Name & Logo

The name Gelateria Sogni di Ghiaccio originated from a meeting with the artist Roberto Fassone.
When Roberto first visited the space, he offered to donate a piece of art, which involved naming the space according to his choice.
The only condition he imposed was that we unconditionally accept whatever name he chose.
Roberto devised a series of names, each accompanied by a logo and brief description.
He then organized an elimination tournament where the names competed against each other.
The outcomes of each match were decided by the curator Valeria Mancinelli, and the eventual winner of the tournament was Gelateria Sogni di Ghiaccio.
The logo for Gelateria Sogni di Ghiaccio, initially proposed by Roberto Fassone, was reimagined by Filippo Marzocchi and Mattia Pajè, and redesigned by Mattia Pajè.