The renovation of Pasticceria Giraudo casts the shop owners’ flair for pastry making in the starring role. Interiors highlight product displays while the new visual identity re-elaborates the language of the fine pastry world, inspired by Mara and Luca’s decorative imagination.
The visual identity gives a new interpretation of the soft and pliable lines so common in fine pastry decorative motifs, leveraging the creative and imaginative nature of the two owners. It adapts to the varied range of communication materials available, from product packaging to the brand identity aspects that are integral to the space.
The store was renovated by pairing new and contemporary furniture pieces with vintage objets trouvés and original accents, such as the flooring. A mix that allows the project to convey the evolution of fine pastry between tradition and modernity.
The interiors are designed to celebrate the variety of sweets and desserts, with the dark hue of the spaces’ shell making displays pop. With a dedicated container for each type of product, the traditional pastry shop counter format is deconstructed, from monolithic volume to elements dispersed throughout the space.
The “Dolci Fantasie” (“Sweet Fantasies”) payoff puts into words the whimsical character of Mara and Luca’s creations, providing further context to the visual choices.
September 2022 – July 2023
30 square metres
Casa delle Lampadine