Presentation of the format of Leggende Italiane

1. Concept design by

2. is a different way to tell the true essence of Made in Italy and Italian lifestyle by highlighting
the common denominator of people and products that made it legendary in the world:
The Passion
è un modo unico per raccontare la vera essenza del Made in Italy e dell'Italian Lifestyle evidenziando il comun denominatore di persone e
prodotti che lo hanno reso leggendario nel mondo:
La Passione

3. Concept Masterplan

4. When excellence makes
history become Legend

5. 6,8 billion of cell phones
in the world

6. Today we can enjoy the
benefits of this advanced
tool…

7. …thanks to the 4
Leggende Italiane of Science
who made it happen
Alessandro Volta:
inventor of the Battery
Antonio Meucci:
inventor of the Telephone
Guglielmo Marconi:
Inventor of the Radio
Pier Giorgio Perotto:
Inventor of the Personal Computer

9. Legendary Italian Elegance
The true Italian Lifestyle is made by
Class, Art, Fashion, Style and Design
never confuse elegance with luxury
Mai confondere l'eleganza con il lusso. Il vero Made in Italy è Buon Gusto, Classe,
Arte, Moda, Stile e Design fatti da Ingegno, Tradizione, Innovazione e Bellezza ma
soprattutto dalla Passione messa da grandi Protagonisti entrati nella leggenda.

11. Prestigious Italian icons and firms in the world

12. Concept Store milestones: A journey in the heart of Italian Lifestyle
“Leggende Italiane” is a concept store model based on the true essence of the Italian lifestyle, achieved through a simple, elegant
and minimal format, transmitted through a design mood; it explains and tells why a small nation like Italy has had for more than
2000 years a leading role in the evolution of human history.
I punti cardine del Concept Store: Un viaggio nel cuore dello stile di vita Italiano
Leggende Italiane è un modello di concept store basato sulla vera essenza dell'Italian Lifestyle, realizzato attraverso un format elegante sobrio e minimal, trasmesso attraverso un mood
di design, spiega e racconta perché una piccola nazione come l’Italia occupi da oltre 2000 anni un ruolo da protagonista nel progresso nella storia dell’umanità.

13. Rose Gold Gessato

14. Lifestyle: Create the sense of belonging by the mood sensations
From consumer goods to durable goods - Food as Trojan horse to retain the audience for living a global experience
“Leggende Italiane” gains loyalty of the public by offering an environment able to provide a sense of belonging to the mood and
philosophy of the concept, starting from Food through restauration (consumer goods)
To complete the experience of the Italian lifestyle, it provides the surrounding conditions, also through show-rooms, to elegantly,
politely and discreetly outline a series of durable goods and services in line with the purchase propensity of the target customer
Lifestyle: Creare il senso di appartenenza tramite sensazioni e stati d’animo
Dai beni di consumo ai durevoli: L'esperienza accumulata nel comparto Food ci ha portati ad individuare ed utilizzare ad arte questo comparto strategico come cavallo di troia per
fidelizzare il pubblico a vivere esperienza trasversale su tutto il sistema made in Italy in un unico spazio.
Leggende Italiane fidelizza gli ospiti offrendo loro un ambiente minimal design coivolgente in grado di trasferire senso di appartenenza al mood e alla filosofia del concept, partendo
dal food attraverso la ristorazione (beni di consumo).
A completamento dell’esperienza di Italian Lifestyle inserisce a contorno in un'area show room in modo elegante educato e discreto una serie di beni durevoli e servizi in linea con la
propensione di acquisto del target cliente attraverso i marchi più prestigiosi del Made in Italy.
Food Innovation
Revolutionary Food Regeneration Procedures
Cooking Show
Staging food preparations
Taste
Hi-quality “Dieta Mediterranea“ gourmet and valued proposal
High profitability
Zero excess of production, Zero swarf, Zero food waste

15. Food Entertainment
Fashion
Design
Food Consumption Food Store
Tourism

16. We create amazing food staging through scientific method
Emotion: is it something unique? Yes
The theater, however, has taught us that, learning to know its secrets, one can control it and play it out
We achieve this through drawing up manuals as if they were theatrical scripts. A spectacular restoration format made by scientific
procedures enabling dishes of low infrastructural impact (no kitchen) and high returns (no waste)
Mettiamo in scena il food in modo suggestivo attraverso il metodo scentifico
L’emozione è qualcosa di unico? Si
Il teatro ci ha però insegnato che, imparando a conoscerne i segreti è possibile controllarla e riprodurla portandola in scena.
Questo noi lo abbiamo fatto realizzando i manuali operativi di ristorazione come se fossero dei copioni teatrali. Basandoci sulla rappresentazione di procedure a vista di Food
Entertainment
Un format di ristorazione spettacolare fatto da procedure scientifiche in grado di proporre preparazioni di basso impatto infrastrutturale (senza cucina) e ad alta redditività (zero scarti).

