which lives on its own life and in full autonomy 7 days a week, 24 hours a day.
Canali&C, the leading communication agency in Italy in the Retail Real Estate segment, will develop and give voice to the district of the future, respecting its intrinsic values of uniqueness, historicity and completeness of services. Starting from the rebranding, the Agency will deal with creativity and media planning. Its Shopping Architecture Unit has designed and reorganised the customer’s way finding in order to improve the usability of the spaces and give them a new personality.
“Our challenge was to enhance the concept of “district” by identifying four characteristics that make the project unique. The four souls: shop, eat, fun and life were the starting point of everything.
Creative thinking, from the study of the brand to advertising and the architecture of the spaces. A cross-media project that makes “Quartiere San Donato” a unique and distinctive product, just like all our projects,” says Ermanno Canali, President of Canali&C.
Just 5 minutes away from the center of Florence, “Quartiere San Donato” is proposed as the only real alternative to the classicism of the historic center.