After a long wait, Wednesday March 14 the master of Italian and international pastry Iginio Massari opens the doors of his first pastry shop in the heart of Milan inside the innovative Intesa Sanpaolo branch in via Marconi (corner of Piazza Diaz).
For the first time in Italy, haute patisserie arrives in the bank and it does so by uniting two Italian excellences in their respective sectors: Iginio Massari and Intesa Sanpaolo. The pastry shop of Iginio Massari – founder and now honorary president of the Academy of Italian Pastry Masters (AMPI) and first Italian member of the prestigious international association "Relais Dessert" which brings together the best pastry chefs in the world - welcomed within the spaces of the Milan branch testifies to the unusual partnership with Intesa Sanpaolo, which is part of the banking group's initiatives in the area to extend the usability of the branch spaces to everyone and not just to the Bank's customers.
Andrea Lecce, head of the Banca dei Territori Marketing Department of Intesa Sanpaolo: "After various sharing initiatives that have opened our branches to fashion, music and many artistic and cultural moments, starting today with maestro Massari we offer a new experience of style and taste, in a collaboration that makes us particularly proud of a cultural change in Italy”.
Former owner and founder since 1971 of the award-winning Pasticceria Veneto in Brescia – considered from 2011 to today the best pastry shop in Italy for the Gambero Rosso Guide Pastry Chefs & Pastry Shops – Maestro Massari has decided to open a new one-of-a-kind pastry shop model in the Lombard capital to offer a unique taste experience to all his numerous admirers.
“For many years my clients have been asking me to open a pastry shop in Milan e Intesa Sanpaolo's proposal arrived at the right time – continues Massari – Here you will find a wide selection of my creations: from single portions, to macarons, from cakes to pralines. In this new adventure I will have my children by my side, Debora nutritionist and pastry expert and Nicola, who have been working with me for years".
In addition to the privileged position, the pastry shop – open seven days a week with independent entrance from the branch – will be characterized by the laboratory facing the street which will allow the pastry shop staff to be shown at work. "A welcoming environment designed for the master pastry chef Iginio Massari who arrives in Milan bringing the flavors and colors of his great experience revisited in a contemporary key - declares the architect Andrea Stramigioli who continues - The attention and care of the raw materials in kitchen joins the refined aesthetic taste with an international flavor created by Stramigioli Associati. Choice of precious and silent materials are the basis of the project which aims to become an exhibition gallery of culinary works of art. The choice of the most innovative showcase of the moment in the pastry display sector, the "Jobs" by Orion by Clabo, makes the place futuristic and functional for its purpose".
The furniture is characterized by clean and essential lines with the dominance of basic colors such as white and champagne which are enhanced by the play of volumes and by the original lighting system obtained thanks to the intertwining of linear lamps positioned on the reflecting ceiling. The 120 square meters of the pastry shop will also be enriched by 30 mXNUMX of external dehor with furnishings designed by Passoni where the local customers can taste the different proposals of the pastry shop.
Maestro Iginio Massari is not engaged only in pastry. From Monday 5 March he returned to TV on Sky Uno HD with the new episodes of Iginio Massari The Sweetman, broadcast daily at lunchtime. While, from Saturday 21 April in prime time access, again on Sky Uno HD, it's the turn of the VIP spin-off: Iginio Massari The Sweetman Celebrities with exceptional showbiz guests including Lodovica Comello, Pupo, Mara Maionchi and Diletta Leotta.
The new pastry shop of master Iginio Massari sees the involvement of following technical partners: Bravo Spa, Broggi 1918, Buzzi&Buzzi, Electrolux Professional, Hausbrandt Trieste 1892 Spa, Irinox, Orion, Panasonic, Passoni, Acqua Valverde, Villeroy&Boch and Zafferano.
