Barrilla’s new Basil Bar in Milan.
Credit: Federica Podio
Pesto is one of the best marvels of Italian cuisine. Who, from those who love the green sauce, can deny that apart from smothering on their pasta hasn’t at least once eaten it off bread, or even directly from a spoon?
Well, Italian food giant Barilla has launched a unique culinary experience in the centre of Milan with the opening of ‘Basil Bar by Pesto Barilla’, a temporary bistro dedicated only to the delicious flavours of basil.
Running until June 15, 2025, at Casa degli Artisti in the Brera district, the fully immersive pop-up all about basil invites visitors to explore the indulgence of Barilla’s pesto range through a series of gastronomic and artistic experiences.
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The Basil Bar is part of Barilla’s new campaign to redefine indulgence as a guilt-free, conscious pleasure, as highlighted by a recent AstraRicerche survey commissioned by Barilla. The study reveals that for 46.2 per cent of Italians, indulgence means satisfaction and fulfilment, while 41.8 per cent associate it with feelings of lightness and freedom, and 38.7 per cent view it as a moment of well-being, an exceptional break from routine. Pesto Barilla has embraced this philosophy of its customers, encouraging guests to savour its creamy, irresistible pestos in a setting that engages all five senses.
Open to the public with reservations, the bistro operates from 12pm to 10pm Tuesday until Thursday, with extended hours on Fridays and weekends. Visitors can take part in masterclasses led by renowned chef Lorenzo Cogo, who has created two exclusive dishes to showcase Barilla’s Pesto range. The experience goes way beyond food, offering workshops, coffee and snack breaks, and convivial moments for aperitifs and dinners in the most Milano way.
The venue also features a mural titled Ninfea by Roman artists Solo&Diamond, selected through a call for artists in collaboration with curator Chris Gangitano, adding an artistic dimension to the event.
Barilla’s Basil Bar transforms the simple act of enjoying pesto into a celebration of creativity and basil and declares that there is nothing wrong with conscious indulgence.