Serviette at 30 Days to Salone

In collaboration with Serviette Magazine and Milan-based design studio Mr. Lawrence, we co-created 30 Days to Salone, a kickoff moment for Milan’s design week Salone del Mobile that set the tone before the city fully came into focus. Serviette is a magazine about food, the people who grow it, the ways we consume it, and how it intersects with culture, science, history, and design. The experience drew directly from Serviette’s upcoming issue, Food Is Vice, translating its editorial themes into a live program. In collaboration with chef Ester Azzola and the team at Food Fellas, we developed three distinct food stations, each rooted in a story from the issue: Berlin Late-Night Kebab, featuring mini kebabs on flatbread inspired by Berlin’s iconic late-night food scene, where the humble döner has fuelled countless all-night rave sessions; The Banquet Garden, a generous spread of seasonal vegetables and dips inspired by the beauty, and hidden excess, of grand banquets and fundraising culture; and Honeyed Indulgence, a trio of honey-led desserts exploring decadence and maximalism through rich, layered, unapologetically indulgent flavours. To bring the experience together, we partnered with Milan-based food stylist and art direction duo Viola Limone, who approached the space through a sculptural lens. Florals and vegetables were treated as materials, layered into installations that blurred the line between food, set design, and art direction. They also created a magazine installation for guests to explore and interact with: an eye-catching tablescape where the issue itself was seamlessly integrated into the setting as a central design element. Copies were folded, layered, and leafed through, woven into sculptural compositions of vegetables, fresh herbs, and seasonal produce. The installations were housed in a neighbouring church basement just off the venue’s outdoor courtyard, formerly a boxing gym for local children. In collaboration with Mr. Lawrence, we reimagined the space through lighting and prop styling, drawing the eye upward to its frescoed ceilings. Vintage gym elements, including a pommel horse and worn boxing gloves, were reintroduced as sculptural accents, grounding the environment in its history while reframing it through a more considered, design-led lens.