Martesana
New pastry shop

 Interior Design

Client
Martesana SRL

Creative/Art Director 
Luigi Durante

Interior Design
Maria Teresa Reccia
Marcello Silvestre

Collaboration 

Photography 
Stoked Studio



Year  
2022

Discipline 
Interior Design

Within the process of rebranding Martesana, the historical Milanese pastry shop founded in 1966, we were asked to design the interiors of the brand-new flagship store in Porta Romana. In order to create a contemporary space that could serve as a neighbourhood bakery, we intended to merge tradition with a homely atmosphere. One of the first elements on which we focused was the selection of materials. Therefore, rather than the formal aspect, we prioritised the sensuousness of materials to provide a sense of authenticity. Wood, terracotta, gold finishes, and paper factor – a sustainable micro-paper surface recalling the texture of cream – characterize the whole environment, all converging in the counter. Representing the architectural heart of the shop, this element is conceived as a multilayered cake gathering all the different materials. Moreover, the bar is crowned by a sinuous light line specifically designed to evoke pastry art by recalling the dynamic and spiral gesture of the chef assembling all the ingredients.

A further essential architectural component drawn from Martesana first shop is the arch. As well as on the trademark, we kept this distinctive shape behind the counter, on collateral architectural features, and on the shop window, as an invitation to enter the Martesana world. Near the window overlooking the street, we designed a “focus point” equipped as a flexible space where the main products are featured, which can be transformed into a tasting area. A book area, some luxury niches, and a space for art and photo exhibition contribute to distinguish this multifunctional environment, that is more than a simple pastry shop.

*Martesana received the BarAwards prize as the "Best Italian Bar, Pastry and Ice Cream Shop of the Year 2023."

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