Prima Cafè

Prima Café is the new destination point in Corso Garibaldi in Milan, created by Park Associati for Prima Assicurazioni.

The architectural studio has designed a space that is dedicated entirely to free time and emotions and is inspired by the tech company’s values of dynamism and innovation. It is a venue that changes throughout the day, a place in which different activities come together with a rich program of initiatives.

The Park Associati team developed a multi-sensory concept based on the Cafè’s original gastronomic experience in which light indicates different stages in the day. So, in daytime, the space is bright and dynamic, whereas, at night, a light installation offers a club atmosphere.

This recounts the company’s technological character of artificial intelligence and big data analysis through kinetic art that allows a hypnotic sequence of shapes and colours to be created. With a particular focus on detail, a dynamic space has been generated, in which the walls, conceived as three-dimensional surfaces change the perception of the environments according to different points of view and times of the day, thanks to the reflection of natural light. This consists of a pleated belt with a twin finish that surrounds the environment and can provide either a violet glow or a prestigious burnished reflection. In addition to the kinetic wall, the other element that characterises the venue is the lighting system, which is custom-designed by the IN-VISIBLE lab studio. This features a cascade of about 600 transparent and reflective methacrylate tubes, illuminated by RGBW LEDs, specifically made by iGuzzini. The effect is that of a light wave that spreads across the entire venue in a way that is reminiscent of Neon Art. The intensity and colour of the light are altered using a Master Pro DMX control system to provide a rhythm throughout the day in line with the principles of circadian rhythms. The artificial light, in fact, takes into account the human biological cycle to guarantee maximum well-being. Between the tubes that create diffuse lighting, several Palco Low Voltage spotlights have also been installed to provide accent lighting. These spotlights are also special products with a 2700 K LED to recall the white (W) used in the pendant tubes.