YEAR: 2017
TYPE OF PROJECT: Retail
NIPS OF MEMORIES
Take away packaging
Eat-in packaging
"I feel something start within me,
something that leaves its resting-place and attempts to rise,
something that has been embedded like an anchor at a great depth;
I do not know yet what it is, but I can feel it mounting slowly;
I can measure the resistance; I can hear the echo
of great spaces traversed...
Suddenly the memory returns.
The taste was that of the little crumb of biscuit
which in Florence, on Sunday after lunch,
while the entire family was sitting around the table,
my grandma used to give me
dipping it first in her own glass of wine.”
- Marcel Proust, À la recherche du temps perdu.
Readjustment in bold
A Fiat 500, vintage suitcases and baskets, childhood scents and family traditions: here it is the new entirely Italian business model conceived to experiment in the English capital city.
This small itinerant shop goes around London offering sweet nibbles made of dry biscuits to dip into a glass of wine. An adjustable "hat" keeps in the shade the wine bottles exhibited on the roof of the car; a table unfolds through the car forward windows, allowing to use the small Fiat interiors as a showcase. When it is time to get back on the road, above the right mirror a bunch of red "grapes" blows in the wind.
A practical and simple design that keeps low the initial costs of the start-up without renouncing to poetry and congeniality. From the materials, through the packaging graphics, up to the shop set up, this project talks about authentic tastes and emotions, like the frugal picnic ones that Italian families used to have around their beautiful 1960' Fiat 500.
