Gabriele De Santis Selected work / Tridente

Tridente Moda District

Rome’s luxury district had no digital home. We designed one around people: from research to the winning concept at Rome Future Week, all the way to the design system of the official release.

Winning concept · Rome Future Week 2025

Client
Confcommercio Roma
Partners
Rome Chamber of Commerce, AANT
Built with
THANATOS, WYL srl
My role
UX/UI designer
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01 The problem

One of the most iconic luxury districts. No digital experience to match.

Aerial view of Piazza del Popolo, with the three streets opening out behind the twin churches
Three historic streets fan out from Piazza del Popolo toward Piazza di Spagna and Piazza Augusto Imperatore, tracing the trident that gives Rome’s Tridente district its name. Fashion houses, artisan workshops, hotels, churches and monuments live side by side here: a unique heritage, but one told by many separate voices.
  1. 01

    Untapped digital potential

    The Tridente is one of the most iconic luxury districts, yet it lacked a digital experience worthy of its value.

  2. 02

    A story yet to be written

    There was no single place that could tell the district’s story, guide visitors, showcase its brands and speak to a young, international audience.

  3. 03

    An identity yet to be defined

    Individual businesses each spoke in their own style, with no shared frame to amplify their value.

How might we transform the Tridente into a global luxury destination, showcasing its brands, craftsmanship and exclusive tourism through an online and offline experience?
The brief from Confcommercio Roma, Rome’s business association

02 The process

From 80 students to one official website.

  1. Step 1 · Partnering with AANT

    An academy working for the district

    Confcommercio Roma entrusted the challenge to AANT, the Accademia delle Arti e Nuove Tecnologie (Academy of Arts and New Technologies): a partnership between academic talent and professional expertise to give the Tridente a new digital identity.

    • 80 students
    • 4 classes
    • 5 instructors
    • 3 coordinators
    Students, AANT faculty and Confcommercio Roma representatives at the project presentation

  2. Step 2 · Concept design

    Over 40 visions of the Tridente

    Research, analysis and experimentation: each group developed an original concept that turned the needs of the district and its visitors into an experience. Ours grew out of the research you’ll find below.

  3. Step 3 · Rome Future Week 2025

    Six projects before the jury

    During the event, six shortlisted projects were presented to a distinguished jury, tasked with choosing the concept best able to transform the experience of the Tridente Moda District.

    Projects being presented at Rome Future Week 2025

  4. Step 4 · From concept to reality

    Our concept, chosen and brought to life

    The winning concept was refined and adapted to the Tridente’s real-world needs: from experimental idea to professional digital product, all the way to the site’s first official release, with its own design system.

03 Research

Listening before designing.

A user-centered approach, guided by design thinking: observing and listening to people to understand their needs, desires and contradictions before drawing a single screen.

ResearchConcept and release

  1. EmpathizeObserve and listen to users
  2. DefinePinpoint the core problem
  3. IdeateGenerate possible solutions
  4. PrototypeMake ideas tangible
  5. TestValidate with users
  6. ImplementRefine and release

What the numbers told us

63%a lot

Do monuments and historic sites add value to shopping in the Tridente?

  • A lot 63%
  • Somewhat 28%
  • Not much 6%
  • Not at all 2%

Culture isn’t a side note: it’s what sets the Tridente apart from other districts.

What matters most to you when buying a luxury product?

Craftsmanship 76%, exclusivity 40%, sustainability 34%, personalization 1%. Multiple answers allowed.

Craftsmanship beats brand prestige: the Tridente’s artisan workshops take center stage.

54%

Are you interested in local artisan fashion, beyond the best-known brands?

  • Yes, very much 54%
  • Both 37%
  • I prefer well-known brands 8%

51%

Do you consider yourself up to date on fashion trends?

  • Yes 51%
  • No, but I’d like to know more 42%
  • Not interested 6%

Almost half want guidance: they need content, not just shop windows.

On a scale of 1 to 5, how much value does sustainability add to your purchase?

1: 3%, 2: 1%, 3: 26%, 4: 38%, 5: 18%.

Valued, but rarely decisive. One of the most interesting contradictions in the research.

What does luxury mean to you?

Luxury is an experience before it’s an object. It’s walking into a boutique and feeling pampered.

It’s no longer just about showing off, but about culture, discovery and authenticity. True luxury today is owning less, but better.

A product is truly luxurious when it’s made with respect for people, materials and the environment.

A luxury product is the result of an obsessive pursuit of perfection. Every detail counts.

