In September 2024, we began a project to expand the visual identity of ScottoJonno, a historic venue located in the heart of Galleria Principe di Napoli, a space that has long preserved the memory and soul of the city. A place shaped by time, people, and stories, where past and present coexist on a daily basis. The project originated from a deep immersion into the ScottoJonno archive. We leafed through books, collected artifacts, and analyzed period publications and historical materials in search of signs and visual languages capable of expressing Neapolitan identity and its layered influences. A visual and cultural investigation that brought fragments of memory back to light and reinterpreted them through a contemporary lens.

Through a structured process of research, photography, and digitization, history became visual matter. Archival elements were transformed into new graphic assets, preserving their symbolic value while returning them with renewed energy. The goal was not to celebrate the past nostalgically, but to make it alive and relevant. The project also extends into a strategic vision of space through the introduction of the concept of the Tesoreria. ScottoJonno is conceived as a museum-like place where the bar, signage, a distributed library, merchandising, and exclusive experiences coexist as parts of a single narrative. A system designed to enhance the everyday life of the venue, strengthen its identity, and turn each visit into a cultural as well as social experience.

A project that demonstrates how the past continues to speak, if one is willing to listen with care and respect. Project curated by Multiverse Studio in collaboration with Diego Serpico.