MILAN (Reuters) – Italy’s prime pastry chef, Iginio Massari, is banking on his newest patisserie to set a brand new pattern, opening a store filled with candy delights inside a department of the nation’s greatest lender.
Massari, whose treats have been served to film stars and politicians, has teamed up with Intesa Sanpaolo so as to add taste and life to the gray expertise of visiting a financial institution.
Steps from Milan’s Duomo Cathedral, delicate pastries, wealthy fruit tarts and multi-colored pates de fruits sweets sit aspect by aspect with counters and money machines.
“A financial institution with desserts!” Massari instructed Reuters. “It’s fairly a problem, but it surely’s additionally a report as I’m the primary pastry chef to open in a financial institution.”
Italian lenders are slicing 1000’s of jobs and shutting branches, however people who survive are being redesigned to attraction to clientele from a brand new technology.
“Having a patisserie in a financial institution is a good concept, it provides you a great cause to go the financial institution,” mentioned Milan resident Alfredo Gentili.
Intesa Sanpaolo’s partnership with Massari is a part of a 500-million-euro push to show its branches into modern-day piazzas.
Andrea Lecce, Intesa Sanpaolo’s head of selling, mentioned the intention was to welcome clients to a “homely and easy” area.
“Sweets and pastries are a part of the world of desires,” Lecce mentioned. “They evoke moments of pleasure and celebration, and we imagine that we contribute to creating them too — with residence mortgages and scholar loans.”
The pastry store is Massari’s second, after his outlet within the northern metropolis of Brescia that has served delicacies since 1971.
Massari mentioned he had been contemplating opening in Milan for a very long time, and was lastly satisfied by this concept which he described as “distinctive”.
Reporting by Giulia Segreti and Ilaria Polleschi in Milan; Modifying by Edmund Blair