Poetry, provocation, project, and crossbreeding experiments between food and design through 15 images in which Lombardy Region’s culinary excellency transforms itself into a design experience.



WHAT: a project that united research and great vision to wed the creativity of the masters, the experimentation of young designers, and the region’s wine and food PGI products presenting the public with a new vision of food, which through design became an object of art, or play, while promoting and highlighting typical regional products as ambassadors of quality and cultural identity. The set-up and images on display were designed to explore the close interplay between the world of design and food and wine, in which traditional elements, innovative materials, and sophisticated and artisan technologies interweave to bring forth the excellency of both. 

Born as a Fuorisalone (Milan Design Week) project, the exhibition was re-edited at the World Financial Centre of New York during the prestigious Tribute to New York event.

CLIENT: Lombardy Region

LOCATION: Triennale (Milan), World Financial Centre (New York)

PARTNERS: Iris Ceramica, Cappellini, Flos, Kartell, Moroso, Alessi, Fratelli Guzzini, Album, Zanotta, Apple Computers, Castellani &,Smith, Technogym, Slide Design, Iris Ceramica

IN BRIEF: conceptualization and event planning, set-up design, PR and publicity, graphic design