MILAN — Massimo Giorgetti’s fascination with Milan and the world of food and beverage is stronger than ever.
The MSGM founder and creative director has turned collaborations into strategic moments for his brand and has a tradition of releasing one celebrating his adopted city to coincide with the holiday season.
This year is no exception. MSGM has tied up with Trattoria Masuelli, an historic Milan restaurant dating back to 1921 that’s known for its traditional cuisine and old-school interiors, marked by dark boiserie, original ‘20s Thonet seats and dotted with Venini lamps designed by Gio Ponti.
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As a result of the collaboration, a capsule collection of T-shirts and a scarf will honor the art of living “alla Milanese,” or Milanese style, via graphics inspired by the location’s delicatessen.
In the same vein, MSGM has created a special cookbook for a Christmas menu. It showcases a selection of traditional dishes borrowed from Trattoria Masuelli’s menu but here presented with a visual narrative developed under Giorgetti’s art direction.
The project is rounded out with an exclusive edition of the “Piatto del Buon Ricordo” produced by Ceramica Artistica Solimene. This is a ceramic plate designed to be a souvenir of the dining experience at the landmark location, since it’s not intended for sale. The plate will be given to guests attending an exclusive dinner celebrating the tie-up on Monday.
Starting from Tuesday, the capsule collection will be available at the MSGM flagship in Milan and on its e-commerce, with prices ranging from 40 euros for the cookbook to 150 euros for the long-sleeve T-shirt.
Giorgetti, who has always put social gatherings and in-person connections at the core of the MSGM brand, is not new to linking with historic pastry shops and bars in town, as he previously launched projects celebrating the likes of Gattullo, Pasticceria Cucchi, Jamaica and Bar Basso.
Yet the designer is also increasingly paying attention to a new generation of entrepreneurs who are contributing to shape the current food and beverage scene in town.
Earlier this month Giorgetti held an event at the hip bar Ultramarino to launch the limited-edition bottle of Champagne Cohésion, for which he designed an arty label and packaging. Retailing exclusively at the bar at 70 euros, the special edition was available in only 200 bottles.
Ultramarino was one of the four indie hot spots in Milan that Giorgetti already spotlighted last year with the project “I Bar di Quartiere,” or “The Neighborhood’s Bars” in English.
Scattered across different districts and launched by young entrepreneurs focused on sustainable winemaking, the enhancement of the local territory and promotion of artisanal wines, the locations also included Palinurobar, Section80Bar and Minerale, as reported.
