Rosa dell’Angelo are an Italian family company who have been making Proscuitto Di Parma over several generations. Mauro Ziveri, the company owner, approached Conran & Partners in 2003 to develop a scheme for his first Proscuitto Bar in Parma. Here, a minimal and luxurious interior would serve to display Rosa dell’Angelo’s limited but top quality range of foods, including ham, freshly sliced before the customers’ eyes, fresh bread, fruit, cheeses, wines and coffees. The design for the outlet is intended to project a message of quality and tradition, in a contemporary way, to a new market.