Ducati by You
Identity Design Workshop
Students from the Master in Visual Brand Design collaborated with AKQA and Ducati Museum, to design a new Borgo Panigale Experience for visitors.
AKQA and Ducati participated actively in the workshop, working side by side with students in every phase of the work and giving them feedback to define the final project.
Students were challenged to reinvent the visitors’ experience of the Museo Ducati and turn it into a phygital path, able to make people immerse in the brand’s world. The goal was to bring into the experience the magic of the spirit of adventure, high technology, and vision that drove a leading brand as Ducati along its extraordinary journey.
Identity Design Workshop
Students from the Master in Visual Brand Design collaborated with AKQA and Ducati Museum, to design a new Borgo Panigale Experience for visitors.
AKQA and Ducati participated actively in the workshop, working side by side with students in every phase of the work and giving them feedback to define the final project.
Students were challenged to reinvent the visitors’ experience of the Museo Ducati and turn it into a phygital path, able to make people immerse in the brand’s world. The goal was to bring into the experience the magic of the spirit of adventure, high technology, and vision that drove a leading brand as Ducati along its extraordinary journey.
Project Leader | Mentor
Stefano Cardini,
Elisa Chiodo
Project Authors
Pujitha Gali,
Po Jui Sung,
Xiu Lin,
Elif Tuna
The project of Pujitha Gali, Po Jui Sung, Xiu Lin, and Elif Tuna reviewed the user’s experience, humanizing it to create a connection for a personalized memorable Museum experience.Â
Before the visit, users customize and personalize bikes through the Museum app, playing with Ducati skeleton.
By visiting the Museum, users can see the bike of their dreams come to life. Based on their color choice and customizations they are given a base track to add Ducati iconic engine sound by rotating the handles and creating their music video. In line with the Museum trends, the bike can be used in video games, purchased as NFT extending the experience after the visit and opening new revenue streams through merchandising.
