Iginio Massari lands in Genoa with a temporary store at the Brignole station
Genoa – Iginio Massari, one of the best known pastry chefs in Italy, lands in Genoa. With a post on Facebook he announced the opening of a pop-up store (i.e. a place designed to offer a selection of products for a limited period of time) in piazza Giuseppe Verdi, inside the Brignole railway station.
“We are ready to welcome you to our store every day from 8.00 to 20.00 to accompany you in the discovery of a selection of our products “is the announcement on social media, received in a few hours by almost 2 thousand likes and hundreds of enthusiastic comments.
It is easy to imagine that inside you will find the sweets more suitable for transport such as macarons, biscuits, fruit jellies, pastries and of course – thanks to the approach of Christmas – the famous panettone. After all Massari is considered by many to be the putative father of pandoro and panettone: coach of the Italian team that participated in the Pastticceria World Cup in 1997 and 2015, he is known as a television personality for his participation as judge and regular guest starting from the second edition of “MasterChef Italia”, In conjunction with the pastry test. On the small screen he also appeared as a tutor for the outdoor rehearsals two editions of the program “The greatest pastry chef” and since 2017 he has been the protagonist of the program “Iginio Massari – The Sweetman” broadcast by Sky Uno.
In addition to his historic Pastry Veneto in Brescia, has inaugurated another four, respectively in via Marconi in Milan, in piazza CLN in Turin and in corso Sant’Anastasia in Verona. To these are added the pop-up stores in the railway stations of Rome, Venice, Turin, Naples, Milan, Bologna, Pescara, Bolzano and now Genoa.
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