The product of a lifelong dedication to family and community, La Storia is a brand-new, luxury residential development in Carlton proposed and intended as a legacy of the Marcocci family. La Storia is a new residential building; thoughtful, considered and a reflection on great Italian design. Its monolithic and solid form has been designed to pay tribute to Italy as well as Carlton.
Dugan & O’Sullivan were engaged by the Marcocci Property Group to create a full-scale marketing campaign for the development, including naming and brand, art direction, photography, illustration, and copywriting. The project was realised as a multi-channel communications campaign including a high quality publication and digital marketing to support.
With a chance to draw upon Italian architecture, illustration and art, property projects of this calibre don’t come along every day. The team at Dugan & O’Sullivan worked with Eusebio (Joe) and Maurizio Marcocci on a very personal, legacy project, and oversaw an intimate team of dedicated creatives committed to achieving results befitting their vision.
Looking to the hands-on, craft-like modernism championed by Carlos Scarpa and beautiful textual work of the era, Dugan & O’Sullivan has produced rich and detailed forms in both digital and hardcopy formats, reminiscent of the Olivetti Building, Gio Ponti, Osvaldo Borsani’s and the wonderful merging of craft and industrialisation in post-war Italy.
La Storia is unlike any development project the agency has worked on. The campaign launched in January 2022, with collateral and further specifications to follow, La Storia sits at the corner of Cardigan and Pelham streets where the keen and interested are bound to fall in love with their new address and lifestyle, beginning their own stories and establishment of legacies they will share in good time.
