Shutters. On the street, we sometimes find ourselves stopping in front of a metal shutter painted with an eyecatching picture: a cup of steaming coffee, or a realistic-looking dessert with soft frosting, or a scarlet and shiny Vespa with the mechanic's opening times. Real shop windows containing beautiful products, even if the store is actually closed. And other times, when the store is open, we are drawn in by the warm atmosphere and the delicate drawings on the walls, the graphics on the windows, the transfers and the stickers. If everything seems to have been put in just the right place it's because, behind the communication of the companies, there are people who have made this particular type of communication their profession.
The three young men who created Urban Factory have invented a way of doing business which has given birth to an enterprise supported by two key ingredients: innovation and creativity, made available to the brands of the customers that they supply with everything they're missing: innovative ideas, technologies, marketing strategies in step with the new economy, top-end advertising campaigns. Urban Factory is more than shutters and colours, though: it's a way of interpreting creative communication, where innovation is not an aim but a strategy for achieving your goals.
The three young people became seven, and opened a studio in the centre of Rome which since 2013 has captured the attention of both small and large companies. They only have one regret: that of having taken a route which, to most people, remains invisible. Their mission is so innovative that it sometimes collides with a real world still anchored in old business dynamics – a problem shared across the whole of Italy. In this sense Urban Factory is not only an established business, but also a running engine which can make it possible to change the future.
The story has been written by Rossella Milone, writer.
An agency of seven young people which involves artists and designers from all over Italy. They came 24th out of 650 companies.