Finalist Awards 24
Brand > Naëve, the new pastry shop inaugurated in Via della Moscova, 51, Milan, designed by STUDIOCARTA, revolutionizes the sweet experience with a delicate and fascinating aesthetic proposal with an international scope and with the introduction of a fascinating narrative chapter that blends art, history and flavors from around the world. At the center of this culinary and sensory adventure is Miss Evelyn, a fictional character and alter ego of the creators of the confectionery, a pair of pianists who have lived on 3 continents and traveled and played all over the world.
Evelyn, the icon of good taste. Evelyn, born in Abu Dhabi and growing up between the Middle East, Asia and Europe, embodies a unique cultural blend. A writer and adventurer, her elegant and charming figure reflects her passion for cooking, art, and travel between Flemish Renaissance painting and the rituals of Japanese Kaiseki cuisine.
Project > Entirely designed by STUDIOCARTA, the pastry shop tells Evelyn’s story through color contrasts and lightness. The former recounts her travels around the world in search of her roots, the latter speaks of her and her carefree naïveté. The venue features a light, minimal and soft design that reflects the timeless elegance of the imaginary hostess. In the neutral container of the elongated space floats the pink counter-cloud underscored by the milled curtain of the scenic backdrop of the back counter, on the other side the dark gutter reminds of tradition and envelops customers in the consumption of sweets.
