A new visual vocabulary. Illustrations 22–24.
Illustration, Art direction, Exhibition design
CLIENT: Arclinea / YEAR: 2022–2024(Ongoing project)
Styling: SIMONA SILENZI STUDIO WITH GAIA MARCHESINI AND GIORDANO SARNO.
Juma realises a series of illustration projects for Arclinea, combining visual precision with narrative depth. Neutral-toned, fine-line drawings have periodically characterised the showroom walls, providing a subtle and refined visual frame for the collection’s models. In parallel, vibrant watercolor illustrations highlight selected ingredients from chef-curated recipes, featured across digital communication to celebrate seasonality, local heritage, and biodiversity. This visual narrative reflects Arclinea’s values of conviviality and sustainability, using illustration as a tool to foster awareness and a conscious relationship with food.
From ear of wheat to bread: in the set-up conceived for Milano Design Week 2022, natural colours and graphic design express the simplicity and beauty of an ingredient that plays a central role in Italian gastronomic culture.
A celebration of diverse food heritage, flavours, and traditions focuses on the preservation of local and seasonal ingredients through cooking and conviviality.
Marinda Tomato
Carmignano fig leaf
Montoro red onion
Sugarkelp
Rhubarb
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