Luca Marchetti

Background

About Luca Marchetti

Expertise: SEMIOTICS, CULTURAL INSIGHT, BRAND POSITIONING and ANALYSIS OF CULTURAL & BRAND IMAGINARIES, COMPETITIVE BENCHMARK, SOCIO-CULTURAL FORESIGHT for market research and brands. My approach integrates semiotics, academic research and curation for a complete understanding of cultural productions such as signs, pop -culture, brand id, commercial communication and products. Applied SEMIOTICS provides powerful insights for the understanding of these fields and their inevitable interconnections. Valuing a BRAND or its IMAGINARY means to prove their relevance and potential within markets and cultures. The efficacy of CREATIVE PRODUCTIONS, such as fashion, design, brand communication or retail spaces deeply rely on their cultural context too. While academic research powers the understanding of these matters, EXPERIENTIAL SCENARIOS and curation provide strong operational formats to turn analysis outputs into ACTIONABLE INSIGHTS. CONSULTING: Brand and communication consultancy through a semio-cultural approach to cultural/cross-cultural analysis, innovation and trends-forecasting. Particular interest in Luxury and Retail-Space. RESEARCH AND TEACHING: A semiotic and aesthetic approach to fashion, design and branding. Particular interest: brands, fashion, design and art as manifestations of contemporary aesthetic culture. CURATING: Conception of exhibitions and events on fashion. Particular interest: Curatorial research, Trans-aesthetics, Experiential curation - Trained in semiotics at the University of Bologna (I) and at the University of Limoges (F). Former Researcher-Professor at the Ecole Supérieure de Mode of UQÀM in Montréal, Invited professor at the University of Bologna, Senior lecturer at the Institut Français de la Mode in Paris and La Sorbonne Nouvelle. He taught Semiotics of Branding and Communication at CELSA University of Paris IV - La Sorbonne (F) between 2004 and 2013. Contributing editor at Vogue and Revue Magazine.