17. Food
Entertainment
Fashion
History
Lamps
Design
Wine
Food Consumption
Coffee
Gelato Gastronomy
Dieta
Mediterranea
Pizza
Travels
Books
Kitchenware
Motors
Fine Craftsmanship
Art & Craftsman
Food Store
Furniture
Houseware
Tableware
Jewels
Cooking show
Pasta
Chocolate Cocktails
Pastry
Mountain
Wine
Cheese Truffles
Caviar
Tourism
Balsamic
Vinegar
Grocery
Restaurant
Norcineria
EVO
Sea
Accessories
Sportswear
Shoes
DressLeather
Mood Sense of belonging
Italian Lifestyle
Pasta
Culture
Design
Business Mice
Experience
Enogastronomia
Folk Tradition
Shopping
Aromatic herbs
Consumer goods
Durable goods
Perfumery
Glasses

18. quality
Passion
Innovation
Innovazione
Beauty
Bellezza
The common denominator:
Cleverness
Ingegno
Tradition
Tradizione

19. The typical and traditional products and the Italian ingredients that distinguish themselves are
preserved and become legendary
The Italian products of excellence are consacrated by traditions that are preserved
troughout generations

20. Over 70% of world’s food
specialities were invented
by Italians
Over 70% of world’s food
specialities were invented
by Italians

21. Experience: Live continuously stimulous and emotions within the environment
Leggende Italiane puts the focus on great ingredients and food products, not on the chefs.
Food Entertainment is used as attraction to tell the Made in Italy approach, applied to the consumption of food products, and sale of
design, fashion and tourism.
We chose to leave to others the concepts of art made by chefs, instead we prioritize the efforts of Italian major industries, the real
producers of legends like Balsamic Vinegar, Extra Vergin Oil, Salami, Wines, Cheeses, and important national DOP and IGP appreciated
all over the world.
We focus on science and technology that have made the industry Made in Italy prestigious in the world through design.
This is for us the true spirit of the Italian Lifestyle.
Experience: Vivere continui stimoli ed emozioni all’interno dell’ambiente
Leggende Italiane pone il focus sui prodotti non sugli chef.
Il Food Entertainment è usato come come richiamo per veicolare il Made in Italy attraverso somministrazione e vendita di prodotti food, design, moda e turismo.
Abbiamo scelto di lasciare ad altri i concetti di arte fatta da chef per privilegiare gli sforzi di grandi industrie, i veri produttori di leggende come il ABTM, Oli, salumi, formaggi, e le
importanti DOP e IGP nazionali apprezzate in tutto il mondo.
Sempre ad altri lasciamo la ricerca spasmodica di prodotti fatti da contadini intellettuali radical chic proposti con la logica del mercato.
Ci concentriamo su scienza e tecnologia che hanno fatto grande l'industria del Made in Italy nel mondo attraverso il design. Questo è per noi il vero spirito dell'Italian Lifestyle.
Food Legends

22. 1 Pasta + Gastronomy (Risotto, Tortellini, Lasagne, Cannelloni, Pesto)
2 Gelato (Ice Cream Coolella system)
3 Caffetteria (Caffè Espresso, Special Coffee)
4 Pizza (+ Light Bakery, Focaccia, Piadina, Flaky puff pastry)
5 Chocolate and Pastry (Gianduja, Modica, Nutella)
6 Wine e Cocktails
7 Fine Food Specialities (Norcineria, Hams, Salami, Sauces, Cheese,
Truffle, Extra Virgin Oil, Balsamic Vinegar)
8 Italian Lifestyle Store (NFC Show Room Marketplace)

23. Maestro Martino
de' Rossi
Leggenda Italiana del ‘400
fondatore della Cucina Italiana
moderna
Uno tra i primi a fissare tempi e procedure di cottura della pasta
1) Pasta + Gastronomy

25. Bartolomeo Scappi
Leggenda Italiana del ‘500
teorico della Cucina Italiana e
studioso dei maccaroni
1) Pasta + Gastronomy

27. Pellegrino Artusi
Leggenda Italiana del ‘800 che
portò la scienza in cucina
Il primo a creare il manuale della cucina Italiana unita
1) Pasta + Gastronomy

33. Bernardo Buontalenti
Leggenda Italiana
dell’Architettura
Rinascimentale nel 1559
inventa il Gelato
One of the first Food Designer in history
2) Gelato

