First the coffee

During Milano Design City the Prima Café was opened, a new venue commissioned by the management of Prima Assicurazioni

On Corso Garibaldi, the Prima Café is a destination point of Prima Assicurazioni, which has turned to Park Associati for the design of a gathering place that sets out to transmit the “Prima Pensiero,” or the thinking of a tech company founded in 2015, which now has over 800,000 active clients.

Prima Assicurazioni is an atypical company in this sector, whose success is based – as Lorenzo Allegrini, PR Manager of the group, explains – on an ability to create algorithms to offer potential clients the best policy in the shortest possible time span. The key words, then, are speed and quality.

So why open a café to boost the brand identity of Prima Assicurazioni?

The interpretation of the brief and its translation into design have been assigned to Park Associati, the well-known Milanese architecture and interior design firm, with an international portfolio of completed works and 360° expertise, in the design of major headquarters, but also smaller spaces.


The result is Prima Café, a versatile venue that changes its guise three times daily (breakfast, lunch and aperitif), with a light, elegant interior featuring solutions that draw inspiration from the typical styles of the period known as the Italian economic boom.

Michele Rossi (founder and partner of Park Associati) and Davide Viganò (project leader) narrated the reasons behind certain choices.

“The walls are based on works of kinetic art, and change visual perceptions as one moves in the space. The colors are the company’s violet and brass, while the lamps are the most spectacular feature, because they can move and change color, making it possible to shift the mood of Prima Café in the three time slots, adding character and dynamism.”


At the back (the café has an area of 190 m2, though the space seems much larger), there is a DJ booth in perfect 1960s style, offering entertaining visuals and an option for events.

The seats and tables are by Meridiani, the lighting by iGuzzini, and the resin floors have been produced by the Italian affiliate of the multinational IPM.