FIVEFOURFIVE

The briefs

H-FARM College partnered with FiveFourFive, a Milan-based brand that blends craftsmanship, style and values into a contemporary identity, for a 24-hour innovation challenge. Nearly 200 students, organised into 33 teams, worked on the concept “Chasing the first light”, exploring new opportunities for the brand’s future in three areas: community building, retail experience and the use of artificial intelligence in creative and operational processes.

The projects

Students analysed how technology, creativity and new consumer behaviours can contribute to the brand’s evolution. The winning concept, developed by Team Fourfivefour, proposed using AI to speed up the creative process, turning initial sketches into finished products more quickly, expanding design possibilities and making product development more agile.

Highlights

After pitching to the FiveFourFive jury, the winning teams were invited to the brand’s Milan headquarters to take part in an exclusive workshop and get a close-up look at the company’s creative process.