The contradictions

The final output

Four themes that emerged from analyzing the responses: the foundation for every decision that followed.

Rome vs. Milan

Milan is seen as better organized and more central to luxury shopping. Rome is loved for its history and atmosphere, but falls short on retail offering and the upkeep of its spaces.

Exclusive experience

Events draw people in with exclusivity and networking. Visitors look for tailor-made experiences and a visual setting that makes shopping memorable.

Rome’s weak spots

Disorder, too many tourists, complicated logistics and no clear strategy for the Tridente. The link between culture and shopping is recognized, but not leveraged.

Sustainability and innovation

Sustainability matters “on paper.” What people actually ask for is more digital innovation: advanced filters, precise guides, features that genuinely improve the experience.

The brief, confirmed

  • The Tridente is known for luxury, but many have never truly experienced it.
  • In-store shopping is still preferred for its immersive experience, with interest in bringing online and offline together.
  • Craftsmanship, exclusivity and personalization are priorities.
  • The blend of luxury and historic heritage is the real strength.

The brief, disproved

  • Interest is high among young adults (25–34) and enthusiasts, but they’re a minority: cultural curiosity prevails.
  • Sustainability is appreciated, but not seen as adding value to a purchase.

04 People

Two travelers, one district.

The data became two personas, and the personas became two journeys to redesign. Comparing the before and after defined the site’s features.

Portrait of Laura Bianchi, one of the project personas

Laura Bianchi 38, Florence

“I’d love to discover exclusive, engaging experiences.”

  • Travels often for work and pleasure, looking for authentic cultural experiences.
  • Goes to design events, trade fairs and art exhibitions.
  • Follows luxury brands and local artisans on Instagram and Pinterest.
Portrait of Charlotte Williams, one of the project personas

Charlotte Williams 27, UK

“I want to discover authentic, affordable experiences that inspire me and that I can share with my community.”

  • Travels between London and other European capitals.
  • Shares her lifestyle on social media and promotes brands and destinations.
  • Prefers a few high-quality pieces to trendy products.

User journey

    05 Benchmark

    Learning from the best.

    Five players analyzed on four criteria, each scored from 1 to 5: from direct competitors to high-level luxury references, all the way to a city-promotion model.

    CompetitorProducts and servicesSocial proof and communitySustainabilityInnovative technology

    Strengths

    Design and usability · Clear, complete information · Mobile and app integration · Innovation

    Weaknesses

    Limited personalization · Inadequate support · Complex navigation · Little interactivity

    Opportunities

    Digital expansion · Partnerships · Accessibility · Sustainability and inclusivity · On-demand experiences

    Threats

    Fierce competition · Shifting preferences · Regulations · Reliance on sponsors · Technological change

    06 Design choices

    From questions to decisions.

    How might we

    How might we improve the in-store shopping experience for Gen Z and luxury shoppers so that they’re motivated to come back and shop?

    The idea

    A website with everything you need to know about the Tridente, without spoiling the pleasure of discovery.

    Exploring the site should save time and lighten the mental load: a day of shopping and culture can be planned in just a few steps.

    Watchwords: Elegance · Functionality · Accessibility

    • Routes

      Itineraries of Excellence

      Curated itineraries through hidden corners, artisan boutiques and atmospheres of luxury and culture.

    • Partners

      Tridente Signatures

      Spaces where each brand expresses its identity through its products, experiences and history.

    • Events

      Rendez-vous

      Events in constant motion, where luxury and culture intertwine and keep the district alive.

    • Places

      Framed by the Tridente

      Landmarks steeped in Rome’s millennia-old history, where elegance and tradition coexist.

    Naming is a design choice too: functional sections become chapters in a luxury story, without losing clarity in the navigation.

    07 Identity

    The birth of a distinctive mark.

    1. Piazza del PopoloThe settingThe piazza is the mount that cradles the district and holds it together.
    2. The Tridente’s streetsThe diamond pointVia di Ripetta, Via del Babuino and Via del Corso converge on Piazza del Popolo, forming Rome’s diamond point.
    3. The districtThe jewel of RomeTogether, the two symbols form a gem in its setting.
    4. Tridente Moda DistrictThe spotlight on luxuryThe gem lights up, becoming a spotlight trained on the district.
    • Negative on Primary
    • Positive on Primary 095
    • Positive on white
    • Negative on black
    Geometric construction of the mark: a 100 px module, 50 and 80 px radii, a 180 px base and optical correction
    Built on a 100 px module, with 50 and 80 px radii and a 180 px base. Optical correction softens the joins between the setting and the prongs.

