Paradisso
2022
Graphic Design, Art Direction, Branding
Paradisso / Nightclub
Paradisso draws inspiration from the enchanting era of the 1940s and 50s in the United States, a time of post-war jubilation where soldiers returned home to pursue dreams of education, homeownership, and family bliss. This period marked a golden age of American consumerism, characterized by glamour and prosperity.
Advertising during this time was meticulously tailored to specific demographics, including women, families, and affluent youth. The aesthetic landscape was awash with pastel hues of pink, green, blue, and yellow, adorning everything from automobiles to fashion and interior design. Iconic billboards, illuminated by Edison-style lights, dotted the landscape, while cars gleamed with opulent chrome accents. Household appliances such as refrigerators, toasters, televisions, and lamps embraced the same sense of opulence and style.
This captivating era serves as the foundation of Paradisso's timeless allure, weaving a narrative of nostalgia and sophistication into its very essence.
Meanwhile, the 1970s era in the bustling streets of New York City unfolded as a captivating tale of contrasts. It was the dawn of the legendary Studio54 era, amidst the backdrop of a gritty, yet vibrant New York scene characterized by gangsters, crime, and decadence. Still, amidst the chaos, a thriving nightlife emerged, with the 'Rich Kids of New York' hosting extravagant parties in clandestine locations.
New York became a playground of contrasts—where the industrial revolution clashed with the remnants of art deco and nouveau architecture, and where long nights were filled with pulsating music, intoxicating substances, and an air of rebellion—a time for 'MISFITS.'
Paradisso, born from the fusion of these two iconic eras, represents a captivating journey through time—a celebration of the avant-garde spirit that defined the American landscape, and the birth of the Concrete Jungle.
The name Paradisso is derived from a playful twist on 'paradise,' evoking a realm where escapism meets enchantment—an oasis where the allure of good music, great company, and secrecy intertwine.
From a design standpoint, our approach embraces fluidity and versatility. We deliberately refrain from rigidly assigning elements to specific brand attributes, allowing for boundless creativity and adaptability. Much like the ever-changing hues of paradise, our logo can shimmer in chrome or exude a subtle matte finish. Likewise, our graphic layout seamlessly oscillates between symmetry and asymmetry, mirroring the dynamic essence of our brand.
In essence, Paradisso beckons you to embark on a journey beyond the ordinary—a realm where imagination knows no bounds, and the possibilities are as infinite as the stars.
