Product Type
Application Area
Lighting Effect
Product Type
Application Area
Lighting Effect

Prima Cafè


About Project

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.

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  • Year:
  • Client:
    Prima Assicurazioni
  • Architectural project:
    Park Associati
  • Lighting project:
    IN-VISIBLE lab - Silvia Perego
  • Photographer:
    Stefano Anzini Andrea Martiradonna

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