The VIP area on display, aristocratic premises, flexible styles,
dynamic lighting, exteriors to socialise, relax on futons
and environments for couples only
in the new pizza shops, where also the pizza becomes exclusive.
The presentation of the projects developed within Pizza Experience Design
by POLI.design – Consortium of Politecnico di Milano,
the first post-graduate course dedicated to the design, planning and furniture
of innovative pizza shops and premises.
Five concepts developed by five teams of Italian and foreign designers
on a prestigious and noteworthy building, the Palace Montecatini by Gio Ponti.
Exclusive, elegant, or rather aristocratic premises where every detail conveys emotions and innovation, VIP areas on display, flexible styles, refined interiors and exteriors where to socialise, meet, relax on soft futons, but also private spaces for couples where to rediscover refined regional recipes or accompany a pizza with champagne.
The five innovative concepts developed by the Italian and foreign designers who attended the first edition of the specialisation course in “Pizza Experience Design – Design for the innovation of pizza shops and premises”, which ended March 21st, were presented at POLI.design – Consortium of Politecnico di Milano.
The course, with a limited access, is reserved to architects and designers and is dedicated to the planning, design and furniture of innovative pizza shops and premises.
A changing sector and a new specialisation for architects
“In Italy and abroad also the great market of pizzerias, a traditional one in the food sector, and public premises are starting to transform the environments, structures and furniture, in touch with the evolution of lifestyles – explains Nicola R. Ticozzi, director of the course – Pizza shops, in line with the new trends, are turning into spaces with high design content, able to entertain and convey atmosphere and emotions, and have become a new sector of specialisation for architects and decorators.”
The change concerns a quite large market, 45,000 premises specialised or revolving around the product “pizza” in Italy, plus a number difficult to calculate around the world: a quite relevant marketplace, not only for the designers attentive to the aesthetic signals of change, but also for the firms that produce technical equipment, furniture, lighting devices, and other products in touch with the evolution under way.
POLI.design – Consortium of Politecnico di Milano has established the first course in Europe of high standard training in “Pizza Experience Design - Design for the innovation of pizza shops and spaces”, in touch with its mission of active link between university, research and the industry, between profession and production for the development of design and innovation.
The course develops through 120 hours of research and theoretical lessons, practical exercises and tours guided by the lecturers to the most relevant innovative premises and spaces in Milan, and ended with a Project Work in which students have expressed the acquired planning and creative skills.
Lessons were held by Politecnico di Milano lecturers and professionals specialised in the different fields, dealing with all aspects involved in planning: concept development, furniture, technical equipment, lighting and sound technologies, accessibility and the use of innovative materials and colour.
The final project work was centred on the virtual refurbishment of an exceptional building: the historical Palace Montecatini that was designed by Gio Ponti in Largo Donegani in Milan, and is now seat of Radio Monte Carlo, the partner radio of the course.
The attendees have virtually designed an innovative pizza shop in the palace’s ground floor, which was supposed, in the planning hypothesis suggested by professors Andrea Manfredi and Gianpietro Sacchi, to host an elegant design hotel. The designers have developed their concept of pizza shop for both the hotel’s clientele and exterior customers.
The analysed space is of 400 square meters within plus an outdoor area of 140 square meters, which has been included in the projects, in touch with the latest trends of fruition of external spaces.
Five innovative concepts developed by five international teams
The designers, who came also from Brazil, Venezuela, Japan and Switzerland, were divided into five teams that developed the following concepts: the team EZII (L. Braccini, D. Cornolti, I. Mazzocco, C. Menci, M. Osmetti, L. Pastore, G. Takahashi) proposed “Exex”; RUE8+1 (M. Alessandrini, G. Arcaro, C. Basterebbe, S. Casiraghi, M. Cupella, V. Leto, R. Patierno, L. Zanolari Bottelli) developed “Stilemi”; 7PEXPO (C. Bolognese, L.M. Ciapparelli, G. Giavito, A.E. Melillo, V. Murania, S. Sipione, R. Uderzo) presented “Vivo”; 1 TAVOLO PER 8 (S. Abis, M.V. Altomare, L. Condemi, C. Ferraro, A. Furco, C. Palmieri, R. Pizzi, L. Schenatto) elaborated “Légame”, and PORTA LA BORSA (P. Boaria, M. Giammarino, C. Lobina, M. Policano, G. Rausa, R. Rizzi, A. Tammaro, L. Vandoni) studied “Skyscetta”.
