La Pasta Veloce
“Fresh pasta dishes from the home of slow cooking – served quickly”
In 2015, Sweden's first fast-food pasta restaurant chain, La Pasta Veloce, opened in Scandinavia’s largest shopping mall, the Mall of Scandinavia in Stockholm. La Pasta Veloce serves fresh pasta flavoured with ancient Italian traditions – quickly and with a good bit of humour. Stylt Trampoli has provided the concept, the branding and the interior design.
The idea behind La Pasta Veloce (”the speedy pasta”) came from entrepreneur husband-and-wife team Anton Zangerl and Hanna Frilén, who realised that there was a gap in the Swedish restaurant market: Nobody was offering carefully prepared Italian food – fast.
”We had this idea that we called ”slow food fast” - high-quality food based around fresh, homemade pasta, served in a flash,” explains Anton Zangerl, chef and sommelier with roots in an Austrian hotelier family.
”As parents of small children, we found ourselves wishing for a healthier, more trustworthy alternative to the usual fast food. So we decided to meet that need ourselves,” says Hanna Frilén, who brings years of experience in the food and wine industry to her role as business controller of the new chain.
A clear connection between the brand, the food offering and the restaurant interior was central to the nascent chain's success, and so Stylt Trampoli were brought on board to develop the concept and create a strong, coherent identity and an interior design to match.
”The concept is equally inspired by two different sides of Italy,” says Erik Nissen Johansen, founder and creative director of Stylt Trampoli. ”On the one hand, you have the traditional side, where both cooking and eating – and living - are allowed to take their time, and on the other hand, you have the intensity and fieriness of the Italian temperament.” The concept spans everything from the food and packaging design to the interior design and the brand communication.
In 2016, Pasta Veloce’s second restaurant will open in Malmö in southern Sweden, and more locations are being planned.