THE CHALLENGE

Founded in 1934 as an artisan dairy, Biraghi S.p.A. quickly embraced advanced technology, becoming a modern and innovative company. In 2019, they tasked us with designing and planning the exhibition spaces for their flagship store in Piazza S. Carlo in Turin. The goal was to create a space that would highlight the excellence of the Piedmont region, establish a strong brand position, and convey the three main values of the company: Tradition, Territory, and Passion.

THE EXPERIENCE

The company from Cuneo wanted to engage visitors in a journey of rediscovering the flavours of tradition.

We proposed and created a unique reproduction of a Zoetrope, an ancient optical device invented in 1834 that transforms static images into moving ones. The Biraghi Zoetrope is a perfect synthesis of tradition and technology, showcasing the Biraghini production process from milking to packaging.

The storytelling was designed to unfold along the 11 windows of the store. As visitors moved through, they encountered scrolls depicting the gastronomic paths of the provinces, beautifully illustrated with ink and watercolour by artist Tiziana Colla. To conclude, we highlighted historical documents in the section dedicated to the “Fratelli Paissa” grocery store, which has been offering its products since 1877 and is now part of the new Biraghi San Carlo store.

Through this approach, we were able to transform concepts like history and excellence into a unique experience, elevating the store’s proposal and making it a truly remarkable space.