MILAN — Storied Milanese pastry shop Marchesi 1824, owned by Prada Group, has named veteran hospitality executive Ivan Haller as its new chief executive officer.
He succeeds Andrea Menicatti, whose next move could not immediately be learned.
The original Marchesi opened two centuries ago at via Santa Maria alla Porta, off Corso Magenta, and has expanded its reach with outposts both in Milan and abroad since it became part of Prada Group’s portfolio in March 2014. From its humble beginnings as a neighborhood confectionery serving traditional sweets to local patrons, the brand has steadily evolved into a global symbol of Milanese culinary heritage and luxury retail synergy under the stewardship of one of Italy’s most prominent fashion houses.
New units were added in Milan’s Via Monte Napoleone in 2015 and at the landmark Galleria Vittorio Emanuele II shopping arcade in 2016. As reported, the patisserie also landed in London’s Mount Street in 2019 and added a second unit in the city at Harrods earlier this year inside the department store’s Chocolate Hall on the ground floor. These strategic international expansions have allowed the brand to bring a quintessential taste of Milan to discerning global consumers, carefully balancing heritage preservation with upscale retail integration.
Haller brings 25 years of international experience in hospitality and food and beverage to the Milan institution, which celebrated its 200th anniversary in 2024 with the Assouline book “Pasticceria Marchesi: Savoring the Spirit of Milan.” The executive was most recently president of Nexus Luxury Collection, overseeing openings and developments across the group’s properties in London, New York, St. Andrews, Scotland, and Albany, Bahamas.
Prior to that he held leadership positions at Four Seasons, as well as Aman where he served as global head of food and beverage operations and development. His extensive background in managing ultra-luxury properties and high-end culinary concepts positions him uniquely to steer Marchesi 1824 through its next phase of domestic and international growth.
Haller’s appointment confirms Prada Group’s ambition to scale the Marchesi 1824 brand and business, whose importance has only grown stronger in light of the recently unveiled Prada Galleria store concept at the landmark Galleria Vittorio Emanuele II shopping arcade. The integration of high fashion and heritage pastry making has become a cornerstone of Prada Group’s retail strategy, creating immersive lifestyle destinations for shoppers who view luxury as an all-encompassing experience.
While the original pastry shop and confectionary kept all of its original Art Nouveau interiors and neighborhood feel, the Italian luxury group amplified the charm of the historic brand for the new cafés it opened, by tapping longtime go-to architect Roberto Baciocchi to slick the walls with Prada’s signature eau de nil paint and green floral jacquard silk wallpaper. This distinct aesthetic creates an immediate visual bridge between the fashion house’s design language and the centuries-old confectionery tradition, offering patrons an atmosphere that feels both deeply rooted in Milanese history and strikingly contemporary.
Marchesi 1824’s handmade sweet creations have gained a loyal following among the Milanese as well as an increasingly international customer base. Every item is crafted with meticulous attention to detail, utilizing premium ingredients and time-honored techniques that have been passed down through generations of master pastry chefs.
The stars in the pastry shop’s offering include the iconic panettone — the sweet doughy loaf dotted with candied fruit and raisins that first put the patisserie on the map — and its famous Torta Aurora vanilla-flavored sponge cake. These signature products remain enduring favorites, sought after during major holiday seasons as well as for daily indulgences, cementing the patisserie’s reputation as a custodian of authentic Milanese confectionery arts.
The storied café is not Prada Group’s only hospitality venture. In 2023 the group added a new property in Forte dei Marmi, a unique case in the group’s hospitality projects as it blends the identity of the original Caffè Principe with the Marchesi 1824 and Prada ones. This multifaceted approach to lifestyle and hospitality underscores Prada Group’s broader vision to engage consumers across multiple touchpoints, merging retail, dining, and cultural appreciation into a cohesive brand universe.
