A multidisciplinary laboratory that reinterprets Sammontana’s identity beyond the product.
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Project Week 2026 with Sammontana Across Fashion, Design and Visual Arts
Date
18 February 2026
From February 23 to 27, IED Firenze's Project Week is back, an intensive week of creative design that brings students face to face with the real world of business. The protagonist of the 2026 edition is Sammontana, one of Italy’s most iconic brands, invited to step outside its food universe and be reinterpreted through fashion, design and visual arts.
What if Sammontana were a creative brand?
The challenge is clear: to translate Sammontana’s identity, values and aesthetics into a contemporary creative language capable of going beyond the product and building a true ecosystem of fashion, design and visual communication. This is not simply a rebranding exercise or a traditional advertising campaign, but a vision that combines Italian identity, everyday pleasure, collective memory, pop iconography and innovation.
A multidisciplinary approach
The First Level Academic Diploma courses in Fashion Design, Illustration, Visual Communication Design, Interior Design, Fashion Marketing and Communication and Fashion Styling and Art Direction will work together, sharing imaginaries and concepts to create a coherent and integrated design ecosystem.
Students will explore four main areas:
Brand identity and positioning: defining values, personality, target and manifesto. What kind of fashion and design brand would Sammontana be today? Leisure, genderless, pop, summer-driven?
Fashion and apparel: developing capsule collections, iconic garments and accessories that translate the Sammontana universe into contemporary silhouettes, volumes, materials and styling.
Design and materials: researching textures, patterns, surfaces and sensory qualities inspired by softness, freshness and luminosity; developing installations and experiential concepts for interiors and exhibition spaces.
Visual arts and communication: moodboards, visual language, digital and editorial campaigns, installations and social content to narrate the Sammontana universe through emotion, culture and creativity.
Outputs may include concepts, prototypes, moodboards, patterns, campaigns, installations and immersive experiences. The priority lies in the strength and boldness of the vision rather than in the quantity of materials produced.
Project Week 2026 thus confirms its role as a multidisciplinary creative laboratory, where tradition and innovation meet and a brand symbolising the Italian summer becomes fashion, design and narrative.
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