M-Cube Magazine

IDENTITA’ GOLOSE MILANO BY M-CUBE: THE FIRST CASE OF DIGITAL ENGAGEMENT IN THE WORLD OF HAUTE CUISINE

The first international gastronomy hub has opened in Milan: Identità Golose Milano, the new location for haute cuisine in the city centre where visitors can taste the flavours of some of the world’s best Michelin-starred chefs accompanied by an M-Cube digital engagement experience that is quite unique in its sector.

So, what is Identità Golose? The international convention that has explored the evolution of haute cuisine and patisserie in Italy and around the world for the past 15 years. Having introduced themselves to the wider public with the Identità Expo temporary restaurant as part of EXPO Milano 2015, the idea, explain founders Paolo Marchi and Claudio Ceroni, was to “create a new stage” that would surpass the achievements of 2015. And so Identità Golose Milano was born, the brand-new international gastronomy hub opened on 20 September in Milan at Via Romagnosi 3, an address that is already known on the Milanese cultural scene as the former home to the Giangiacomo Feltrinelli Foundation.

This incredible new venue will be open every day of the year and represents an important new attraction for the city of Milan. This process obviously required renovation of the whole complex, while respecting the original structure: this is where M-Cube comes in. In close partnership with Samsung, M-Cube was responsible for the entire technological sector, providing the gigantic LED walls and creating the amazing interactive wine-list app, a virtual cellar that presents guests with dozens of bottles of fine wine to consult comfortably by using their phone as a pointer on the LED wall. This digital experience has attracted many guests since opening, showing how digital engagement, even in a luxury culinary context, is a useful, even essential, form of communication for providing a real shopping, or taste, experience!

The Identità Golose concept is highly straightforward. Set menus for both lunch and dinner, with the option of choosing à la carte, composed on the spot by rotating chef guests: the likes of Alessandro Bottura, Antonino Cannavacciuolo, and Carlo Cracco as far as local cuisine is concerned, as well as Annie Feolde, and Sergey and Ivan Berezutskiy to name but a few of the international chefs who will take their turn in the Identità Golose Milano kitchen. As if that wasn’t enough for an unforgettable experience, this is all accompanied by the rotation of high-quality digital content on the majestic Samsung LED wall, the largest ever installed in a luxury restaurant, as well as the experience of choosing the right wine for your dinner with the fun interactive wine-list app created by M-Cube. This case is emblematic of its kind, precisely because it demonstrates the importance of an in-store digital experience structured to accompany the end customer, even in the context of high-end dining.
All that remains is for us to highly recommend a visit to Identità Golose Milano to try a one-of-a-kind experience where the main ingredients are food and… digital engagement!

Andrea Fabbri, M-CUBE

2 November 2018

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