    Color Click a color to copy its value

    Typography Inter, in three weights and eleven levels

      The homepage heroThe district’s opening video: at the end, the logo comes in and a prompt to scroll appears.

      08 Design system

      A system documented component by component.

      Every component has its own documentation board and variants in Figma. Below is a selection rebuilt in code from the Figma file and the official site: atoms, molecules and organisms, with their real states for you to try.

      Primary
      Secondary
      Outline
      Primary small
      Outline small
      Language, maps, play
      Social
      ButtonsYellow is reserved for the main action; the secondary button is frosted glass, and the outline handles utility actions.
      Coming soon ShoppingFoodArt DirectCulturalAccessible TransitTaxi / Car serviceBikeOn foot
      Tags and pillsContent status, category, the features of an access point and the ways to reach it.
      Official Tridente Moda District 2 h4 km6 01 Jan03 Jan15 Feb 01
      Route and event infoDuration, distance, stops, dates and stop number.
      Form fieldsText input, a select with its own arrow, a text area and a round consent checkbox.
      Scroll DownCloses the hero: the wheel slides down inside the mouse and fades out, on a loop.
      • location-dot
      • clock
      • person-walking
      • map-pin
      • calendar
      • magnifying-glass
      • gem
      • compass
      • building-columns
      • train-subway
      • bus
      • taxi
      • bicycle
      • heart
      • user
      • users
      • shoe-prints
      • scissors
      • user-tie
      • plane-departure
      • globe
      • filter
      • accessible-icon
      • hashtag
      • image
      • video
      • instagram
      • pinterest
      IconsFont Awesome, solid style: a single set for wayfinding, maps, events and social.

      09 Pages

      From concept to reality.

      The winning concept’s homepage and the released one, section by section. As you scroll, each part of the concept gives way to its final version, along with the reason for the change.

      01 Navigation

      From a menu of services to the four pillars

      Concept
      Map, Community, Events and Contact, with search and a Sign up button.
      Release
      Routes, Events, Partners and Places, with the Get to the Tridente CTA always visible.

      WhyThe navigation follows the four pillars of the story. Sign-up and community move to later releases, and the main CTA answers the first contradiction the research revealed: getting to the city center.

      AANT concept: Map, Community, Events and Contact, with search and a Sign up button.
      Release 1.0: Routes, Events, Partners and Places, with the Get to the Tridente CTA always visible.

      02 Routes

      From two entry points to a showcase of itineraries

      Concept
      Two large cards: Personalized routes and Recommended routes.
      Release
      Itineraries of Excellence: cards with a map, tags, duration, distance, number of stops and an official badge.

      WhyPersonalized routes require accounts and automatic generators, so they moved to the roadmap. Showing duration and distance up front answers the fear of wasting time that surfaced in the journeys.

      AANT concept: Two large cards: Personalized routes and Recommended routes.
      Release 1.0: Itineraries of Excellence: cards with a map, tags, duration, distance, number of stops and an official badge.

      03 Events

      From brands to happenings

      Concept
      Join the events: cards devoted to individual maisons.
      Release
      Rendez-vous: cards with date, title and description, linked to a filterable archive.

      WhyThe event takes center stage, not just the brand: clear dates and venues make it easier to plan a visit.

      AANT concept: Join the events: cards devoted to individual maisons.
      Release 1.0: Rendez-vous: cards with date, title and description, linked to a filterable archive.

      The release templates

      Home template of the website

      10 Evolution

      A starting point, not a finish line.

      The first release is a springboard: the project will grow into a living digital hub that brings the district, partners, brands and the public together in a single experience.

      1. Release 1.0 · Where it all begins

        • Itineraries of Excellence
        • Tridente Signatures
        • Rendez-vous
        • Framed by the Tridente
        • Essential version for launch

      2. Next step · Community

        Personalized itineraries
        Tailor-made routes built from the map, to save and share with the community.
        Tridente live
        A real-time board for brand content and initiatives.
        Atelier of Ideas
        Trends, other people’s picks and points of view for discovering the district from new angles.
        Event invitations
        Brands invite users to exclusive events; users, in turn, recommend them.

      The Tridente’s future is in motion.

      Credits

      Client
      Confcommercio Roma
      With the support of
      Rome Chamber of Commerce
      In collaboration with
      AANT — Accademia delle Arti e Nuove Tecnologie
      Built with
      THANATOS Digital Agency
      WYL srl — What You Like
      My role
      UX/UI designer on the team behind the winning concept and on the design of release 1.0