We are used to bank branches looking like cozy lounges, convivial dining rooms or charming shops. But groundbreaking services always entail new directions. So, if Food is by now invading all places for collective use, the bank, too, cannot work without this sort of approach and, for the very first time in Italy, gourmet baking enters the bank: two preeminent Italian brands –Iginio Massari and Intesa Sanpaolo Bank– shall collaborate to offer a totally uncommon experience.
An increasingly open bank, no longer the “Place for Money”, but an all-around proactive space, as confirmed by Andrea Lecce, head of marketing at Banca dei Territori, Intesa Sanpaolo: “After a few joint actions carried out by our branches with fashion, music and many artistic and cultural events, we are now proposing together with Massari a new experience of style and taste, a collaboration oriented to a cultural change in Italy, which we are very proud of”.
The pastry shop inside the branch of Intesa Sanpaolo close to the Duomo in Milan is one of the initiatives promoted by the banking group in the domestic territory, in order to open its branches to everyone, and not just the customers of the Bank.
Iginio Massari, who founded in 1971 the awarded Pasticceria Veneto in Brescia – since 2011 the best pastry shop in Italy according to Gambero Rosso’s guide- decided to create a new pastry shop concept thanks to this partnership.
Open seven days a week, the pastry shop shall feature a bakery visible from the street. Architect Andrea Stramigioli, who was entrusted with the interior design, focused his attention on both food and a refined aesthetics to suit the international taste. The concept underlying this project is the carrying out of a gallery of cooking artworks.
The decor features valuable materials, neat lines and a predominance of neutral colours, white and champagne, highlighted by the different volumes and the original lighting system obtained through intertwined linear lamps on the mirroring ceiling.
A 30 m2 outside dehor, furnished by Passoni, will soon be added to the 120 m2 of the indoor pastry shop.