Juventus "Undici" project

MILAN — Turin-based soccer team Juventus is taking on Milan Design Week to unveil the pilot edition of its new “Undici” project.

On Saturday, the soccer club, which is controlled by the Agnelli family, will host a cocktail party to showcase the new “brand experience format,” which “wants to offer a meeting place where people can play, learn, eat and shop,” explained Silvio Vigato, head of brand, licensing and retail at Juventus.

Debuting with a temporary format inside a post-industrial venue, which is part of fashion label No. 21 headquarters in the heart of Milan, “Undici” is developed in collaboration with coffee maker Segafredo Zanetti, which is the project’s master franchisee. “Undici” in Italian means eleven, which is the number of players on the field in a soccer game.

“This project is part of Juventus’ strategy aimed at transforming itself from being just a soccer club to a global brand,” said Vigato, explaining that the “Undici” locations will deliver “engaging experiences” combining the offering of an international café with a dynamic retail environment carrying Juventus merchandising.

Juventus "Undici" project

A look at Juventus’ “Undici” project.  Courtesy Photo


The project, which is aimed at increasing the brand’s international fun base, which currently accounts 300 million people in the world, will debut between the end of this year and the first quarter of 2019.

“We are still defining the schedule of openings,” said Vigato, who pointed that the Middle and Far East, as well as the United States, are the most appealing markets for the expansion of this project.

In conjunction with the opening of the Milan’s “Undici” temporary venue, Juventus will also unveil an exhibition developed in collaboration with PlusDesign Gallery. Called “U-Joints,” the exhibit is curated by Andrea Caputo and Anniina Koivu. Several tables, featuring different sizes and dimensions, will serve as displays for the creations of a wide range of artists, including Alvar Aalto, Martino Gamper, Vico Magistretti, Ingo Maurer, Alberto Meda, Jasper Morrison and Jonathan Nesci, just to name a few.

The “U-Joints” exhibition will be open to the public April 17 to 22.