MILAN — Storied Milanese pastry shop Marchesi 1824, owned by the Prada Group, has named veteran hospitality executive Ivan Haller as its new chief executive officer.
Haller steps into the role to succeed Andrea Menicatti, whose next professional move could not immediately be learned. The leadership transition comes at a pivotal time for the historic patisserie as its parent company continues to scale the brand’s international footprint and deepen its footprint within the luxury hospitality sector.
The original Marchesi establishment opened its doors two centuries ago at via Santa Maria alla Porta, tucked away just off Corso Magenta in Milan. Over the generations, the pastry shop has evolved from a beloved local landmark into a powerful international brand. Its reach has expanded significantly both within Milan and abroad since the historic business became part of the Prada Group’s prestigious portfolio in March 2014.
Following the acquisition by the Milan-based fashion house, the brand systematically expanded its presence in key luxury shopping destinations. New units were added in Milan’s prestigious Via Monte Napoleone in 2015, followed by a prominent location in 2016 at the landmark Galleria Vittorio Emanuele II shopping arcade. As reported, the patisserie further extended its international reach by landing in London’s Mount Street in 2019. Earlier this year, Marchesi 1824 added a second London unit at Harrods, establishing a refined presence inside the iconic department store’s ground-floor Chocolate Hall.
Haller brings a quarter-century of international experience in the hospitality and food and beverage sectors to the Milan institution. His appointment arrives closely on the heels of the brand’s bicentennial celebrations in 2024, which were marked by the release of an exclusive coffee table book published by Assouline titled “Pasticceria Marchesi: Savoring the Spirit of Milan.”
Before taking the helm at Marchesi 1824, Haller served as president of Nexus Luxury Collection. In that capacity, he oversaw high-profile openings and developments across the group’s high-end properties located in London, New York, St. Andrews in Scotland, and Albany in the Bahamas. Prior to his tenure at Nexus, he held prominent leadership positions at Four Seasons and Aman, where he served as the global head of food and beverage operations and development.
Haller’s extensive background in luxury hospitality confirms the Prada Group’s clear ambition to scale the Marchesi 1824 brand and business globally. The strategic importance of the pastry and café business has only grown stronger in recent times, underscored by the recently unveiled Prada Galleria store concept at the landmark Galleria Vittorio Emanuele II shopping arcade.
While the original pastry shop and confectionary on via Santa Maria alla Porta has carefully maintained all of its original Art Nouveau interiors and neighborhood feel, the Italian luxury group has skillfully amplified the charm of the historic brand for its newer cafes. To achieve this, the company tapped longtime go-to architect Roberto Baciocchi. Baciocchi infused the walls of the modern locations with Prada’s signature eau de nil paint and green floral jacquard silk wallpaper, seamlessly bridging the worlds of high-end fashion and historic pastry-making.
Over its long history, Marchesi 1824’s handmade sweet creations have earned a deeply loyal following among local Milanese residents, while simultaneously attracting an increasingly international customer base of travelers and luxury consumers.
Among the shining stars in the pastry shop’s renowned culinary offerings are the iconic panettone—the traditional, sweet doughy loaf dotted with candied fruit and raisins that first put the patisserie on the map—and its famous Torta Aurora, a delicate vanilla-flavored sponge cake cherished for its simplicity and refined taste.
The storied café, however, is not the Prada Group’s only venture into the broader world of hospitality. In 2023, the luxury group added a new property in Forte dei Marmi, representing a unique case study in the group’s lifestyle projects. The coastal venture artfully blends the heritage and identity of the original Caffè Principe with the distinct aesthetic and culinary traditions of both Marchesi 1824 and the Prada brand.
