October 27th, 1994

The first banner ad appears on the web:
«Have you ever clicked your mouse right here? You will».
So many clicks done since then, and many more to come!

October 27th, 2022

We isolate the last bit: YOU WILL, you'll be compelled to do it.
An imperative, strong, sharp and irrefutable future.

We keep the graphic style of the old banner, giving it more personality and we turn it into the logotype for a startup incubator.

Playing on the origin of the word "incubator", we add a golden egg from which the wording comes out, representing the birth of a successful startup.

Now we begin creating the real brand.
An incubator gives startups the support they need during the first stages of their development: making available formation, mentoring and networking, and offering a physical workplace.

Instead of choosing any place or building a new one, we decide to use an abandoned place. Better, we use two.
The first one is the Abbey of San Galgano, about 30 kilometres frome Siena, completely in ruin and down to its walls.

The Abbey has no roof, so we take the cover from another abandoned place: the City of Sport at Tor Vergata, in Rome.
At this point, it would be absurd to complete the work, and that "sail" makes the disposal too expensive. But its a remarkable piece and it's just the right size.

Therefore, we move it to Chiusdino, we place it atop the Abbey and add the glass, as planned in Calatrava's project.

Ready for the most innovative and interesting startups; now we can focus on our own job.

Finally, we can't miss a mini banner campaign on the online version of Wired, where all this started.