Branding Fiction by Lorenzo Bernini at Ditroit Dream

CAPSLOCK and Lorenzo Bernini present: “Branding Fiction: Designing Visual Identities for Narrative Media”

Milan, 20121. November 27th, 2025

Milan is where the roots of CAPSLOCK are, and on the 27th of November, Ditroit Dream has been the venue of our latest book launch: Branding Fiction, written by Lorenzo Bernini. The book started with a simple question: why do some names and logos feel like they’ve always been here, even when they never were? Lorenzo Bernini maps how these invented labels work: the cues that trigger recognition, the ways they become folklore, and what they reveal about culture.

This is achieved by analysing the most iconic fictional brands across film, TV, games, and the internet, allowing you to trace their origins, visual language, and brand impact. If you’ve ever “remembered” a product that never existed, Branding Fiction will give you an answer.

Hosted at Ditroit Dream — a A free space for the wandering brains in Milan — the event featured a visual projection that CAPSLOCK made in-house, and a selection of fresh tunes curated by Rocket Radio, but that's not all.

In collaboration with the author of the book, CAPSLOCK made an interactive web experience that extends the narration by inviting the users into the world of Fictional Assignment Bureau, an early '00s and fully corporate employment agency that is ready to hire whoever completes a 10-question quiz. Staff at the venue would then print the job offer onto paper, and hand it to the guests into an envelope.