The Gallery was born from a narrow team of the Capitolium Contemporary Art lead by Gherardo Rusconi, Giorgio Rusconi, Gino Bosa e Alessandro Fusco.

Their intention was twofold. On the one hand, to market Italian an unprecedented international proposal to tease an already formed customer, on the other hand attracting and educating wealthy people to art, mainly from Brescia, together with to develop a form of "shared collectivism".

Proposed Solution / Logo 

The main font is a Serif as it recalls respect for the historicity of art. In fact, the gallery wants to "subvert starting from the inside", accepting the rules of the system, without appearing naive from the outside.

The dynamics of the logo as a whole tends to change. This concept is manifested through the last 3 letters of the name which are condensed as if they wanted to counter the resistance of the system, ready to turn the corner, to break into the future.