The concepts can be viewed at www.pizzaexperiencedesign.it in “Projects”.
“Exex” by EZII
(L. Braccini, D. Cornolti, I. Mazzocco, C. Menci, M. Osmetti, L. Pastore, G. Takahashi)
Such a popular food like pizza in Milan, the capital of fashion and business, renovates and becomes... aristocratic. Exex is meant for an elite target group that demands a product of high quality, a refined environment and a custom-made service.
By overturning the classical arrangement, the VIP area is not placed in the inner part of the venue, but it is on display; while the area that is less reserved is placed in the garden, in the inner court yard, where cocktails and appetizers are consumed between the outdoor and the indoor.
The venue has many entrances: from Via Turati each one of the two entrances leads a VIP area with four seats each, while from Via Montebello there is a free access to the bar. The two inner areas are separated by a corridor which marks the two environments through games of light and reflecting precious materials. In the exteriors there are other VIP areas that can host only two people at a time.
To underline the exclusivity of the venue the 400 square meters host only 30 seats.
The preparation of the pizza is not displayed since what counts are the final product and its quality. The long common table directs the attention to the wood stove Ceky Classico, the space’s focal point that is visible from every point of the venue.
The Bose sound system offers a uniform sound diffusion in the single environments thanks to little loud speakers with colours that match with the context.
The venue is open only from the late afternoon on, with happy hour and cocktail service first, which is followed by a high-level pizzeria.
The chosen materials and colours communicate exclusivity: crystal, polished wood, gold and terracotta tiles, which are rendered more or less intense depending on the light incidence on the different surfaces. The flooring Materre Noir by Rex recurs in modules throughout the venue and creates a chromatic contrast with the vertical elements: the pillars are covered in the gold foil material Rex Gold, the side walls in Thin Victor Shine Casamood. The false ceiling is decorated with the same material of the pillars, while the curtains of separation are in beaded crystal. Furniture and accessories of design characterise the interiors which are clear and void of redundant elements; in the VIP areas tables and chairs are placed on luminous platforms and the light is produced by a Venetian Murano Glass Chandelier by La Murrina.
In the exteriors luminous cylinders host tables and chairs, beams of lights surround the space where to seat and taste the pizza.
The restrooms enhance socialisation and overcome the concepts of service environment: the area preceding the toilets is furnished with couches in empire style, and the washbasins in ceramic, which are equipped with faucets Frau K by ST, are based on a single top in ebony that runs along the entire wall.
The walls and the toilets’ cabins are covered with a golden mosaic by Casamood.
“Stilemi” by RUE8+1
(M. Alessandrini, G. Arcaro, C. Basterebbe, S. Casiraghi, M. Cupella, V. Leto, R. Patierno, L. Zanolari Bottelli)
The name “Stilemi” is referred to the always different styles of high quality proposed by the venue. As it is located in a business, fashion and elite residential area, the opening hours are not limited to the lunch time only, but the venue remains open also in the evening for a medium-high clientele. The venue is meant to be a reference point for the quality of the pizza, but it changes continuously: different pizza makers coming from all over Italy alternate every month and propose typical pizzas of their region.
The exclusivity of the experience is given also by the architectural project, which has a flexible and chameleon-like atmosphere: at the entrance from Via Turati the venue welcomes the customers with a wide reception area that is lighted from the floor thus appearing suspended. From here the venue develops into many areas. The light is fluorescent, with RGB colours screened by opaline glass, and the mahogany flooring Abisso by Rex is crossed by a stripe in red Alulife that marks the way to the kitchen. On display there is the wood-burning oven Ceky with a diameter of 160cm, apt to serve 120 customers. The kitchen hosts a OEM electric oven with double room which is reserved to prepare take-away pizzas that are carried away in original branded packaging.
The main hall is characterised by movable wings, modular sails that can change the space and the aspect of the venue as the cook changes, which happens every month. The space also changes as the sound and RGB lighting atmospheres change. In the ovens area the presence of fire is made spectacular in the back by cuts through the walls that show the flames.
The furniture complements are custom-made: the table is finished with a metallic corner that runs long the surface and fastens the table cloth so that they become one thing.
The outer side is characterised by a pool of water that recalls the arched shape of the exteriors and elegantly defines a single line of seats for the customers and is surrounded by modular tables. A tensile structure with a double canvas “Barrisol” that is back-lit by LEDs, shows on the ceiling the Stilemi logo.
