No one questions how convulsive and delicate the pandemic and lockdown have been. But it has also been an opportunity to practice forgotten hobbies and promote new links through social networks. This is what happened to Alessandra Mion with the first lockdown in Italy. This professional in the publishing world and organizer of events around the Knam brand, who is also the wife of the popular Milan-based pastry chef Ernst Knam, rediscovers homemade pastries with her husband, a way to relieve the anxiety and worry about everything that was happening. Little by little this rediscovery, accompanied by the best master of ceremonies possible, becomes a passion that allows her to connect with many people who observe in her a sweet, familiar, and accessible universe.
It is the beginning of Frau Knam, a single-theme establishment that opened in 2021 in Milan and is run by Alessandra Mion, highlighting a wide assortment of “bignè”, that is, choux pastry and bonbons. They are small snacks and impulse products such as jams, chocolate bars, and dragees, which are completed with a tartlet, or “frolla” in a larger format that changes weekly. The boutique is located just opposite the Ernst Knam patisserie and her wish, far from competing, is to complement her husband’s offer with this range of specialized products that bear her particular stamp. She gives us more details below.
“Thanks to my publishing training, I have perfected a curated look based on the excellence of Italian design”
How was the project conceived?
The whole project is an initiative that I have promoted with the support of Matteo Bruschi, a young designer based in Milan. He gave it the aesthetic shape that I was looking for and coordinated the assembly stages in which the furniture and distribution elements become extremely functional. Thanks to my professional training at the prestigious Skira publishing house in Milan, I have perfected over time a curated look based on the excellence of Italian design.
What spaces does it consist of
Upon entering the shop, you are welcomed by an intimate and familiar atmosphere, where pastry products stand out, as if it were a jewelry store. Isa’s Pentagram series showcases play a key role. The refrigerated display cases were designed by Antonio Citterio, a master of Italian design, and the glass elements are signed by the artist Carlo Moretti, which reminds me of my childhood when I went to visit the historic Murano glass factories. The furniture is completed with the outer coating of the worktop from the Mineral series and the puzzle motifs on the wall, both signed by Marazzi. The result is an intimate and extremely refined place that fully reflects my idea of a shop. The neutral colors of oak and natural beech wood dominate, reminiscent of the warm tones of shortcrust pastry and choux pastry.
“Frau Knam is Alessandra with her own vision of her work, she is the figure who is next to Ernst, and who gives me my identity within the company “
Why Frau Knam?
The idea for the name “Frau Knam” comes from me; The German word “Frau” means “Lady” and communicates austerity and at the same time femininity. It has a hard sound, with some force. Every time it’s uttered, I always get a smile because it reminds me of Miss Rottenmaier. But that’s how I am, rational, organized, and precise. Frau Knam is Alessandra with her own vision of her work, she is the figure who is next to Ernst, and who gives me my identity within the company.
What is the spirit of the offer?
The entire proposal is served in a contemporary shop, in a certain sense it conveys the “Pink side of chocolate”. It is based on prêt-à-porter and for those who have little time available but at the same time want to pamper themselves.
“The entire proposal is served in a contemporary shop, in a certain sense it conveys the “Pink side of chocolate”