In a recent workshop led by Davide Longoni, one of Italy’s most respected artisan bakers, students from the Master in Food Design at SPD Scuola Politecnica di Design were invited to explore new ways of enhancing the customer experience within contemporary bakery environments.
On-Site Research Across Milan
The project began with an immersive field research phase, as students visited all the Davide Longoni bakery locations across Milan. From the bustling Mercato Centrale to the charming neighborhoods of Porta Romana, Risorgimento, and Magenta, students observed how the brand’s identity is expressed in different contexts. They sampled products, studied spatial layouts, and analyzed customer behavior, using their notebooks to document each step of the journey.
A Brief to Elevate the Everyday
Students were asked to analyze and improve the customer journey within the bakery spaces while preserving the values and identity of Davide Longoni’s brand. The challenge included examining product presentation, store atmosphere, and service dynamics, all with the goal of identifying realistic and impactful areas of enhancement. Whether focusing on a single location or developing a scalable strategy for all shops, students were expected to maintain a strong link to the artisan roots and cultural sensibility of the bakery.
Focus Areas for Design Intervention
The workshop focused on three main areas. The first was product display, especially regarding the visibility and storytelling around non-bread items. The second was the consumption experience, prompting students to imagine new interactions with service objects or propose innovative product formats, from universal concepts to hyperlocal interpretations. The third area centered on store layout and atmosphere, where proposals aimed to enhance both the functional flow and the emotional tone of each location.
A Balance Between Innovation and Identity
Respecting the brand’s essence was a core part of the brief. Students were encouraged to propose creative but coherent ideas, avoiding radical shifts that could undermine the authenticity of the experience. At the same time, they were expected to bring a fresh, international point of view, contributing research-driven, context-aware, and forward-thinking insights to the table
A Real-World Collaboration for Future Designers
This workshop with Davide Longoni offered students a valuable opportunity to work closely with a real brand embedded in Milan’s urban fabric. They explored how food design can shape not just products but also spaces, interactions, and rituals, and how small details can transform the way people connect with their local bakery. The results highlighted the power of design to enhance daily experiences, bridging tradition with new possibilities.