Twelve sales outlets in Milan, many interpretations of space; but so far, one thing you can say for sure is, only one really stands out. Foodie’s Via Larga.
Everything revolves around the ring between the two floors. Revolves. No verb was ever more appropriate because the circular central form is both a counter on which a quick meal can be eaten, and a bicycle wheel when seen from above. The bicycle, by now a recurring theme in Foodie’s communications, here becomes part of the furniture, light and architectural structure.
The space draws on many new ideas: less wood, more raw concrete; less tradition, more innovation; with a watchful eye on recycling and reuse, as witness the plant pot holders in the gallery which are actually made from wire netting given a new life. The pallet becomes light, light pure and simple: a single cube from which spills a warm, welcoming light, whereas the menus are made from rolls of wrapping paper, ecological, tactile, original.
Everything is new – modernized – different.
Will other shops follow the lead of Via Larga? At the moment it is the only admirable example.