Paolo Brunelli represents authentic Italian excellence in the contemporary gastronomic scene. A master gelato maker, chocolatier, pastry chef, and tireless experimenter, he has redefined the boundaries of artisanal gelato, transforming it into a creative language and elevating taste to an art form.
Cover photo: Giancarlo Bononi
His resume is a testament to his talent and accolades, but what truly sets him apart is his vision: every creation by Paolo Brunelli is born from a perfect balance between technique, artistic inspiration, and a deep understanding of raw materials. He is a true Andy Warhol of the gastronomic world, where every ingredient becomes a form of artistic expression and a real sensory experience. We caught up with him and Letizia Federici, head of communications, to ask them a few questions and find out what lies behind such a wide-ranging and extraordinarily successful project.
SUCCESS COMES WHEN YOU FOLLOW YOUR INSTINCT, IDENTITY, AND HEART
The first question I ask Paolo Brunelli is simple but inevitable: how do you become a point of reference, a “success story” with long lines of customers attracted by the vast world of the art of cold: “Given that we are grateful every day to every person who visits us and appreciates us... we officially declare that there is no magic formula: we have followed our instincts and our hearts, refining our technique and investing in technology.”
It seems trivial, yet it is true: every time we have not felt “in our shoes” or have been sidetracked—for a thousand reasons, and because... it happens!—there has been a halt or a step backward. And this, instinctively, has a lot to do with marketing: when you stay true to your identity, you innovate and evolve but follow a common thread with the past and your own vision, without getting lost in trends and fads... then people recognize you. And they come back, even queuing up if necessary!“ Let's talk about numbers and footfall: ”Let's take, as an example, the ice cream parlor in the center of Senigallia during the summer months: footfall of around 1,000/1,500 people per day (and consequent cones and cups). Around 300kg of ice cream produced daily."
PAOLO BRUNELLI'S PERPETUAL MOTION
But what is behind this concept?
"The great engine that drives this ‘machine’, whose gears grow and branch out more and more... is Paolo Brunelli. Or rather, his perpetual motion, his tireless curiosity, his ‘never feeling like he's arrived’ and therefore, to answer the question exactly, at the heart of Brunelli's philosophy and that of his team is a curiosity to expand and influence. What matters most is curiosity and a proactive attitude, more than simple execution,“ he continues, telling us that ”every choice involves a lot of discussion and technique, but also a large dose of experimentation and improvisation; and this is something very Italian, something we should be proud of: knowing how to find a plan B that becomes A, quickly changing perspective to find a way out where there seems to be none, turning a recipe on its head with a sudden twist...much of our charm also comes from this intangible and magical inclination which, we repeat, is an Italian must that the whole world still envies us."
TECHNOLOGY, CONTAMINATION, AND INSPIRATION: ICE CREAM ACCORDING TO BRUNELLI
The research process to obtain increasingly innovative and high-quality ice cream is based on in-depth and passionate work that involves experimentation and careful study of raw materials. The creation of new flavors stems from a creative process that begins with inspiration, passes through a combination of artisanal techniques and technological innovations, and concludes with the goal of surprising and satisfying the palate, always maintaining excellence as a benchmark.
"As we said above, there is a great mix between cutting-edge technology – every year we invest more and more in machinery that helps us obtain a product that is emotionally appealing but also stable and of increasingly high quality – and a great deal of cross-pollination. And when we talk about cross-pollination, we don't just mean inspiration from fellow chefs and pastry chefs, but the whole world of experience and every sector, especially music and architecture. For us, mixing things up is always a winning strategy: it helps the brain and heart to think outside the box and presents gelato (and all our other products) in a completely new way."
LIGHT, SCENTS, AND THE MEDITERRANEAN: “NUR,” THE EVOCATIVE TASTE
Let's take a closer look at Paolo Brunelli's eclectic and innovative production to satisfy our curiosity about what they consider their ‘flagship’ product:"Our taste is dedicated to a special wine called ‘Nur’ (translated from Arabic: light). Please note, it is not alcoholic, nor does it contain de-alcoholized wine, but is born from a harmony of aromas and evocations. During a vertical tasting organized by the La Distesa di Cupramontana winery, we were captivated by the philosophy behind those bottles and the producers' desire to create a wine that represented the Mediterranean basin. It was the taste that inaugurated the summer of 2025, enthusiastically welcomed by the public, so much so that this experiment dedicated to producers we consider friends will have a sequel and—spoiler alert—we will soon have our own “wine list.”
