Client: Volkswagen Group Italia – Škoda Italia
Dealership: Eurocar
Address: Via S. Leonardo, 146/A – 43122 Parma (PR)
Project Manager: Mattia Molteni Bassi
A frontage that needs to be read as a whole
For the Eurocar site in Parma, Volkswagen Group Italia – Škoda Italia entrusted Progim Sign with an external identification project built around four key elements: Totem, Communication Wall, Entrance Portal, and Fascia.
The project had a precise objective: to ensure that the entire frontage of the site would be perceived as a single visual system. In a dealership, in fact, the customer does not read each element separately; they read the whole, which must appear orderly, clear, and immediately identifiable with the brand.
A project conceived as a composition, not a sum of parts
The intervention was developed to guide the eye naturally. The totem acts as a vertical landmark and captures visibility from the road; the communication wall introduces the presence of the brand and product communication; the entrance portal marks the access point and guides the transition towards the showroom; the fascia ties the entire front elevation together, giving the façade a more uniform reading.
The value of the project lies precisely in this balance: each element has a distinct function, but the result works only when none of them dominates the others in a disorderly way.
Prolicht and the translation of the Škoda format on site
For the production of the supplied elements, the project was developed together with Prolicht, a partner involved in the brand’s Corporate Identity. The role of Progim Sign, through Project Manager Mattia Molteni Bassi, was to translate the Škoda format guidelines into a concrete intervention, verifying the correct integration of the elements on the actual site and maintaining continuity between the existing architecture and the new image.
In a context like this, quality does not depend only on the individual manufactured element, but on how surfaces, volumes, and brand elements interact with one another once installed.
A façade that guides the customer
The external identification of a dealership does not serve only to “place the logo.” It also serves to make the relationship between the road, parking area, and entrance intuitive. In the case of Eurocar, the rebranding was designed precisely to make this transition smoother: from recognising the dealership to reaching the actual access point.
This is a substantial difference, because it improves not only the brand’s presence, but also the legibility of the site in its everyday use.
Result
Today, the Škoda Eurocar site presents a more compact and better-defined external identity. The totem, communication wall, entrance portal, and fascia do not merely occupy the façade, but work together to create a more orderly image, coherent with the language of the network.
The project confirms Progim Sign’s approach to automotive Corporate Identity interventions: giving shape to a unified result, in which visibility, orientation, and recognisability all work in the same direction.