SPD had started a collaboration with Davide Longoni to reimagine the bakery experience, aiming to explore how design could enhance the connection between people and bread in those iconic spaces.
Davide Longoni is a renowned name in Milan’s rich bread-making tradition. With a deep connection to the city’s culinary heritage, the brand is celebrated for its exceptional artisan breads and its innovative approach to both product and design. Longoni is not just about bread, it’s about creating experiences that bring people together, making it a key player in Milan’s vibrant food culture.
Rethinking the Bakery Experience
This exciting partnership focused on rethinking the bakery experience, exploring how design could transform traditional spaces while maintaining their essence. Students had the chance to work hands-on with the brand, analyzing its current stores and developing creative solutions to elevate the customer experience.
A Deep Dive into Bread Culture and Design
The students learned about Longoni’s history, its relationship with design, and the growing importance of bakeries as social spaces. The experience included practical bread-making sessions, visits to some of Milan’s most innovative bakeries, and a chance to observe the intersection of food, design, and space.
In addition to that, illustrator and art director Gianluca Cannizzo, founder of the MYPOSTERSUCKS project, took part in the workshop alongside the students of the Master in Food Design. A multidisciplinary Italian creative, Cannizzo specializes in art direction, graphic design, and illustration. Around twenty years ago, he discovered his passion for poster design, a medium he sees as a perfect synthesis of expression and communication. During the workshop, he shared his graphic and conceptual approach, guiding a reflection on the visual identity of bread and the spaces that tell its story.
An Opportunity for SPD’s Master in Food Design Students
This collaboration represents a unique opportunity for students in SPD’s Master in Food Design to engage directly with a brand that blends tradition with innovation. The project allows students to not only explore Milan’s food culture but also tackle real-world design challenges, working closely with experts like Davide Longoni and Astrid Luglio. The chance to reshape the identity of a landmark brand like Longoni is a valuable step forward for any designer, providing insights into the powerful role of design in shaping consumer experiences.
Their final proposals, which will be presented in July, will aim to strengthen Longoni’s brand identity, showcasing how design can evolve traditional spaces while preserving their core essence
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