Milan bakery creates panettoni with free book on Raphael and museum admissions

An interesting initiative to promote art and culture: this is the one that the historic Milanese pastry shop Giovanni Cova & C. has devised together with the Pinacoteca Ambrosiana in Milan and the Pinacoteca di Brera to celebrate the fifth centenary of the death of Raffaello Sanzio (Urbino, 1483 - Rome, 1520). The first element is. visual: two of the painter’s most important masterpieces will be reproduced on the panettone wrappers produced by Giovanni Cova & C., namely The School of Athens, of which the Pinacoteca Ambrosiana preserves the cartoon, and The Marriage of the Virgin preserved at the Pinacoteca di Brera. More in detail, the fresco of the Stanza della Segnatura will decorate the package of the “Gran nocciolato” panettone with hazelnut grains, while that the “classic” panettone, the Milanese Christmas cake par excellence (Giovanni Cova & C.’s was awarded the Three Star Superior Taste Award by the International Taste and Quality Institute in Brussels) will instead be decorated with a Braidense theme.

But that’s not all: each package will in fact include a free book on the two works edited by the two museums, and six discount coupons worth 30 euros complssive, which can be used for admission to the Pinacoteca Ambrosiana and Pinacoteca di Brera exhibitions, from December 2020 to June 2021.

“For some years now,” says Andrea Muzzi, CEO of Giovanni Cova & C., “we have been on a path to enhance the Italian artistic heritage, especially related to Milanese excellence because each of our products excites and we want to continue to generate these feelings both in taste and in the purchase of one of our products. The pandemic has disrupted our lives, our schedules,” he continues, "we can still regain possession of the pleasures of life and think about how to enhance Italian excellence and talent through the art of pastry making, even in this difficult historical moment.

“Since 1609, the Veneranda Biblioteca Ambrosiana, built by Federico Borromeo in the geometric center of the city of Milan,” emphasizes Marco Ballarini, prefect of the Ambrosiana, “has been a point of reference for all those in search of the True and the Beautiful. Its prestigious collections of precious manuscripts and extremely rare printed books and its picture gallery-the oldest museum in Milan! Not only a place of study and museum, the Ambrosiana has always been a place for meeting, discussion and collaboration with the cultural, institutional and entrepreneurial realities̀ that make up the excellence of our city.”

“For the second year in a row,” Ballarini continues, “the Ambrosiana is pleased to collaborate with Giovanni Cova & C., whose brand name is for everyone an immediate reminder of a confectionary product of high pastry and rigorous Milanese tradition, such as Panettone. The Ambrosiana is, moreover, pleased to participate in this initiative with another prestigious Milanese institution, the Pinacoteca di Brera, custodian of a precious table by the Master of Urbino. With innovative modalities̀, once again art, culture and tradition, in their many and varied forms,find a way to tell each other, narrating together the wonders that Milan can offer.”

Milan bakery creates panettoni with free book on Raphael and museum admissions

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