Identità Golose, the new concept store opened by Paolo Marchi and Claudio Ceroni recently in Milan at Via Romagnosi 3 bills itself as the “world’s first international gastronomy hub”. What makes this place special is not only its location right in the heart of the city, only minutes away from Piazza della Scala and the fashion district, but above all the significance of Via Romagnosi 3 for the history of Milan and Italy as a whole.
For more than half a century, before it moved into the long glass building designed by Herzog & De Meuron on Viale Pasubio, Fondazione Giangiacomo Feltrinelli was based in Via Romagnosi 3. Identità Golose picks up on the legacy of this important centre of Italian and international culture and continues its work in a well-defined but nonetheless important area of Italian culture: gastronomy.
This theme will be addressed from all angles, not only through food but with events and spaces focusing on education and promotion.
Digit&Associati of Milan, the studio headed by architect Edidio Tordera, renovated the late 19th century building in partnership with a number of prominent brands.
The Iris Ceramica Group, which, as the Group’s CEO Federica Minozzi noted at CERSAIE, offers its partners not just tiles but solutions, is project partner for dining room and kitchen floor and wall coverings. Slabs produced by FMG Fabbrica Marmi e Graniti, an Iris Ceramica Group brand, cover a total of about 700 sqm with the natural warmth of the stones in the TRAX collection, in the 60x60 size and the colour White, and the cement effect in the Roads collection, in the 150x150 size and the colour Grey Calm. These are not traditional tiles but products treated using the Iris Ceramica Group’s ACTIVE Clean Air & Antibacterial Ceramic™ technology. ACTIVE technology’s anti-bacterial and anti-pollutant qualities allow the material installed to reduce the presence of key strains of bacteria and indoor pollutants. The slabs therefore combine aesthetic qualities and essential benefits for the maintenance and hygiene of high-traffic places such as dining rooms with compliance with the strict health and hygiene regulations applicable to food preparation premises such as kitchens.
The innovative one-of-a-kind concept inspiring Identità Golose Milano has a long history behind it. Paolo Marchi and Claudio Ceroni are the founders of Identità Golose, an international congress that has been held for 15 years, representing the evolution of great cuisine and pastry-making in Italy and all over the world. In 2015 this experience was followed by Identità Expo, a temporary restaurant opened during Expo Milano 2015 which hosted 200 chefs from different parts of the world and served more than 56,000 visitors. Identità Golose Milano was born out of these experiences, open every day for lunch and dinner, developing a series of activities for entertainment, experimentation and research focusing on quality cuisine. These initiatives are flanked by training projects for catering professionals, in partnership with Alma, the International School of Italian Cooking, and for students in Italian hotel and catering schools.
Images courtesy of Identità Golose Milano