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Leggende Italiane - After Food City Event - English version

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Presentation of the format of Leggende Italiane

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Leggende Italiane - After Food City Event - English version

  1. 1. Concept design by
  2. 2. is a different way to tell the true essence of Made in Italy and Italian lifestyle by highlighting the common denominator of people and products that made it legendary in the world: The Passion è un modo unico per raccontare la vera essenza del Made in Italy e dell'Italian Lifestyle evidenziando il comun denominatore di persone e prodotti che lo hanno reso leggendario nel mondo: La Passione
  3. 3. Concept Masterplan
  4. 4. When excellence makes history become Legend
  5. 5. 6,8 billion of cell phones in the world
  6. 6. Today we can enjoy the benefits of this advanced tool…
  7. 7. …thanks to the 4 Leggende Italiane of Science who made it happen Alessandro Volta: inventor of the Battery Antonio Meucci: inventor of the Telephone Guglielmo Marconi: Inventor of the Radio Pier Giorgio Perotto: Inventor of the Personal Computer
  8. 8. Legendary Italian Elegance The true Italian Lifestyle is made by Class, Art, Fashion, Style and Design never confuse elegance with luxury Mai confondere l'eleganza con il lusso. Il vero Made in Italy è Buon Gusto, Classe, Arte, Moda, Stile e Design fatti da Ingegno, Tradizione, Innovazione e Bellezza ma soprattutto dalla Passione messa da grandi Protagonisti entrati nella leggenda.
  9. 9. Prestigious Italian icons and firms in the world
  10. 10. Concept Store milestones: A journey in the heart of Italian Lifestyle “Leggende Italiane” is a concept store model based on the true essence of the Italian lifestyle, achieved through a simple, elegant and minimal format, transmitted through a design mood; it explains and tells why a small nation like Italy has had for more than 2000 years a leading role in the evolution of human history. I punti cardine del Concept Store: Un viaggio nel cuore dello stile di vita Italiano Leggende Italiane è un modello di concept store basato sulla vera essenza dell'Italian Lifestyle, realizzato attraverso un format elegante sobrio e minimal, trasmesso attraverso un mood di design, spiega e racconta perché una piccola nazione come l’Italia occupi da oltre 2000 anni un ruolo da protagonista nel progresso nella storia dell’umanità.
  11. 11. Rose Gold Gessato
  12. 12. Lifestyle: Create the sense of belonging by the mood sensations From consumer goods to durable goods - Food as Trojan horse to retain the audience for living a global experience “Leggende Italiane” gains loyalty of the public by offering an environment able to provide a sense of belonging to the mood and philosophy of the concept, starting from Food through restauration (consumer goods) To complete the experience of the Italian lifestyle, it provides the surrounding conditions, also through show-rooms, to elegantly, politely and discreetly outline a series of durable goods and services in line with the purchase propensity of the target customer Lifestyle: Creare il senso di appartenenza tramite sensazioni e stati d’animo Dai beni di consumo ai durevoli: L'esperienza accumulata nel comparto Food ci ha portati ad individuare ed utilizzare ad arte questo comparto strategico come cavallo di troia per fidelizzare il pubblico a vivere esperienza trasversale su tutto il sistema made in Italy in un unico spazio. Leggende Italiane fidelizza gli ospiti offrendo loro un ambiente minimal design coivolgente in grado di trasferire senso di appartenenza al mood e alla filosofia del concept, partendo dal food attraverso la ristorazione (beni di consumo). A completamento dell’esperienza di Italian Lifestyle inserisce a contorno in un'area show room in modo elegante educato e discreto una serie di beni durevoli e servizi in linea con la propensione di acquisto del target cliente attraverso i marchi più prestigiosi del Made in Italy. Food Innovation Revolutionary Food Regeneration Procedures Cooking Show Staging food preparations Taste Hi-quality “Dieta Mediterranea“ gourmet and valued proposal High profitability Zero excess of production, Zero swarf, Zero food waste
  13. 13. Food Entertainment Fashion Design Food Consumption Food Store Tourism
  14. 14. We create amazing food staging through scientific method Emotion: is it something unique? Yes The theater, however, has taught us that, learning to know its secrets, one can control it and play it out We achieve this through drawing up manuals as if they were theatrical scripts. A spectacular restoration format made by scientific procedures enabling dishes of low infrastructural impact (no kitchen) and high returns (no waste) Mettiamo in scena il food in modo suggestivo attraverso il metodo scentifico L’emozione è qualcosa di unico? Si Il teatro ci ha però insegnato che, imparando a conoscerne i segreti è possibile controllarla e riprodurla portandola in scena. Questo noi lo abbiamo fatto realizzando i manuali operativi di ristorazione come se fossero dei copioni teatrali. Basandoci sulla rappresentazione di procedure a vista di Food Entertainment Un format di ristorazione spettacolare fatto da procedure scientifiche in grado di proporre preparazioni di basso impatto infrastrutturale (senza cucina) e ad alta redditività (zero scarti).