The lighting is always protagonist: on the walls cuts of light are offered by LCD screens, while from the ceiling hang suspended lights in casted glass by La Murrina. By La Murrina is also the black Venetian chandelier placed in the area preceding the restroom, which is reached by passing through a curved path covered with red New Tribal stoneware, collection Neoedonismo by Rex. In the toilets the sanitaryware and the suspended washbasins Frozen by Simas match with the faucets Frau J 020 by ST and are highlighted by the golden mosaic covering by Casamood in the cabin.
“Vivo” by 7PEXPO
(C. Bolognese, L.M. Ciapparelli, G. Giavito, A.E. Melillo, V. Murania, S. Sipione, R. Uderzo)
“Vivo”, is targeted at a public of “young adults” and is open from breakfast to dinner and longer, and it changes considerably during the day thanks to the use of the lights.
The concept is aimed at giving the perception of a longer time, thanks to a path with stops that enhances socialisation.
The reading of the space prefers the vertical lines to the windows on Via Turati, hence the subdivision also functional of the plan.
The first stop welcoming the customer near the entrance is Water: the socialising rite of washing the hands with the others, as the pizza is eaten with the hands, in a “pool” of white Corian with ceiling basin spouts of the collection Frau J by ST Rubinetterie.
The second stop is Fire, the fire of the oven (thus confirming that the venue is a pizzeria), and the wood-burning oven Ceky becomes a furniture complement covered with a ruby mosaic of the collection Neoedonismo by Rex, while the oven’s opening is unusually placed at the height of the eyes…
After Fire, the third stop is the area where the pizza is consumed, which hosts a long orange table with 100 seats that develops throughout the venue and compels the customers to eat all together. Along the counter there is a row of green “TV chairs” designed by Newson for Moroso. The false ceiling is made of a soundproof material in resin and fibreglass; the sound system, which is completely built-in and hidden, is composed of sound speakers Bose FS3 satellite.
Also the bar counter of the fourth stop is made of Corian, but in the fuchsia colour. It is the area where it is possible to linger while waiting to be seated or for the take-away pizza. Side seats invite to get out to the exteriors, which are the fifth and last stop, especially during summertime, to enjoy the happy hour as a relaxing experience: the flooring in fine porcelain stoneware for exteriors by Florim host oversize bean bag chairs designed by the students which are matched with porch swings Swing by Viteo.
The sound system, with visible Bose FS3 satellite for the interiors and outdoor sound speakers FS151 for the exteriors, is deliberately visible.
The same type of flooring leads from the bar area to the restroom, which is vertically covered with mosaic Neutra by Casamood, and equipped with faucets of the collection Frau J by ST, washbasins of the collection Oh by Simas matching with the WCs, which are suspended in the toilet reserved to the differently abled.
“Légame” by 1 TAVOLO PER 8
(S. Abis, M.V. Altomare, L. Condemi, C. Ferraro, A. Furco, C. Palmieri, R. Pizzi, L. Schenatto)
“Légame” is a venue where the customers live unique and unrepeatable stories and relationships around a pizza.
All kinds of relationship between two persons are based on a “link”, something that unites and makes the relation unique and exclusive.
The venue is dedicated exclusively to the double, the couple: two fiancés, two girlfriends, two married people, two mates, two colleagues: the whole space is meant for two, for the relationship between two persons that already know, or do not know yet, each other, and here they find a place where to meet, in a possible sound and visual isolation.
Far away from the stereotyped expressions linked to tradition, including the convivial dimension, the venue shows originality and design, and a conscious image of the necessity to renovate the sector.
Légame is open from 6pm. until late at night, for the happy hour, dinner and after dinner, and is divided into three areas that correspond to the three different moments of consumption.
The area to be shared in couples is the heart of the venue and is dedicated to the actual pizzeria: it is set in the area on the side of Via Turati, with big windows on the street. This area is crossed by chromatic stripes made of alternate materials: white wood tiles and stoneware Ivore of the collection Matouche by Florim. The table and the two chairs are combined in the same custom-made element to host the couple and each is lit by the new red and white floor lamp Mariposa by La Murrina, which is designed by Marco Piva, who is lecturer at the course.
Five VIP areas that can be isolated by curtains of plastic sheets host comfortable futons and coffee tables to relax in two, where it is possible to personalise and change the luminous, sound and chromatic atmospheres.
