Roberto Rigon

Defining the everyday uniform for everyday stories. At Capslock, we keep pushing the edge of narrative and technology. Testing how stories are told, where they live, and how they’re experienced. Books were our way to slow things down, to give ideas weight, to let them exist in time. This collection is how we let them move again, carried through bodies, across cities, into the everyday. Our largest drop yet. Out soon Digital AI campaign for @capslock.works Music by @san.giacomo

By @fixer.zone Branding Fiction started with a simple question: why do some names and logos feel like they’ve always been here, even when they never were? We call them fictional brands, and they’re more than an uncanny twinge: they borrow the grammar of real branding so well our brains fill in the shelf space. Inside the book, 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, this is for you. Written by @lorebrnn Published by @capslock.works Motion by @fra.scr Sound by san.giacomo __________________
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Branding Fiction started with a simple question: why do some names and logos feel like they’ve always been here, even when they never were? We call them fictional brands, and they’re more than an uncanny twinge: they borrow the grammar of real branding so well our brains fill in the shelf space. Inside the book, 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, this is for you. Written by @lorebrnn Published by @capslock.works

Crossing paths, opening doors, working with people I used to look up to from a distance. Learning by doing, by breaking, by fixing, by getting a bit wrecked along the way. That’s the game. The finish line keeps drifting further, so we just keep moving. Curiosity on, always, that’s the only compass that doesn’t lie. A quick flash of what we’ve been building at @espaceparallele : feels like a decade packed into a couple of months. Thanks to all the team @rif.ep.0919 @ettocaesar @lorenzo.marcolini @laurapianko @elisabettapagella @bale.cactus @jimfleskens @ivan.stolbovoi_

Digital shooting for our latest Issue “Branding Fiction” CC @capslock.works & @fictionalbrandsarchive Branding Fiction is coming back in stock next week. More copies of the book that maps brands you remember but never existed—how they borrow trust, how they travel through culture, and why they feel instantly “real.” If you missed it the first time, this is your second chance to put the blueprint of belief on your shelf.

Digital Casting CC @capslock.works Out Soon

@nike Shox Z release party behind the scene and detail at @espaceparallele In collaboration with @gaze.magazine and @kourtrajmeuf , the platform’s identity was reconfigured to amplify 21 unique visions of ambition. The residency culminated in a collective vernissage, showcasing two weeks of intensive creative exploration. A space designed to empower. At @espaceparallele Provided by @weloveart.agency Client @nikeparis The Artists: @starfishthefirst @zaza_mrln @ilekhalesp kawthar_lf @studiokellyesteves @lesgenslanuit @kloe.cr2 @louisexsvd @margauxcorda @dokkchampa @yaan0n @fuckingcycyraw @emmeeyes @mns_emma @inesthetique.shot @manuelaemrose @melodiecissou @safie_dgn @soofiabnb @sag.29 @tasniim.bss

The Branding Fiction imaginary communication: published by @capslock.works via @fictionalbrandsarchive Restock will take place late this January. We are reconfiguring our global network to establish permanent distribution across Asia, Australia, Canada, and the USA. To the @capslock.works community: thank you for the foundation. Hold tight, we are developing major updates for 2026. Curiosity is the Key

On November 27 we launched the latest @capslock.works publication, “Branding Fiction,” at @ditroit_dream .
 This has become the fastest-selling issue in Capslock’s history, and for that we want to give you a sincere, Capslock-level THANK YOU for the incredible support around the launch. Your enthusiasm means the world to us and gives us the energy to keep pushing our vision forward.
 “Branding Fiction,” the newest volume from @capslock.works created in collaboration with @fictionalbrandsarchive ,explores the art and logic behind fictional brands—showing how logos, names, and narratives can evoke a surprising sense of familiarity. 
Have you ever remembered something that never actually existed?
 Unmixed by @rocketradiolive 
Photo @marcellomaranzan and @vitimatt

A new chapter begins — I’m joining @espaceparallele as Creative Director. I’ve moved to Paris to chase new inspirations. New Inputs, New Culture, Curiosity is the key. I’ve always been fascinated by the idea of physical space within a digital culture. I’ve always been a geek — more comfortable behind a keyboard, observing the world rather than trying to shape it. For ten years, that’s what I did: studying, understanding, imagining. Now, after ten years, I feel ready for a new chapter. I’ve learned my lessons, and I feel it’s time to share them. Time to give form to a world I’ve spent years visualizing. It’s time to bring a tangible contribution to the community around me. We need to rebuild connections, to share inputs, to create new dialogues. With Espace Parallèle, this is exactly what we want to do: to build a space where ideas meet, cross-pollinate, and take shape. Espace Parallèle Showroom + Photo Studio 300 m² — 47 Rue Servan, Paris And OF thx to the team @rif.ep.0919 @alinekhieu @lorenzo.marcolini @ettocaesar Pics by @ivan.stolbovoi_

Visual Research 1/2 for @espaceparallele When we started designing Espace Parallele, we didn’t start with a tagline. We watched the room work. Load-ins, flipovers, late nights. The pattern was obvious: when the frame is modular and the tools disappear until needed, everything can change state fast without losing itself. That’s the concept: a space designed to transform. 

Espace Parallele is the cultural operating system able to turn every activation in a fresh configuration: a store becomes a studio, a studio a runway, a runway a workshop, a workshop a radio, a radio a ritual. The form is modular; the intent is constant. Brands and communities plug in, the space reconfigures, and identity is expressed at full power. We watched the room change and made the brand change with it. The logo stands as a portal to its different universes: everything passes through it when the space flips state. The typography and wayfinding behave like a tool kit: click, lock, go, while the neutral palette keeps the stage open so your identity leads. It’s the space’s rhythm, translated. Espace Parallele - a space designed to transform. The new brand identity Now live Designed by @capslock.works Visual identity - @fixer.zone Verbal identity - Giulio Vescovi Motion design - @fra.scr

Imaginary Design for the first-ever @ute.rec showcase in Italy. Provide to you by the collaboration between @bsr.world and @ghost.it__ @marylakeworld @ekkel__ @gnmr____ @marius___bo @living__code Design by me and @npellla