  15. 15. Food Entertainment Fashion History Lamps Design Wine Food Consumption Coffee Gelato Gastronomy Dieta Mediterranea Pizza Travels Books Kitchenware Motors Fine Craftsmanship Art & Craftsman Food Store Furniture Houseware Tableware Jewels Cooking show Pasta Chocolate Cocktails Pastry Mountain Wine Cheese Truffles Caviar Tourism Balsamic Vinegar Grocery Restaurant Norcineria EVO Sea Accessories Sportswear Shoes DressLeather Mood Sense of belonging Italian Lifestyle Pasta Culture Design Business Mice Experience Enogastronomia Folk Tradition Shopping Aromatic herbs Consumer goods Durable goods Perfumery Glasses
  16. 16. quality Passion Innovation Innovazione Beauty Bellezza The common denominator: Cleverness Ingegno Tradition Tradizione
  17. 17. The typical and traditional products and the Italian ingredients that distinguish themselves are preserved and become legendary The Italian products of excellence are consacrated by traditions that are preserved troughout generations
  18. 18. Over 70% of world’s food specialities were invented by Italians Over 70% of world’s food specialities were invented by Italians
  19. 19. Experience: Live continuously stimulous and emotions within the environment Leggende Italiane puts the focus on great ingredients and food products, not on the chefs. Food Entertainment is used as attraction to tell the Made in Italy approach, applied to the consumption of food products, and sale of design, fashion and tourism. We chose to leave to others the concepts of art made by chefs, instead we prioritize the efforts of Italian major industries, the real producers of legends like Balsamic Vinegar, Extra Vergin Oil, Salami, Wines, Cheeses, and important national DOP and IGP appreciated all over the world. We focus on science and technology that have made the industry Made in Italy prestigious in the world through design. This is for us the true spirit of the Italian Lifestyle. Experience: Vivere continui stimoli ed emozioni all’interno dell’ambiente Leggende Italiane pone il focus sui prodotti non sugli chef. Il Food Entertainment è usato come come richiamo per veicolare il Made in Italy attraverso somministrazione e vendita di prodotti food, design, moda e turismo. Abbiamo scelto di lasciare ad altri i concetti di arte fatta da chef per privilegiare gli sforzi di grandi industrie, i veri produttori di leggende come il ABTM, Oli, salumi, formaggi, e le importanti DOP e IGP nazionali apprezzate in tutto il mondo. Sempre ad altri lasciamo la ricerca spasmodica di prodotti fatti da contadini intellettuali radical chic proposti con la logica del mercato. Ci concentriamo su scienza e tecnologia che hanno fatto grande l'industria del Made in Italy nel mondo attraverso il design. Questo è per noi il vero spirito dell'Italian Lifestyle. Food Legends
  20. 20. 1 Pasta + Gastronomy (Risotto, Tortellini, Lasagne, Cannelloni, Pesto) 2 Gelato (Ice Cream Coolella system) 3 Caffetteria (Caffè Espresso, Special Coffee) 4 Pizza (+ Light Bakery, Focaccia, Piadina, Flaky puff pastry) 5 Chocolate and Pastry (Gianduja, Modica, Nutella) 6 Wine e Cocktails 7 Fine Food Specialities (Norcineria, Hams, Salami, Sauces, Cheese, Truffle, Extra Virgin Oil, Balsamic Vinegar) 8 Italian Lifestyle Store (NFC Show Room Marketplace)
  21. 21. Maestro Martino de' Rossi Leggenda Italiana del ‘400 fondatore della Cucina Italiana moderna Uno tra i primi a fissare tempi e procedure di cottura della pasta 1) Pasta + Gastronomy
  22. 22. Bartolomeo Scappi Leggenda Italiana del ‘500 teorico della Cucina Italiana e studioso dei maccaroni 1) Pasta + Gastronomy
  23. 23. Pellegrino Artusi Leggenda Italiana del ‘800 che portò la scienza in cucina Il primo a creare il manuale della cucina Italiana unita 1) Pasta + Gastronomy
  24. 24. Bernardo Buontalenti Leggenda Italiana dell’Architettura Rinascimentale nel 1559 inventa il Gelato One of the first Food Designer in history 2) Gelato
  25. 25. Storiella, Scappatella, Frittella, Ciumachella, Bella, Stella, Monella, Mozzarella, Mortadella, Caramella, Sfogliatella, Spintarella, Tremarella, Tintarella, Tagliatella, Tortorella, Coccinella, Pazzerella, Calabresella, Botticella, Campanella, Donzella, Damigella, Pulzella, Cascatella, Catenella, Cittadella, Fontanella, Fiorella, Crespella, Tigella, Cremella, Fiammella, Finestrella, Fagianella, Gabriella, Gallinella, Gazzella, Genzianella, Isabella, Gonnella, Marinella, Modella, Monachella, Pagnottella, Palombella, Pimpinella, Pollastrella, Pioggerella, Pennichella, Pianticella, Finestrella, Partitella, Riderella, Pulcinella, Raffaella, Nella, Stracciatella, Nutella, Barichella, Lella. ella Cool + Pretty amazing Italian
  26. 26. TM Crema Brinata Smerigliata The Ultimate Gelato Evolution
  27. 27. Angelo Moriondo Leggenda Italiana che nel 1884 inventa la macchina per caffè espresso 3) Caffetteria
  28. 28. Il Coffee Design Kit Foto Kit
  29. 29. Il Coffee Design Kit Foto Kit
