The Casa Umbria showroom is an ambitious, half public, half private project: three large companies, three major international brands in the field of interior design and decoration, united by their origins and supported by the Regional Government of Umbria and by the Centro Estero per l’Umbria [Umbria Trade Agency]. We concentrated on researching a unique graphic sign to visually interpret the diversities and complexities of Umbrian regional culture and launch their international identity. A project of total design in which our work group fully immersed itself, from the design to the contents, to the brand and retail identity, with a project line we defined as architecture within architecture.