EDIT
Strategy
Architecture
Interior
Identity
Communication
Concept
An acronym for “Eat Drink Innovate Together”, EDIT is an original concept lamatilde has brought to the food and beverage field, in collaboration with business accelerator The Doers. It is a unique example, on international level, of contamination between American culinary incubators, Italian cuisine’s love for innovation and craft breweries’ experimental potential.
Within its 2,400 square meters (almost 26,000 square feet), EDIT includes a bakery, a pub, a brewery, a cocktail bar, a restaurant and a kitchen area: a mix that contributes to a dynamic and flexible space, able to cater to both professionals – who can rent the equipment they need – and end clients, with a complete “menu” of options for entertainment.
Strategy
Architecture
Interior
Identity
Communication
Development
The architectural project strived to respect the industrial legacy of the building where Edit is located, while developing areas that could be different but not separate, where people could live and share always new experiences.
While EDIT’s industrial vibe resonates in its brutalist finishes, its conceptual nature emerges in the many ways sharing is highlighted, based on a design approach that has turned the idea of openness into a powerful synthesis of a new producer-consumer relationship. Hence, surface geometries are organized into actual islands, which can be used exclusively or shared with others.
Finally, EDIT’s visual identity was designed to define and strengthen the “kit for experiences” concept, with a visual itinerary featuring a distinctive cloud of symbolic objects, expressing the venue’s varied and unique nature.
CREDITS
LEAD TIME
October 2015 – November 2017
SURFACE
2400 square metres
CONCEPT AND INTERIOR DESIGN
lamatilde
ARCHITECTURAL DESIGN
Studio Amirante
Studio Cattaneo
CONSTRUCTION SUPERVISION
lamatilde
IDENTITY AND COMMUNICATION
DESIGN
lamatilde
PHOTOGRAPHY
PEPE fotografia
INSTALLATIONS AND ART
Emanuele Lomello
Light Solutions
ILLUSTRATIONS
tuta
VIDEO
Andrea Silvestro
Francesco Ghisi
SOUND DESIGN
Francesco Fantini
Daniele Mana
ARTISANS
Labanto, Elio Gallo, Impresa DF, Tappezzeria Reviglio, Trabaco, BT Saldature, Carpenteria Manzi, ROI Graniti, Gianluca Tolin, Paolo Valentino Monaco, Neon Floris, Massimo Bucchi, Chen Li, Livio Osella
STRUCTURAL PROJECT
Studio di Progettazione – Ing. Alessandro Ferro
SYSTEMS PROJECT
Studio HTC
CONSTRUCTION COMPANY
Co.ge.fa
ELECTRICAL SYSTEM
Imp Electric
MECHANICAL SYSTEM
Pussetto e Pollano
AUDIOVISUAL SYSTEM
Abacus
ANTI-INTRUSION SYSTEM
GM
HOME AUTOMATION
Enerbrain
DOORS AND WINDOWS
Pedro
SETUP
Fama Group
EQUIPMENT
Grandimpianti Ali (kitchens)
Simatec (brewery)
LIGHTING
Elettrogruppo Zerouno