The exteriors are dedicated to the meeting area that is aimed at enhancing socialisation and which host modular seats; they are enclosed in a structure made of metal and glass, and it is therefore usable all year round.
Here the protagonist is the finished product no more in its classic version, and the electric oven OEM enables also an easy execution and planning simplicity.
Thanks to the particular sound system designed by Bose it is possible to differentiate the sound and isolate it when needed in the different environments.
The restroom is the element that further underlines the concept of couple as it is an ample space with double WCs and double washbasins of the collection “Oh” J by ST, which can be used in pairs or alone. The WC cabins are covered with a mosaic in the colours aubergine and lime of the collection Vetro by Florim.
“Skyscetta” by PORTA LA BORSA
(P. Boaria, M. Giammarino, C. Lobina, M. Policano, G. Rausa, R. Rizzi, A. Tammaro, L. Vandoni)
The building of the project is part of the Palace Montecatini 2 in Milan, which is located in an area of offices and banks. One of the latest trends is the ban to eat in the office packed lunches, which in the Milanese dialect are called “schiscetta”.
“Skyscetta” aims at being an exclusive space where such a custom is possible as well as having a dinner like in a usual pizzeria. The double function is capital at lunch-break, while in the evening the venue offers exclusively restaurant and pizza services.
The total-white environment that is created by the flooring and covering in white tiles of the collection Clays by Casamood, is highlighted by a lighting that differs from area to area, with pillars covered with steel.
The entrance offers a privileged view over the entire venue: a false ceiling in white plaster, in-built lights and a decorated carpet, direct the look towards the interior window, which is characterised by the wood-burning oven, and the entire pizzeria can be seen at the back of the venue.
The windows on Via Turati instead offer a view over the second function of Skyscetta: ten microwave ovens with an exclusive design are at the customers’ disposal to heat packed lunches they have brought from home, with the sole obligation of buying the drink.
At the centre of the venue there are the kitchen spaces: the wood-burning oven Ceky with a diameter of 140cm is visible to highlight the pizza-making, and it is matched with a washbasin Simas, collection Frozen, for the pizza maker’s use.
The area dedicated to the consumption of pizza is furnished with 13 square tables with a leather surface, conic bases covered with the same material and adjustable feet. This area is separated from the exteriors by big windows.
Part of the exteriors is furnished with 11 tables, for a total of 44 seats, on a flooring of stoneware Florim R10; instead the gravel decorates another area which is dedicated to relaxation with a lounge furniture. The exteriors are marked by RGB beams of light, which identify the different moments of the day and are visible from Via Montebello.
For the happy hour a bar counter, such as the one in the exteriors, is covered in the front with planking tiles Abisko by Rex, which alternate with stripes of back-lit transparent glass.
The restrooms are placed at the two ends of the venue and decorated in a different style. The flooring near the washbasins of the collection Oh by Simas is in black and white ceramic planking tiles Neutra by Casamood. The walls are covered with red porcelain stoneware.
In contact with the industry, the market and professional operators
The collaboration with the Academic Sponsoring companies has offered the attendees a constant contact with the realities of the sector.
The research and application results developed in the final project work will be presented in a multimedia exhibition at SIGEP’09, the Academic Partner of the course, the Rimini Fiera leading trade show in the sector, a collaboration that confirms the deep and synergetic link between the market, the industry and the specialised research and educational sector.
The course had the active support and commitment aimed at enhancing research and innovation, offered by the Academic Partner SIGEP and the Academic Sponsors Florim Ceramiche, Simas Aqua Space, ST Rubinetterie, Bose, Forni Ceky and Oem-Ali, in touch with POLI.design’s mission as active link between the world of training and the market.
The course has also been patronised by the associations ADI (Industrial Design Association), Confindustria Ceramica (Ceramics Italian Manufacturers’ Association), TEN Technology & Entertainment Network, NedWork (New Entertainment Design Network), AILD (Italian Lighting Design Association), I Love Pizza, and www.edilportale.com.
In March 2009 the second edition of the course
The second edition of the course is scheduled from March 2nd to 20th, 2009 and is meant for Italian and foreign architects and designers.
The course of 120 hours is reserved to 30 applicants and includes theoretic and practical lessons, and a final project work. Lessons will be held by Politecnico di Milano lecturers and renowned professionals specialised in the different technical, technological sociological and entrepreneurial fields.