  30. 30. Luigi De Ponti Leggenda Italiana che nel 1933 inventa la moka per caffè 3) Caffetteria
  31. 31. Alfonso Bialetti Leggenda Italiana dell’imprenditoria che nel 1933 produce la moka per caffè 3) Caffetteria
  32. 32. Special Coffee
  33. 33. Coffee Design Experience: Il Sistema Coffee Design Experience è un sistema efficace per creare un nuovo mood di prodotti di caffetteria basati su ingredienti semplici e ricette rapidissime. Il metodo si concentra sull’utilizzo di un manuale e strumenti di design ampiamente testati con successo.
  34. 34. Raffaele Esposito Leggenda Italiana che ha dato origine alla Pizza Margherita Nel 1889 in onore della Regina Margherita di Savoia 4) Pizza & Bakery
  35. 35. Michele Prochet Inventore del Giandujotto Nel 1852 inizia produrre il leggendario cioccolatino con Caffarel 5) Chocolate & Pastry
  36. 36. Leonardo da Vinci Inventore e Leggenda Italiana della Scienza e dell’Arte Nel 1498 Ludovico il Moro gli affida una vigna e coltiva vitis vinifera 6) Wine
  37. 37. Parmigiano Reggiano Il leggendario Re dei Formaggi Italiani 7) Fine Food specialities
  38. 38. ABTM Aceto Balsamico Tradizionale di Modena Design: Giorgetto Giugiaro (1988)
  39. 39. Olio Magino Ardesia stone packaging for high quality Taggiasco Oil Design: Mauro Olivieri Typical product in native territory matter
  40. 40. Terra della Taggiasca Food Design dessert produced by OLIO ROI Design: Mauro Olivieri
  41. 41. Aromatic herbs indoor garden Food Design Design: Mauro Olivieri
  42. 42. Gio Ponti Leggenda Italiana Dell’Architettura e del Design Considered the father of the Italian Design 8) Design, Fashion and Tourism Show Room
  43. 43. Food Entertainment Fashion Design Food Consumption Food Store Tourism
  44. 44. a taste of Italy
  45. 45. The format
  46. 46. Retail 4.0 system Partner
  47. 47. Amazing Plus of Leggende Italiane: • Revolutionary 4.0 Retail model • Wireless Phone Charging and NCF TAG integrated in the table • Food Menu NFC/QR Code ordering by Smart Touch Menu APP with smartphone • Show Rooming NFC Marketplace (innovative startup) Zero Warehouse – smartphone instore ordering - e-commerce home delivery • Food Entertainment used to call guest attention • Restaurant used as a Trojan Horse to create consumer loyalty and sense of belonging for propose durable goods • Very Hi-profitable and innovative Business Model • Cross Food Regeneration System – Very Low- impact cooking model • Minimum investment – Maximum performance • Chefless Kitchen, elimination of product line – Zero Food Waste • Format “Made in Italy” Elegant Mood and Lifestyle Design based • IPR e Trade Marks and Patents, Guidelines manuals and procedures
  48. 48. Table incorporate NFC and Wireless Charging
  49. 49. Smartphone APP Menu for ordering and purchase
  50. 50. The Concept Designer and Curator
  51. 51. Paolo Barichella DESIGN AS A LIFESTYLE Designing means giving shape to human needs Paolo Barichella is a consultant and entrepeneur active in the strategic and operative implementation of Food Design into the corporate business. He is the Food Design theorist in Italy, starting in 2002. During his career, he has developed successful concepts for several “Food Format Retail” firms; has designed food products and product lines for the food industry and food consumption; has written articles and books on Food Design and has presented at numerous international conferences. He has been lecturer in Food Design at the most important Italian and international universities, participated as a food designer in the most important world competitions of cooking, pastry and ice cream and he has been testimonial for several companies, events, television broadcasts and jury awards. He works as advisor to major clients and industry groups and is also personally involved as investor and managing director in some innovative food projects. Founder and Concept Designer of Leggende Italiane
  52. 52. Why Leggende Italiane? After 15 years of several successful projects for various clients in the Food Format Retail sector, Paolo Barichella has decided to condense all the acquired know-how to create "Leggende Italiane"; the most modern concept for the Food Format Retail ever made before. Examples of Food Formats created by Paolo Barichella: Cioccolati Italiani, PanB, MSC Cruise, Autogrill Bistrot as a Concept Creator or Strategic Managing Director (Advisory & Consultant) Investments: Years of Know-How conferred to the project: 15 (of professional experience) Hours dedicated to the project: over 1250 (work time dedicated to the Leggende Italiane project since 2015) Professionals engaged: 127 Travels: over 150 Assets: EU Trade Marks: 2 EU Patents: 4 ADI Register Depository: 2 WEB Domains: 12 Contract Agreements: 8 Partnerships: 12 Steps and achievements so far: Prototypes, Tests, R&D, Business Plan, Project presentation, Forecasted accounts, Pitches, Investor memorandum, Operational manual, Graphics manual, Concept and design manual, Product procedural manual, Agreements.
