In Milan (Italy), the Princi bakery displays its history on the walls of its restaurant, with a stylised, illustrated timeline
Showing its local connections
Located in the historical, chic quarter of Brera, the Princi bakery sells traditional Italian products such as bread, desserts and hot dishes at lunchtime.
To show off its know-how, the store has added a designer timeline which traces its history and arrival in different cities. In Italy, excellence means above all great products and a history of local ties.
Telling a story to pass the time while waiting
That is what the bakery focuses on: it first opened in Calabria, then conquered Milan. To adapt to the glamour of the city, the bakery dressed its staff in uniforms by Armani, the most iconic Milanese brand. That was a way of making an impact with brands about Italian know-how.
The cultural aspect of the store is therefore a highlight. However this approach is part of a more global trend, that of ‘waitertainment’: what better way to accompany a focaccia than with some instructive reading?
Italy is known for its décor and sense of the aesthetic. At Princi everything is done to emphasise natural produce and its nutritional power. The elements needed in the manufacture of bread (water, air, earth, fire) are outstanding features of the geometric, rigorous architecture of space, as well as in the choice of natural materials and colours. Behind the counters all the ingredients used to make the dishes are on show. As a result, the medley of colourful vegetables makes an eye-catching contrast with the minimalist design of the bakery.
Via Ponte Vetero, 10