Primo Posto is a lively Milanese restaurant on the iconic steps of Shin Hing Street, Central. More than a dining destination, it’s a spirited gathering spot where bold flavours, generous hospitality, and Italian romance come together. Rooted in the rich traditions of Milanese cuisine and culture, Primo Posto serves ingredient-driven dishes prepared with heart and authenticity, alongside a curated selection of wines and cocktails. Inspired by Milan, a city of ambition, creativity, and contrasts, Primo Posto is a home for all, where laughter lingers, and every visit feels like a return to something familiar.

“When we design, we often want to preserve the essence of an object—its purpose, its emotional resonance—but we don’t necessarily keep its original form or material.”
In Italy, Pizza is iconic for its experience: communal, customizable, comforting. Instead of dough, we use eggplant as the structural base, Currently in season in Milan, —that changes the form but keeps the function (holding toppings, delivering flavour harmony).
The roast eggplant serves the same role as dough but brings a stronger flavour profile—supporting toppings—while introducing new textures. Just as designers explore different materials, we explore plant-based alternatives.
“Design Week is about questioning assumptions: What if a chair isn’t made of wood? What if a pizza isn’t made of dough? Our dish asks the same question—rethinking the material without losing the meaning.”

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