Panino Giusto
Experiential branding
Can a brand shape urban culture?
It’s a historic name, but also a city archetype: the symbol of a cultural and social transformation that began with a simple, revolutionary dish. Panino Giusto is Milan.
Blossom made this deep connection visible, starting with the new setup for the first store: a place that, beyond basic commercial function, expresses the cultural and innovative impact Panino Giusto has had on the city.
Value takes shape: the Garibaldi store
After engaging the company’s key figures in a structured phase of listening, analysis, and discussion, we identified challenges and opportunities for the brand. From there, we outlined the approach for the installation dedicated to the recognition of the Corso Garibaldi store as a historic bottega: the first Panino Giusto, the ideal place to launch a new narrative.
The new setup is a true narrative journey. A physical and digital museum-like experience, where every wall becomes a mosaic of stories to discover: the invention of the panino, the origins of Panino Giusto, its connection to Milan, and the culture of the iconic paninari. Multiple experiential formats intersect: from framed images to a dedicated landing page, all the way to the pages of the “Corriere del Panino”—a custom-designed newspaper created to explore the full narrative.
An imaginative world that, thanks also to generative AI, has become visible and recognizable, bringing to life atmospheres and characters that once existed only in words or memories.
