THE CHALLENGE

Born in 1934 as an artisan dairy, thanks to advanced technology, Biraghi S.p.A. has soon grown into a modern and innovative company. In 2019, the brand assigned us the task of creating and designing the experiential journey of its flagship store in Turin's S.Carlo square.  The store offers the possibility to experience the excellence of the Piedmont territory, this generates strong brand positioning and contributes convey all the company's primary values: Tradition, Territory, and Passion. 

THE EXPERIENCE

The Cuneo-based company wanted to take visitors on a journey of rediscovering the flavors of tradition.

We ideated and produced a unique reproduction of a Zootropio, an ancient optical device invented in 1834. The device transformes static elements into moving images. The Biraghi Zootropio is a perfect synthesis of tradition and technology, it tells the story of the whole Biraghini production chain (from milking to packaging).

We applied the concept to 11 showcases, while in the store we re-created the gastronomic routes of the Italian provinces drawn in ink and watercolor, it was realized by the artist Tiziana Colla. To complete the experience, we valorized historical documents in the section celebrating the historical "Fratelli Paissa" grocery store that has now become the new Biraghi San Carlo flagship.

We succeeded in transforming value concepts like history and excellence into an out-of-the-ordinary experience, we have managed to emphasize the proposition of this unique store.