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Prima Café
Stefano Anzini Andrea Martiradonna
Product Spec Sheet

ElementBrandProduct Name
Resin FlooringIPM Italia
Soft SeatingMeridiani
MillworkAV arreda Srl
Kitchen and Bar EquipmentForcatering srl
Soft SeatingVerpan

Product Spec Sheet
Resin Flooring
Soft Seating
Kitchen and Bar Equipment
Soft Seating
by Verpan

Prima Café

Park Associati as Architects

Park Associati creates the concept for an original hybrid space in the heart of Milan for the tech company Prima.it.


Designed to accompany the life of customers and the neighbourhood from morning till night, Prima Café is not meant to be a showcase of the client's main activity in the insurance field, rather a place encapsulating different functions, from actualcafé, to bistro, from restaurant to cocktail bar.


But the requirement that needed to be fulfilled did not just relate to food consumption or entertainment. Increasingly, private life, social life and work converge on a single container; venues are thereforeconforming to this trend by becoming extensions of private homes and offices, with an added component of relational exchange.


Park Associati's interior design of the approximately 200-square-metre premises creates an informal, flexible technological environment. Inspired by the art and flamboyance that characterise the great events of rock music, the environment’s colour and light change following the rhythm of day and evening hours. A single large space illuminated by floor-to-ceiling windows facing the street and the square opposite the entrance, accommodates a bar and a restaurant. Conceived as three-dimensional spaces, all the walls feature a double finish pleated ribbon of kinetic art inspiration composed of juxtaposed triangular-section prismatic panels in recurring variations of shading ranging from purple to a precious burnished mirror effect.


The resin floor's broken-line design creates backgrounds that are treated with two different surface finishes. The resin's blue colour thus takes on effects ranging from glossy to opaque, alternated  with the glittering line of the brass profile.


Perhaps the most distinctive feature of this space, the lighting project is also designed to create different atmospheres according to the hours of the day. A highly technological lighting system comprising 600 transparent reflective tubes lit by LED projectors creates a spectacular light wave on the premises' entire ceiling that is reminiscent of Neon Art works and the stage set of some historic rock concerts. The intensity and colour of the light are programmed to change over time: clear and discreet during the day, warm and intense in the evening, they follow the principles of the circadian rhythm, the light reflecting the human biological clock to ensure maximum well-being.


The cool blue and purple shades interact perfectly with the raw iron tables and the bronze finishes of the room, which features a comfortable decor with furnishings of different shapes and size of a vaguely vintage character.


Prima Cafè is also designed as a place where private events can be organised and where people can stop and work between appointments. Focusing on the fluid identity that accompanies the premises' metamorphoses, the interior design creates a hybrid environment where the function-aesthetics combination is overturned.

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Prima Cafè

iGuzzini as Lighting
Prima Café is the new destination point in Corso Garibaldi in Milan, created by Park Associati for Prima Assicurazioni.

The architectural studio has designed a space that is dedicated entirely to free time and emotions and is inspired by the tech company’s values of dynamism and innovation. It is a venue that changes throughout the day, a place in which different activities come together with a rich program of initiatives.

The Park Associati team developed a multi-sensory concept based on the Cafè’s original gastronomic experience in which light indicates different stages in the day. So, in daytime, the space is bright and dynamic, whereas, at night, a light installation offers a club atmosphere.

This recounts the company’s technological character of artificial intelligence and big data analysis through kinetic art that allows a hypnotic sequence of shapes and colours to be created. With a particular focus on detail, a dynamic space has been generated, in which the walls, conceived as three-dimensional surfaces change the perception of the environments according to different points of view and times of the day, thanks to the reflection of natural light. This consists of a pleated belt with a twin finish that surrounds the environment and can provide either a violet glow or a prestigious burnished reflection. In addition to the kinetic wall, the other element that characterises the venue is the lighting system, which is custom-designed by the IN-VISIBLE lab studio. This features a cascade of about 600 transparent and reflective methacrylate tubes, illuminated by RGBW LEDs, specifically made by iGuzzini. The effect is that of a light wave that spreads across the entire venue in a way that is reminiscent of Neon Art. The intensity and colour of the light are altered using a Master Pro DMX control system to provide a rhythm throughout the day in line with the principles of circadian rhythms. The artificial light, in fact, takes into account the human biological cycle to guarantee maximum well-being. Between the tubes that create diffuse lighting, several Palco Low Voltage spotlights have also been installed to provide accent lighting. These spotlights are also special products with a 2700 K LED to recall the white (W) used in the pendant tubes.
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Project Credits
Davis House
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Davis House

Private Houses
Darlinghurst NSW, Australia - Build completed in 1997
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