# The Spirit of the Mediterranean > Brand strategy, identity, film and platform for Mareterra — Monaco's landmark new eco-district by Renzo Piano and Valode & Pistre. - Client: Mareterra, Monaco - Services: Strategy, Design, Content, AI & Innovation, Environments & Wayfinding, Production - Sectors: Destination & Placemaking - Locations: Europe Mareterra is the most ambitious land reclamation project in Europe, creating a new coastal district for Monaco founded on the principles of ecological integrity and architectural excellence. The district comprises a beautiful new community of residential, cultural, and recreational spaces that celebrates the spirit and sensations of the Mediterranean. The name 'Mareterra' is inspired by its two complementary natures, the port and promenade that connect directly to the sea, and the gently sloping hillside that is more terrestrial. Mareterra forms a vital new waterfront connection for the people of Monaco. Developed using pioneering, sustainable building techniques, it lies at the heart of the Principality’s future growth. www.mareterra.com “I wanted this new area to embody the excellence and conviviality which distinguish the Principality of Monaco so well… in a few years it will be seen as a natural extension of our territory.” Noë & Associates were tasked with creating the name, brand strategy and identity, and the overall marketing communications strategy and subsequent campaigns to launch Mareterra to the world. The project includes 6 residential offerings by some of the world’s most accomplished architects including Renzo Piano, a retail district, public park, Alexander Calder sculpture plaza, marina, and public walkways. Brand Expression Film © Noë & Associates The Mareterra marque was inspired by the organic contours of the site itself, and the previously unseen Alexander Calder sculpture that will be at its heart. The different areas of the masterplan are represented by a variety of complementary shapes, creating a flexible brand identity that allows each one to be signposted, while clearly rooting them in this visionary district. An Organic Brand Identity "I have made a number of things for the open air. All of them…are like sailing vessels in that they react best to one kind of breeze." A sculptural approach to the signage system was inspired by Calder’s forms, using a restrained palette of natural stone and polished metal, echoing Renzo Piano’s masterplan. The realisation of Mareterra is an architectural and technical challenge that requires meticulous planning and rigorous design, engineering, and environmental expertise. Using the brand identity, we designed and produced a series of technical reports that provide a detailed look at the various construction technologies and engineering processes involved in this visionary land extension. Feat of Engineering Noë & Associates commissioned artist Eric Cahan to photograph 12 unique viewpoints of Monaco skies at various times of day, celebrating the unique hues that make its coastal vistas so beautiful. Cahan is renowned for his site-specific sky series that this commission continues. His works capture brief instances of illuminated skies that are shaped by the atmospheric conditions of their exact location, creating a sensorial expression of time and place for Mareterra. Monaco Sky Series Monaco's position in the Mediterranean is truly unique, with access to the most incredible countryside, a glittering coastline, and an array of world-class cultural, retail and hospitality experiences. Noë & Associates documented all of these exemplary qualities through film and photography to capture the location's timeless charm. Celebration of spirit To bring a place to life that doesn't yet exist, it is vital to create immersive content that drives engagement and interest, and inspires lasting pride in the local community. Monaco's commitment to responsible, sustainable design and urban regeneration is embodied by Mareterra, so documenting the 'makers' and processes behind this ambitious project was foundational to all communications. Meet the Makers Noë & Associates designed the website that is a key reference point for Mareterra, a hub that contains all the cinematic and informative content created and that explains the project's vision and progress, and the lifestyle experiences that it will offer residents and visitors. Website The makers of Mareterra are just some of the many experts responsible for the creation of this new district, working meticulously alongside their teams to bring this bold vision to life. From the fields of marine biology to engineering and construction, they ensure that every part of the development is conceived and executed according to the highest standards. --- Source: https://noeassociates.com/projects/mareterra Site: Noë & Associates