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18 September 2013

Larte, a showcase in Milan of the Italian lifestyle

Larte is a word that is going to lead the way, because it describes a restaurant that, inaugurated on 16 September, will open in Milan Tuesday, October 1 and which wants to be the treasure chest of the best of Italy . In this new initiative Ferrari is a major player and has a dual role; as a promoter of the initiative, in fact  Matteo Lunelli , president of Ferrari, was president during the founding of the company, and protagonist with its Trentodoc labels.
Larte is a restaurant of over  400 square meters in the heart of Milan’s most exclusive area, Via Manzoni, in a building that was the home of Carlo Emilio Gadda . It will have many faces. In fact, it will be a restaurant, a coffee shop , a chocolate shop , a hosteria (according to the Latin meaning) a gallery and a library. Over all it wants to be the shrine of Italian hospitality and, as such, intends to be present everywhere in the world . One can have lunch and buy the best of what Italy has to offer .
It is natural to want to look at who is behind Larte: it is the inspiration of Altagamma , the foundation that brings together Italian companies of international credit in the high-end market . Among the creators of this initiative there is a group of Altagamma companies including Alessi , Artemide , Caffarel , illy , Santo Versace, and , of course,  Ferrari Winery, joining together to create synergies and compete internationally illustrating with their products the Italian lifestyle . Even the setting will express the best of Italy thanks to the furniture created by great names such as Castiglioni , Depero , Molino , Messina , Pomodoro , Vedova  and Burri. ” An innovative place ,” said Davide Rampello , president and creative director of Larte , ” that wants to become the meeting point and the brand of Italian excellence, helping in its development to present the high quality products of our country.
I like to think about Larte as a theater where the Beauty and the Excellence of Italy will go on stage, the aspects of our country which I like to demonstrate as a type of ambassador when I travel around the world promoting Ferrari as a symbol of the Italian art of living , ” says Matteo Lunelli . ” This is why I believed in the project from the very beginning and I carried it on with passion and enthusiasm. I am convinced that Larte is a unique initiative – especially in a country like ours , which often struggles to make synergies of companies – with a huge potential, thanks to collaboration of so much Italian excellence.”

Ferrari Trento promotes a culture of drinking responsibly which is part of the Italian Art of Living.

It is a culture linked to the ritual nature of food and the celebration of convivial occasions, in which consumption is moderate and informed.

Enter the website only if you share this approach and if you are of the legal age to drink alcohol in your country: a world of excellence awaits you!

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