A NEW CONCEPT OF CRAFTSMANSHIP
Traditionally, the ice cream sector attaches great importance to the concept of craftsmanship. How do you manage to be innovative while remaining true to your artisanal identity?
"The concept of craftsmanship is confusing: there are currently no regulations governing it or clearly defining its boundaries. We like to change perspective, as is often the case, and define craftsmanship in contrast to the industrial process that standardizes. Originality, uniqueness, flexibility, and imperfection are the cornerstones of a sincere and vibrant gelato where precision, creativity, history, experimentation, and mistakes coexist. In this sense, mistakes are vital because where a crack forms and you stumble, a new style is born. This is how we grow, staying true to ourselves.“
”DESTAGIONALIZING ICE CREAM": PAOLO BRUNELLI'S FORWARD-LOOKING VISION
With the expression “seasonal adjustment of ice cream,” the world of gelato takes on a whole new meaning. This is Paolo Brunelli's mission statement, which goes hand in hand with his history: "We truly believe that people have been talking about it since day one, and no one knows which came first. It is not only about a new concept of “extended ice cream,” but also about a desire to elevate ice cream to a product that represents Italian excellence. What's more, incredible but true, the best time to taste and enjoy ice cream is not during the summer months, when temperatures tend to melt the product more quickly and don't allow you to savor it—and foreigners have understood this for quite some time!"
Obviously, the first step was to merge the ice cream shop with the world of chocolate and give free rein to the Maestro's creativity even in the winter months (one of the products symbolizing this union is Gelato in Tavoletta. Another symbol of the mutual deseasonalization of ice cream and chocolate (because let's remember that in an increasingly warmer world, even chocolate needs a new look!) is the MENO 12, or chocolates—100% plant-based, therefore without cream—which can be stored in the freezer (hence the name) and enjoyed with a good rum and cigar even on Ferragosto (August 15).
But it's not just chocolate: there are also leavened products (the latest, which Paolo produces all year round, is called La Rotonda and can be broken by hand!), pastries, cakes, and culinary innovations such as PAUSA. (“our flavor enhancer that can be used on everything because it does not affect the original taste of the dish – always under ‘experimentation’”), natural beverages such as almond milk and fruit juices, but also events dedicated to fashion, design, architecture, or evenings of “strange pairings” between food, ice cream, and beverages... every step contributes to telling the story of an increasingly large and complex world. Over the years, many prejudices have been overcome, although there is certainly still a long way to go, but Paolo Brunelli has sown many seeds and many colleagues have welcomed and taken up the message.
It is clear that it was not at all risky to describe Paolo Brunelli as the Andy Warhol of confectionery art; this vision is fully realized in the Paolo Brunelli Factory, the space known as Combo, which, following a restyling and a major change in staff, has changed its name. "It is a space adjacent to the main workshop, also dedicated to breakfast and events. It is a place where you can taste our products at your leisure, work, or meet for a coffee and a slice of cake, both in the morning and in the afternoon. It is a place where our chocolate products, leavened products, our own creation ‘L'Alchermes,’ and everything that belongs to the world of Brunelli find space to express themselves."
A space defined by sentiment: “Love is the heart of all things,” said Mayakovsky. For years, this concept has become a motto, tattooed in our minds during every action we take. Only those who get their hands dirty, who connect with others, who make mistakes with passion, who are stubborn, who take pride, who rejoice, who are moved, are allowed to enter. We want beating hearts in here.“ A space with heart, but also one where the highest production standards are guaranteed: ”Ice cream production is strictly daily, at all times of the year. The same logic applies to fresh ingredients such as milk, cream, and fruit, which are delivered every day. And, of course, the technology we mentioned, in which we invest heavily, guarantees safety and health, starting with pasteurization and vacuum cooking."
CONTACTS
Address
Paolo Brunelli Factory
Statale Adriatica Sud n. 115 60019 Marzocca
Phone. +39 071 9695552
