The project entails redesigning the existing façade of the GS supermarket in Piazza Siena in Milan. The proposal addresses the theme through the concepts of diversifying perceptions and repeatability of the intervention. These two concepts give shape to the principal elements of the project, which can be read as two distinct levels of a single approach. The new façade would be superimposed over the existing building, and performs the roles typical of supermarket exteriors: providing advertising, creating an image and allowing access. This new element aims to become a symbolic and evocative image of the GS supermarket chain, instantly recognisable within the urban setting and capable of responding to the varied needs of the numerous branches of the GS chain. It was also considered fundamentally important to emphasise the more playful and fun aspects of grocery shopping, involving customers by presenting an entertaining and enjoyable image.
While the new façade is simple, its design is also decisive, clearly separating and defining the two main elements: the upper section and the ground level.