The brand is named after Azucena, the gypsy in the Italian opera Il Trovatore by Giuseppe Verdi. Studio Juma restores the original logo in order to sustain its historical relevance in the contemporaneity.
Alongside the graphics, we have chosen to narrate the brand through two parallel, although converging, stories, in the form of two photographic projects dedicated to the representation of the products. Independent but symbiotic, the portraits enhance both the technical aspect of Azucena and its relation with its city, Milan, in an interpretation of photographer Federico Clavarino.
Studio Juma designs a coherent website to explore all the facets of the brand, from contemporary architectures to classical scenarios, to author reportages and experimental projects.
Inside David Chipperfield’s home-studio in the heart of Berlin, framed by large spaces in rough concrete and big windows, some of the most iconic designs by Luigi Caccia Dominioni. A sort of exploration of these unique rooms, under the art direction of Studio Juma.