Students from the Master in Visual Brand Design collaborated with AKQA and Ducati Museum, to design a new Borgo Panigale Experience for visitors.
AKQA and Ducati participated actively in the workshop, working side by side with students in every phase of the work and giving them feedback to define the final project.
Students were challenged to reinvent the visitors’ experience of the Museo Ducati and turn it into a phygital path, able to make people immerse in the brand’s world. The goal was to bring into the visitors’ experience all the magic of the spirit of adventure, high technology, and vision that drove a leading brand as Ducati along its extraordinary journey.
Students from the Master in Visual Brand Design collaborated with AKQA and Ducati Museum, to design a new Borgo Panigale Experience for visitors.
AKQA and Ducati participated actively in the workshop, working side by side with students in every phase of the work and giving them feedback to define the final project.
Students were challenged to reinvent the visitors’ experience of the Museo Ducati and turn it into a phygital path, able to make people immerse in the brand’s world. The goal was to bring into the visitors’ experience all the magic of the spirit of adventure, high technology, and vision that drove a leading brand as Ducati along its extraordinary journey.
Project Leader | Mentor
Project Expert: Nima Gazestani
Project Leader: Stefano Cardini
Programme Leader: Elisa Chiodo
Project Authors
Sofia Bernardini,
Margarita Maria Marti Pons,
Suphalak Kucharo,
Begum Onder
They worked to develop a new business model and connect the community through digital engagement and social media initiatives, reaching new targets and modern languages.
During the visit to the Ducati Museum, students began to analyse the target audience and the different areas of which it is composed. The Museum is visited by many schools and families of Ducati passionate, so the students thought about how to involve a younger audience and decided to propose an educational game that consists of discovering many curiosities inside the museum and factory and an interactive installation in the museum.
The first two parts are dedicated to learn components, assembly of the motorcycles and the history of Ducati. The third part is a race simulator, which allows visitors to try the experience on Ducati motorcycle.
