Studio Jiti for Caleido: communicating heat as language

For the launch of INFINITO — the new project by Studio Marco Piva for Caleido — Studio Jiti shaped a PR strategy built not around noise, but around nuance.

No loud statements. No product hype. Just lines, curves, terminals. A grammar of warmth, where every element becomes a sign, a voice, a deliberate gesture.

Our work wasn’t about “announcing a product.” It was about translating a radiator into emotional architecture. Through targeted press relations, editorial storytelling, and curated conversations, we gave form to a project that redefines utility as language.

PR, for us, is a system. A way to build meaning.
Every message is measured. Every placement, intentional.

Milan, Fuorisalone 2025.
Caleido, to be read with care.
Studio Jiti, to be understood between the lines.