Leone Opens Happiness Factory in Turin, Designed by Design Bridge and Partners
Leone, the Italian confectionery brand with a history spanning 170 years, unveiled the Happiness Factory in Collegno, Turin, incorporating a live production line. This initiative, spearheaded by Design Bridge and Partners, encompasses a 2,000-square-metre area divided into 14 distinct zones, such as Leone Wonder Ramp and Leone Piazza. The collaboration between Design Bridge and Leone began in 2022, emphasizing 'sensory escapism.' The design is inspired by Leone's candy wrappers and the architecture of Turin, showcasing a vibrant facade and an apothecary-style room for essences. The experience prioritizes tactile elements over digital features, including a theatre screen. Ed Mitchell from Design Bridge highlighted the founder's imaginative vision, while Leone's president, Michela Petronio, described it as 'a new chapter for the brand.' The Happiness Factory opened its doors earlier this week.
Key facts
- Leone, a 170-year-old Italian confectioner, opened the Happiness Factory in Collegno, Turin.
- The visitor experience is 2,000 square metres with 14 zones, including the Leone Wonder Ramp and Leone Piazza.
- Design Bridge and Partners, WPP's brand and design agency, led the creative vision and experiential identity.
- Studio Paolo Monzeglio designed the exhibition; Fo.LL.iA handled interactive, multimedia, and graphic elements.
- Design Bridge and Partners began working with Leone in 2022 on strategy and packaging centered on 'sensory escapism.'
- The experience is deliberately tactile and not screen-led, though it includes a theatre screen and projection mapping.
- An archive displays Leone tins, posters, lion marks, and packaging, showing brand evolution since 1857.
- The Happiness Factory opened earlier this week; Michela Petronio, president of Leone, called it 'a new chapter for the brand in the very city where our story began.'
Entities
Artists
- Luigi Leone
- Ed Mitchell
- Michela Petronio
- Paolo Monzeglio
- Annie Atkins
- Wes Anderson
Institutions
- Leone
- Design Bridge and Partners
- WPP
- Studio Paolo Monzeglio
- Fo.LL.iA
Locations
- Turin
- Italy
- Collegno