During Milan Fashion Week, we had the pleasure of accompanying the launch of the world’s first Vespa Concept Store – VESPA THE EMPTY SPACE.
In the heart of Milan, at Via Broletto 13, an experiential space comes to life, where Vespa’s heritage meets a contemporary vision defined by design, lightness and innovation.

For the occasion, we designed a culinary journey that retraces the most significant eras in the brand’s history, transforming them into experiences of taste.
From the 1940s, the birth, represented by a cube of bruschetta evoking the simplicity of Italy’s origins, to the 1950s, the Italian boom, with a margherita tartlet made with buffalo cream mozzarella and tomato shortcrust pastry.
The 1960s/70s, La Dolce Vita, take shape in a parmesan shell filled with prosciutto crudo and robiola; the 1980s/90s, the taste of novelty, in a carbonara served in a pecorino wafer.
Moving to the 2000s, internationalization, with a mini burger of prosciutto crudo, burrata, and Genoese pesto, concluding with the future, symbolizing modernity and lightness, in a vegan roll with crunchy vegetables and chia seeds.

Every detail was carefully curated: from custom-designed trays, created in a shape specifically meant to evoke movement and the journey and rendered in the store’s color palette, to the personalized ice cubes featured in our drinks. The drink list was also conceived as an exclusive collection, with three signature cocktails – 50 Special, Americano Contemporaneo  and Primavera – designed to express the brand’s essence through taste, style and identity.

Completing the experience, a contemporary DJ set, our team’s custom-designed uniforms, and a vibrant atmosphere transformed the event into a true sensory journey, where fashion, design and taste merged into a single vision.