Eataly
- What do you bring to the table?
InstallationBrand
EatalyYear
2023Final Deliverables
Creative Direction, Experience Design, Concept Development, Brand Strategy, Sensory Interaction Design, Phygital Activation, Advergaming (Roblox)An Immersive Culinary Experience
BRIEF
Eataly
Rebranding
Experiential Campaign
The challenge was to design an emotionally engaging brand experience that speaks to Gen Z, combining immersive storytelling with phygital retail innovation. The goal? Strengthen Eataly's connection across generations and renew its presence through a multisensory approach that feels both modern and authentic.
OFFLINE CONCEPT
What do you bring to the table?
A new kind of Italian table, where technology blends with nature, and every meal becomes a shared ritual.
This immersive dining concept reimagines the traditional restaurant as a multisensory journey through Italy’s landscapes. From coastal breeze to alpine silence, each menu is paired with ambient sounds: birds in flight, waves gently rolling, wind in the trees, creating a deeply emotional, atmospheric experience.
Menus evolve with the seasons, encouraging return visits and deeper exploration. Each dinner is more than a meal: it’s a curated moment that celebrates origin, rhythm, and belonging, inviting guests into a story that is both personal and collective.
ONLINE CONCEPT
Advergaming: Eating in Roblox
To reach younger audiences in their native digital habitat, the campaign extends into the world of Roblox, transforming Eataly into a virtual ecosystem where play meets tradition.
Users can explore a lively Italian marketplace, join cooking classes in a digital culinary academy, open their own restaurant, and attend cultural festivals, all within a beautifully designed Eataly metaverse. The experience includes interactive mini-games, recipe challenges, and food quests, designed to teach and entertain through Italian cuisine.
As players level up, from Eataly Explorer to Gastronomic Maestro, they unlock virtual tools, rare ingredients, and exclusive rewards. Some tokens collected in-game can even be redeemed in real life, creating a bridge between generations and blending digital culture with the brand’s core values of community and conviviality.