The winner of the first BMW Creative Lab is Attila Veress, a Hungarian student from European Institute of Design in Milan. “His project 2.0 is a perfect interpretation of the concept food in movement”, says Domenico Guzzini, president of the company. “His design interprets a very special Italian tradition: The lunchbox, affectionately called ‘Schiscetta’ by the Italians. His concept turns the lunchbox into a modern product that makes it possible to store, cook, transport and present food in an intriguing way while respecting all through the various stages the Italian art of the table”, he continues. Attila will now have the opportunity to participate in a training period lasting a total of twelve months with the two partner companies starting at DesignworksUSA in autumn 2013.