34. Storiella, Scappatella, Frittella, Ciumachella, Bella, Stella, Monella, Mozzarella, Mortadella,
Caramella, Sfogliatella, Spintarella, Tremarella, Tintarella, Tagliatella, Tortorella, Coccinella,
Pazzerella, Calabresella, Botticella, Campanella, Donzella, Damigella, Pulzella, Cascatella,
Catenella, Cittadella, Fontanella, Fiorella, Crespella, Tigella, Cremella, Fiammella, Finestrella,
Fagianella, Gabriella, Gallinella, Gazzella, Genzianella, Isabella, Gonnella, Marinella, Modella,
Monachella, Pagnottella, Palombella, Pimpinella, Pollastrella, Pioggerella, Pennichella, Pianticella,
Finestrella, Partitella, Riderella, Pulcinella, Raffaella, Nella, Stracciatella, Nutella, Barichella, Lella.
ella
Cool +
Pretty amazing Italian

35. TM
Crema Brinata Smerigliata
The Ultimate Gelato Evolution

40. Angelo Moriondo
Leggenda Italiana che nel
1884 inventa la macchina per
caffè espresso
3) Caffetteria

41. Il Coffee Design Kit
Foto Kit

42. Il Coffee Design Kit
Foto Kit

43. Luigi De Ponti
Leggenda Italiana che nel
1933 inventa la moka per
caffè
3) Caffetteria

44. Alfonso Bialetti
Leggenda Italiana
dell’imprenditoria che nel
1933 produce la moka per
caffè
3) Caffetteria

45. Special Coffee

46. Coffee Design Experience: Il Sistema
Coffee Design Experience è un sistema efficace per creare un nuovo mood di prodotti di
caffetteria basati su ingredienti semplici e ricette rapidissime. Il metodo si concentra
sull’utilizzo di un manuale e strumenti di design ampiamente testati con successo.

51. Raffaele Esposito
Leggenda Italiana che ha dato
origine alla
Pizza Margherita
Nel 1889 in onore della Regina Margherita di Savoia
4) Pizza & Bakery

53. Michele Prochet
Inventore del Giandujotto
Nel 1852 inizia produrre il leggendario cioccolatino con Caffarel
5) Chocolate & Pastry

55. Leonardo da Vinci
Inventore e Leggenda Italiana
della Scienza e dell’Arte
Nel 1498 Ludovico il Moro gli affida una vigna e coltiva vitis vinifera
6) Wine

60. Parmigiano Reggiano
Il leggendario Re dei
Formaggi Italiani
7) Fine Food specialities

61. ABTM Aceto Balsamico Tradizionale di Modena
Design: Giorgetto Giugiaro (1988)

62. Olio Magino Ardesia stone packaging for high quality Taggiasco Oil
Design: Mauro Olivieri
Typical product in native territory matter

63. Terra della Taggiasca Food Design dessert produced by OLIO ROI
Design: Mauro Olivieri

64. Aromatic herbs indoor garden Food Design
Design: Mauro Olivieri

66. Gio Ponti
Leggenda Italiana
Dell’Architettura e del Design
Considered the father of the Italian Design
8) Design, Fashion and Tourism
Show Room

67. Food Entertainment
Fashion
Design
Food Consumption Food Store
Tourism

78. a taste of Italy

79. The format

86. Retail 4.0 system
Partner

87. Amazing Plus of Leggende Italiane:
• Revolutionary 4.0 Retail model
• Wireless Phone Charging and NCF TAG
integrated in the table
• Food Menu NFC/QR Code ordering by Smart
Touch Menu APP with smartphone
• Show Rooming NFC Marketplace (innovative
startup) Zero Warehouse – smartphone instore
ordering - e-commerce home delivery
• Food Entertainment used to call guest attention
• Restaurant used as a Trojan Horse to create
consumer loyalty and sense of belonging for
propose durable goods
• Very Hi-profitable and innovative Business
Model
• Cross Food Regeneration System – Very Low-
impact cooking model
• Minimum investment – Maximum performance
• Chefless Kitchen, elimination of product line –
Zero Food Waste
• Format “Made in Italy” Elegant Mood and
Lifestyle Design based
• IPR e Trade Marks and Patents, Guidelines
manuals and procedures

88. Table incorporate NFC and Wireless Charging

89. Smartphone APP Menu for ordering and purchase

90. The Concept Designer and Curator

91. Paolo Barichella
DESIGN AS A LIFESTYLE
Designing means giving shape to human needs
Paolo Barichella is a consultant and entrepeneur active in the strategic and operative implementation of Food
Design into the corporate business. He is the Food Design theorist in Italy, starting in 2002.
During his career, he has developed successful concepts for several “Food Format Retail” firms; has designed food
products and product lines for the food industry and food consumption; has written articles and books on Food
Design and has presented at numerous international conferences.
He has been lecturer in Food Design at the most important Italian and international universities, participated as a
food designer in the most important world competitions of cooking, pastry and ice cream and he has been
testimonial for several companies, events, television broadcasts and jury awards.
He works as advisor to major clients and industry groups and is also personally involved as investor and
managing director in some innovative food projects.
Founder and Concept Designer of Leggende Italiane

