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Icona - Pininfarina

Icona

Dedem and Pininfarina present the new photo booth cabin
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  • Category
    Product
    Brand Licensing
  • Client
    Dedem
  • Location
    Cambiano
  • year
    2023
  • Awards
Icona is born
The Project

A synergy that honours the Made in Italy

With 3600 machines distributed across the entire Italian territory and over 10 million passport photos printed each year, the Dedem Spa Group – which installed the first Italian passport photo booth back in 1962 – has chosen Pininfarina to shape the new booth. The “magic” box, which – a s a predecessor of the selfie – has been capturing the faces of all Italians, tells the evolution of customs and society and is an integral part of our urban geography. It is changing its shapes and entrusting its design to Pininfarina, celebrating synergy that honours the Made in Italy.

The Way

Timeless lines for an iconic object

Contemporary and timeless lines retain the tradition of an already iconic object and bring it into the future, always in balance between tradition and progress. Pininfarina has defined a unique and functional style for the new Dedem booths, focusing on three main aspects: a simple and immediate user experience, adaptability to different urban contexts, and accessibility. The exterior design results from the interaction of three volumes, giving a sense of dynamism and lightness to the structure while allowing for customization and harmonious integration in booth interior and outdoor spaces. The interior features various elements that enhance the user experience, such as the full-wall mirror that creates a sense of speciousness and comfort. The foldable seat makes the booth accessible and inclusive. Lastly, the user interface has been completely redesigned and digitalized to be more intuitive and user-friendly.

The Idea

Tradition and future

Dedem and Pininfarina present Icona, celebrating a synergy that honours the Made in Italy.  The new photo booth is characterized by contemporary and timeless lines that retain the tradition of an already iconic object and bring it into the future, always in balance between tradition and progress. With Icona, Pininfarina worked on the stylistic redefinition of a symbolic object such as the passport photo booth, as well as its functionality and use experience.