Starting point
Barilla launches Alixir, the new product line dedicated to people's psychological and physical well-being.
Business challenge
Strengthen the credibility of the new product, creating brand awareness.
In collaboration with a pool of professionals, Aspen sets up ‘Alixir Food Lounge’, the first temporary about nutrition. In Milan and Rome, Alixir's temporary shop becomes an emotional oasis in which to live the exclusive 'Next Food Experience'. It’s technological space for discovering your best nutrition program: a sound tunnel reveals secrets for achieving psychophysical well-being; holographic panels provide information on nutrition; touch stations let you test your nutritional style; a food area, where Academia Barilla chefs prepare ad hoc menus with Alixir products; an innovative area devoted to the shop.