The new line of premium quality tartallette, cones and nests made by Dèlifrance:  À la Folie.

À la Folie lives between contrast and equilibrium. Between confectionery and art.

To present this new product New Retail Concept has developed a space ad hoc, Dèlifrance's first temporary store at via Statuto 16 in Milan. Open from the 4th of September to the 30th of November. This place wanted to create a new view of confectionery, playing with contrast and equilibrium through the conscient use of ingredients, brush stroke and colors. A place in which art and confectionery meets.  

À la Folie is the concept of a patry shop that becomes into an art gallery dedicated to femininity. On one hand Mihailo Beli Karanovic's art, from this Serbian artist who comes from Brera's Academy. On the other hand, the pastry Chef Alessandro Servida. They had been asked to interpret women giving shape, colour and flavour to 20 femininity adjectives: fragility, boldness, arrangance and sensuality are some caracteristics that have inspired receipts and paints.    

Thought as a multisensorial space, À la Folie represents a new way of making confectionery in which the excelence of the ingredients gets linked to the artistic expression. An artistic expression showed in all its possibilities: inside the store, with the possibility of buying Servida's pastries meanwhile getting lost inside the artistic path suggested by the Serbian artist. Sight and taste get mixed forever to create a whole sensorial experience. 

The contrapositon of the two creative forms - the art and the confectionery - and two personalities - the disruptive style of Karanovic and the armonic elegance of Servida. It is expressed through two colours: black and white. 

During all the opening of the project had taken place show cooking and events with guest of excellence like Gino Fabri, Sonia Peronaci, a Gipsy in the Kitchen (Alice Agnelli) e Marisa Passera. Always managed by NRC.