Milan is breathed, crossed, lived. Its identity isn’t carved in stone, but written on the faces, steps, and gestures of those who inhabit it every day. By day, it’s a metropolis racing between effort, creativity, and productivity. By night, it becomes an urban laboratory where ideas take shape among art, lights, and human connection.

This is where the Ginnasium label is born: a liquid tribute to a city that’s alive, ever-changing, and full of surprises. A hypothetical brand that doesn’t just tell Milan’s story—it is Milan.

A Bilateral Label, Two Faces: Milan Between Light and Shadow

To embody this dual soul, the label has a reflected design.

By day, it appears clear, minimal, direct: a clean surface reflecting the city’s productive face. Symbols, patterns, and signs speak of dynamism, interconnection, and innovation.

Then night falls… and something happens.

Thanks to UV ink, invisible in natural light, a second narrative emerges: graffiti, murals, and urban marks rise from the dark like memories waiting to be uncovered.

A graphic gesture becomes an experience—because Milan isn’t just observed, it’s discovered. And often, it’s in the darkness that its brightest soul reveals itself.

Not Monuments, but Humanity in Motion

We chose to move away from traditional historical and architectural iconography, giving Ginnasium a narrative built on cultural networks, cross-contaminations, and everyday stories.

It’s a brand that sees the city through the eyes of an anthropologist: attentive, curious, never obvious.

An Aesthetic That Breathes Street Art

The visual language takes shape from street art, now rightfully recognized as cultural heritage.

Murals—symbols of a free and authentic aesthetic—become a visual code to tell the story of a city that pushes to expose hidden truths.

A tribute to the rare virtue of meritocracy and Milan’s undeniable quality: being the most international city of all.