94. Why Leggende Italiane?
After 15 years of several successful projects for various clients in the Food Format Retail sector, Paolo Barichella has decided
to condense all the acquired know-how to create "Leggende Italiane"; the most modern concept for the Food Format Retail
ever made before.
Examples of Food Formats created by Paolo Barichella:
Cioccolati Italiani, PanB, MSC Cruise, Autogrill Bistrot as a Concept Creator or Strategic Managing Director (Advisory &
Consultant)
Investments:
Years of Know-How conferred to the project: 15 (of professional experience)
Hours dedicated to the project: over 1250 (work time dedicated to the Leggende Italiane project since 2015)
Professionals engaged: 127
Travels: over 150
Assets:
EU Trade Marks: 2
EU Patents: 4
ADI Register Depository: 2
WEB Domains: 12
Contract Agreements: 8
Partnerships: 12
Steps and achievements so far:
Prototypes, Tests, R&D, Business Plan, Project presentation, Forecasted accounts, Pitches, Investor memorandum,
Operational manual, Graphics manual, Concept and design manual, Product procedural manual, Agreements.

95. ASSET IPR
- Word Trade Mark Patent - Marchio denominativo registrato:
Leggende Italiane | EUIPO EUTM 015096936 | Coolella | EUIPO EUTM 015775521
Nice classification: 8, 21, 25, 29, 30, 42, 43 | Nice classification: 30
- Registered Design Model:
Capsule| EUIPO DMC 003323609-0001 | EUIPO DMC 002989293-0001
Locarno classification: 09.03, 09.05 | Locarno classification: 09.01, 09.03, 09.05
- ADI Industrial Design Association Legal Deposit:
Cool Eating Experience – Cross Food Regeneration System - Format Design Register - ADI Registro Progetti - prot. n.
3097
Leggende Italiane - Format Design Register - ADI Registro Progetti - prot. n. 3201
- WEB Domains:
www.leggendeitaliane.com | www.leggendeitaliane.it
www.leggendaitaliana.com | www.leggendaitaliana.it | www.leggendaitaliana.net
www.italianlegend.net | www.italianlegends.it | www.italianlegends.net
www.coolella.it | www.coolella.eu | www.coolella.info
- Facebook https://www.facebook.com/leggendeitaliane
- Twitter https://twitter.com/leggendeitalian
- Instagram https://www.instagram.com/leggendeitaliane

96. Milano Food City Preview
4-11 Maggio 2017 - Milano Via Dante 14

97. Main
Partners:
FASHION PRO
Sponsor:
Media
partner:

115. Evento di lancio a Milano Via Dante 14
Team
Paolo Barichella
Mauro Olivieri
Catalina Villa
Lorenzo Guerra
Cinzia Moretti
Massimo Siena
Elia Saramin
Roberto d’Agostino
Giuseppe De Palo
Investimenti e valori:
90.000 Euro complessivi distribuiti in:
Noleggio spazio location | Allestimento, grafiche pannelli e impianti cucina | Comunicazione PR e Ufficio stampa | Security, transport e Services |
Arredi e attrezzature (vendita e noleggio o sponsorizzazione tecnica) | Prodotti food | Gestione operativa e personale
50% a nostro carico 50% tramite partnership and sponsorship
Event partner:
Fieramilano, Comune di Milano, Regione Lombardia, Confcommercio
Concept Designer and curator
Interior Designer
Architect Assistant
Communication Manager
PR and Press Office
Head of Licensing
Head of Fashion
Business Development Manager
Business Brooker
Umberto Chiatto
Claudia Pepe
Marco d’Avanzo
Marco Avella
Grazia Bracco
Manuela Mancino
Mario Montanari
Massimiliano d’Urso
Punto Verticale
Account Manager
Project manager and Controller
Procedures controller
Kitchen Management
Banqueting Manager
F&B Strategist
Ice glasses
Software manager (Zucchetti and Smart Touch Menu)
Installations and scenography
Contact: Giuseppe De Palo - Business
Broker
E-mail: seveninternational7@gmail.com
GSM: +39 348 7001386

116. Next Exhibitions and format evolution

117. Next Exhibitions (definition in progress)
• TuttoFood FieraMilano e Comune di Milano Milano Food City – Preview
Via Dante 14 | 4-11 May
• Palazzo Italia - Berlino 2017 (Autumn) - www.palazzo-italia.it
• Grand Hotel Dieu - Lione 2018 - www.grand-hotel-dieu.com
• HOST 2017 - Temporary Milan 1 October - 31 December
Format evolution
• Food Format Retail Franchising in the world capitals most important locations

118. +39 347 2303005 | +44 208 1332893 | paolo@barichella.com
Food Lifestyle Srl
Food Design, Concept & Strategic Design Consulting