This has been an unusual project for me, for an unusual type of client, because it’s been commissioned by a shop and not by an agency or by a photographer.

Nevertheless, it’s been a real joy to work on, as Il Papavero is one of my favourite shops in Milan, a small, old fashioned organic shop opened since the 70’s (!), way before supermarket chains started specialising in biological products and possibly the first one in my city; it’s the local shop where I buy my food, where I can still talk with the owner and ask advice about medical herbs or order special food and plants. Angelo has a huge holistic culture which ranges from biodinamic farming, to healing herbs, to nutrition, and knows all his suppliers in person, to the the point he knows where their chicken live, if they are truly roaming free, how the grains he sells are cultivated and much much more…

The work involved first of all listening carefully to all Angelo’s ideas on how to promote the different products of the shop; we first thought about implementing an e-commerce where he could directly sell online, but we then realised that this was against the spirit of the shop itself, which is truly centered on Slow Living and personal relationships, so we decided to use outsourced stock images which could convey the natural feeling of his products.


Besides finding the right images (sourced mostly from Unsplash, at no cost), I also worked editing the texts, with the idea of preserving the same Slow Living approach and expressing the philosophy behind the shop.

All website was built using Squarespace.

Angelo told me that the same week we put the new site online he started receiving many telephone calls from new clients asking for specific products or informations.

And I realised that working for small realities such as Il Papavero can truly make a difference, and makes me feel like my work is aligned with what I believe in.