New Mutti Headquarters
The starting point of our proposal is the special qualities of Mutti - borough scale, the historical identity as a Parma family business, and the current functioning production facilities. We consider the new Mutti as the one supplement that can strengthen the factory’s existing resources and identity.
- A positive presence in the community
- Connecting new and old structures in a sustainable way
- A sustainable plan for growth
A robust masterplan
What is needed is a strong structure and a strategy that understands, acknowledges and relate to the history, dynamics and scale of the Factory. We believe that a successful planning of Mutti requires an evolutionary approach to urban development. Every component in the coming development should understand the factory, its spirit, resources, life and people - both physically, spatially and economically. Behind the concept, lies 4 visions that together creates the foundation for the Nord proposal for a new Mutti.
What lies behind a certain product, has a lot to say when consumers pick from a variety of similar looking products on the shelf at their grocery shop or supermarket. It’s the story behind they buy. This story is told on many platforms, marketing, advertising, events, fairs etc. Most importantly though, is meeting people and being able to communicate this story directly. This is why we propose to open Mutti envisioned in Mutti Lab – a multifunctional building that invites people in to experience all Mutti.
Context and scale
The small village of Lovetta and other villages in the area has grown together with Mutti throughout the history of the Mutti factory. They are an intricate/interlaced part of one another. We wish to build on this relation and bring the scale of the Mutti factory back the scale of the community.
By enclosing the hard-core production factory in a band/brim of interconnected smaller buildings and squares, the big-scale of the production plant gets broken down. This together with strategically planting vegetation along the site perimeter, we thereby enclose Mutti and its production facilities to keep the secret inside.