"One way to celebrate the identity and the history of the brand was to recover materials from old Princi outlets - says Flaviana Rimondi , Costa Group architect in charge of the project – such as burnished brass panels, ceramic and wood. We didn’t simply reuse those materials, but they have been the point of departure for the counter design."
The design is marked by an elegant and refined minimalism which reflect the passion for the job and the quality of the product, and outline the contours of an aesthetic experience that goes beyond the fleeting purchase. A long service counter to the right of the entrance, that switch from coffee to bread, in a dramatic interruption that forces the client to the inspection of all products displayed. To the other side there are long dining tables, from where is possible to observe live the bread production, as tribute to transparency and artisan workmanship.
Three food routes which have a distinctly international atmosphere: from Pastry Coffee passing through cake and pastry area ending with Princi bakery and pizza. Over the counter, there are open-plan laboratories with juices area, a small kitchen for the preparation of quick meals and of course baking area, with a massive cast-iron wood-burning oven. Walls and columns of the outlet are covered by elegant white ceramic and aged oak which has been used for the cafeteria wall.
The display cabinets are dedicated to the abundance of food, modulated on the daily consumption: starting from the goodmorning croissants to Princi special bread with its unique and original shape, flavor and ingredient strongly distinguishable from any other bread marketed elsewhere. All this offer continues until the evening, with quick snacks, pizzas, buns and during the late afternoon the long table turns with for aperitif time.
At the end, the "salad from the garden" station, a belief converted into the display of fruits, vegetables and snacks for lunch , with an old mixer and stacked flour sacks.

In the height difference under the main hall you can find the seating area for table service with a long red leather couch (the only extravagant color in the outlet) and a wall composed by bronze slates on which appears Princi signature. On the wall, a stylish graphics framing showing the most important moments in the history of the Princi’s company and family’s. Beginning with the opening of the first bakeries in Calabria, then in Milan and London, children births, and an international press review that celebrates the Italian baker.
Thanks to this renovation, Princi of Via Ponte Vetero is able to express an unique elegance that is the result of a judicious mix of tradition and modernity, offering the spirit of Milan in its international vocation.

Princi : Via Ponte Vetero , 10 . Milan
Design and Planning : Costa Group , Arch. Flaviana Rimondi .