The Situation: Eataly's collaboration with Italian cashmere company Falconeri for the Winter iteration of Serra by Birreria presented an opportunity to create a distinct atmosphere of coziness while maintaining the essence of Eataly's brand. The challenge was to uphold and elevate the caliber and quality of both brands while delivering an exceptional sensory experience for guests.

The Creative Concept: Drawing inspiration from the cozy warmth of cashmere sweaters and blankets, particularly those crafted by Falconeri, we sourced raw wool and meticulously cross-stitched metal wire sheets to create "hugging walls" throughout the restaurant. Handcrafted by our team members, these tactile installations provided guests with a sensory experience reminiscent of wrapping oneself in a cozy winter garment. Additionally, the incorporation of dry flowers and suspended feathers from the ceiling added a whimsical touch, culminating in a visually stunning and immersive Winter edition of Serra by Birreria.

The Result: The Winter iteration of Serra by Birreria exceeded expectations, delighting guests with its unique blend of coziness and sophistication. The "hugging walls" and sensory elements crafted from raw materials captured the essence of the collaboration between Eataly and Falconeri, providing guests with a memorable and enchanting dining experience.

Press: 18 Christmas-Themed Restaurants in NYC – With Festive Decor!, The world and then some

10 NYC Restaurants With Enough Christmas Decor To Make Santa Jealous, The travel