
Designed to accompany the life of customers and the neighbourhood from morning till night, Prima Café is not meant to be a showcase of the client’s main activity in the insurance field, rather a place encapsulating different functions, from actualcafé, to bistro, from restaurant to cocktail bar. But the requirement that needed to be fulfilled did not just relate to food consumption or entertainment. Increasingly, private life, social life and work converge on a single container; venues are thereforeconforming to this trend by becoming extensions of private homes and offices, with an added component of relational exchange.
INFO
Location
Corso Garibaldi 73, Milano
Client
Prima Assicurazioni
Project: 2019
Realization: 2019 – 2020
Area
190sqm Selling area, 140sqm Back of house
Professional service
Concept
Interior Design
Construction Drawings
Tender
Site and Artistic supervision
Design team
Filippo Pagliani, Michele Rossi
Davide Viganò (Project Leader)
Elena Ghetti, Federica Cocco, Irene Seracca Guerrieri, Alice Cuteri, Enrico Sterle, Stefano Venegoni (Rendering)
Consultants
SafetyCoordination
Fa.Ma. Ingegneria Srl, Milano
Structural Design
Fa.Ma. Ingegneria Srl, Milano
Mechanical and Electrical Design
Fa.Ma. Ingegneria Srl, Milano
Light Design
IN-VISIBLE lab, Sesto Calende (VA)
Suppliers
General Contractor
WAY Spa, Rho (MI)
Civil work contractor
Conti e Conti Srl, Lentate sul Seveso (MB)
Glazing
Vetreria BusnelliSrl, Lissone (MB)
Millwork
AV Arreda Srl, Trezzo sull’Adda (MI)
Soft Seating
Meridiani Srl, Misinto (MB)
Verpan, Horsens (The Netherlands)
Couches and Armchairs
Verpan, Horsens (The Netherlands)
Kitchen and Bar Equipment
Forcateringsrl, Milano
Resin Flooring
IPM Italian Srl, Sulbiate (MB)
Lighting
IGuzzini, Recanati (MC)
Audio
Light Video Sound Srl, Rho (MI)
Photos
Andrea Martiradonna
Video Editing
Federica Cocco
06/2020
La Repubblica
Touch Point
07/2020
Area
Luce
Archello
Archiportale
Adnkronos
Pambianco
Touchpoint page 16
ViviMilano
ViviMilano (Isola-Garibaldi)
Globe Styles
Yahoo Notizie
Affari Italiani
Padova News
Ad-Italia
09/2020
Interni
10/2020
Vanity Fair
Coqtail Milano
IFDM
Elle Decor
Milanodabere
Contract Network

Prima Cafè_Work in progress
The interior design of the approximately 200-square-metre premises creates an informal, flexible technological environment. Inspired by the art and flamboyance that characterise the great events of rock music, the environment’s colour and light change following the rhythm of day and evening hours.
A single large space illuminated by floor-to-ceiling windows facing the street and the square opposite the entrance, accommodates a bar and a restaurant. Conceived as three-dimensional spaces, all the walls feature a double finish pleated ribbon of kinetic art inspiration composed of juxtaposed triangular-section prismatic panels in recurring variations of shading ranging from purple to a precious burnished mirror effect.
The lighting project is also designed to create different atmospheres according to the hours of the day. A highly technological lighting system comprising 600 transparent reflective tubes lit by LED projectors creates a spectacular light wave on the premises’ entire ceiling.The intensity and colour of the light are programmed to change over time: clear and discreet during the day, warm and intense in the evening, they follow the principles of the circadian rhythm, the light reflecting the human biological clock to ensure maximum well-being.

The cool blue and purple shades interact perfectly with the raw iron tables and the bronze finishes of the room, which features a comfortable decor with furnishings of different shapes and size of a vaguely vintage character.

Prima Cafè is also designed as a place where private events can be organised and where people can stop and work between appointments. Focusing on the fluid identity that accompanies the premises’ metamorphoses, the interior design creates a hybrid environment where the function-aesthetics combination is overturned.