  53. 53. ASSET IPR - Word Trade Mark Patent - Marchio denominativo registrato: Leggende Italiane | EUIPO EUTM 015096936 | Coolella | EUIPO EUTM 015775521 Nice classification: 8, 21, 25, 29, 30, 42, 43 | Nice classification: 30 - Registered Design Model: Capsule| EUIPO DMC 003323609-0001 | EUIPO DMC 002989293-0001 Locarno classification: 09.03, 09.05 | Locarno classification: 09.01, 09.03, 09.05 - ADI Industrial Design Association Legal Deposit: Cool Eating Experience – Cross Food Regeneration System - Format Design Register - ADI Registro Progetti - prot. n. 3097 Leggende Italiane - Format Design Register - ADI Registro Progetti - prot. n. 3201 - WEB Domains: www.leggendeitaliane.com | www.leggendeitaliane.it www.leggendaitaliana.com | www.leggendaitaliana.it | www.leggendaitaliana.net www.italianlegend.net | www.italianlegends.it | www.italianlegends.net www.coolella.it | www.coolella.eu | www.coolella.info - Facebook https://www.facebook.com/leggendeitaliane - Twitter https://twitter.com/leggendeitalian - Instagram https://www.instagram.com/leggendeitaliane
  54. 54. Milano Food City Preview 4-11 Maggio 2017 - Milano Via Dante 14
  55. 55. Main Partners: FASHION PRO Sponsor: Media partner:
  56. 56. Evento di lancio a Milano Via Dante 14 Team Paolo Barichella Mauro Olivieri Catalina Villa Lorenzo Guerra Cinzia Moretti Massimo Siena Elia Saramin Roberto d’Agostino Giuseppe De Palo Investimenti e valori: 90.000 Euro complessivi distribuiti in: Noleggio spazio location | Allestimento, grafiche pannelli e impianti cucina | Comunicazione PR e Ufficio stampa | Security, transport e Services | Arredi e attrezzature (vendita e noleggio o sponsorizzazione tecnica) | Prodotti food | Gestione operativa e personale 50% a nostro carico 50% tramite partnership and sponsorship Event partner: Fieramilano, Comune di Milano, Regione Lombardia, Confcommercio Concept Designer and curator Interior Designer Architect Assistant Communication Manager PR and Press Office Head of Licensing Head of Fashion Business Development Manager Business Brooker Umberto Chiatto Claudia Pepe Marco d’Avanzo Marco Avella Grazia Bracco Manuela Mancino Mario Montanari Massimiliano d’Urso Punto Verticale Account Manager Project manager and Controller Procedures controller Kitchen Management Banqueting Manager F&B Strategist Ice glasses Software manager (Zucchetti and Smart Touch Menu) Installations and scenography Contact: Giuseppe De Palo - Business Broker E-mail: seveninternational7@gmail.com GSM: +39 348 7001386
  57. 57. Next Exhibitions and format evolution
  58. 58. Next Exhibitions (definition in progress) • TuttoFood FieraMilano e Comune di Milano Milano Food City – Preview Via Dante 14 | 4-11 May • Palazzo Italia - Berlino 2017 (Autumn) - www.palazzo-italia.it • Grand Hotel Dieu - Lione 2018 - www.grand-hotel-dieu.com • HOST 2017 - Temporary Milan 1 October - 31 December Format evolution • Food Format Retail Franchising in the world capitals most important locations
  59. 59. +39 347 2303005 | +44 208 1332893 | paolo@barichella.com Food Lifestyle Srl Food Design, Concept & Strategic Design Consulting

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